Growth Marketing Manager

PW (PhysicsWallah); Bengaluru; On-site; INR 2,500,000 - 4,000,000; Full time

Job summary

PW (PhysicsWallah) seeks a Growth Marketing Manager to own end-to-end growth for PW Skills and IOI. You will drive acquisition, organic growth, lifecycle marketing, and analytics, collaborating with cross-functional teams to hit enrolment and revenue targets.

The role demands a data-driven, experiment-minded marketer with experience across paid and organic channels, CRM, and growth tooling in a fast-paced EdTech environment.

Qualifications

• 4–7 years of Growth Marketing, Performance Marketing, or similar role.
• Experience with direct revenue, conversion, or enrolment accountability.
• Hands-on experience with Google Ads, Meta Ads, GA4 and preferably AppsFlyer or another MMP.
• Experience with CRM/lifecycle platforms such as MoEngage, CleverTap, or WebEngage.
• Experience managing significant digital marketing budgets with clear CAC and ROAS ownership.
• Strong understanding of full-funnel marketing, cohorts, LTV, and payback.

Responsibilities

• Acquire and execute strategies across Google Ads, Meta, YouTube, UAC/App campaigns, PMax, and emerging channels.
• Own CAC, ROAS, lead quality, conversion, and enrolment targets for PW Skills and PW IOI.
• Build scalable organic growth via SEO, content, communities, referrals, creators, and CRM.
• Design lifecycle journeys using MoEngage, CleverTap, WebEngage, and optimise touchpoints.
• Own analytics, attribution, and reporting using GA4, AppsFlyer, CRM; build weekly/monthly growth reviews.

Skills

Growth marketing

Performance marketing

Digital growth

A/B testing

Analytics

Stakeholder mgmt

CAC control

Tools

GA4

AppsFlyer

MoEngage

CleverTap

WebEngage

Job description

Growth Marketing Manager – PW Skills & PW Institute of Innovation (IOI)

Function: Marketing – Growth

Experience: 4–7 Years

Employment Type: Full-time

About PW

PhysicsWallah (PW) is one of India's leading education companies, building technology-led learning and career platforms at scale. Through PW Skills and PW Institute of Innovation (IOI), we are creating new pathways for students and professionals to build future‑ready skills and careers. We are looking for a Growth Marketing Manager who can build and scale growth engines across both businesses, combining performance marketing with organic growth, experimentation, lifecycle marketing, and strong data‑driven decision‑making.

Role Overview

As the Growth Marketing Manager, you will own the end‑to‑end growth funnel across PW Skills and PW IOI — from demand generation and acquisition to conversion, enrolment, and retention. This role is ideal for a full‑stack growth marketer who goes beyond media buying and can build scalable, low‑CAC growth channels through SEO, content, communities, referrals, creators, CRM, and experimentation. You will work closely with Performance Marketing, Sales/Admissions, Product, Brand, Content, Design, and Analytics teams and will have direct accountability for growth metrics and business outcomes.

Key Responsibilities

1. Acquisition & Performance Marketing

• Develop and execute acquisition strategies across Google Ads, Meta, YouTube, UAC/App campaigns, PMax, and emerging digital channels.
• Own CAC, ROAS, lead quality, conversion, and enrolment targets across PW Skills and PW IOI.
• Build acquisition strategies for both self‑serve/counselling‑led and high‑consideration admissions funnels.
• Identify and test new channels including affiliates, education platforms, creators, campus activations, and offline initiatives.
• Optimise media spends based on performance, cohort quality, and revenue contribution.

2. Organic Growth & Growth Hacking

• Build scalable organic acquisition through SEO, content, YouTube, short‑form video, ASO, and other relevant channels.
• Develop referral, community, and student ambassador programs to drive low‑CAC acquisition.
• Build and scale WhatsApp, Telegram, Discord, and other community‑led growth initiatives.
• Develop creator and influencer partnerships through barter, affiliate, and revenue‑share models.
• Conceptualise and execute rapid growth experiments such as calculators, career tools, quizzes, challenges, UGC campaigns, and interactive experiences.
• Establish measurable KPIs for every organic growth initiative and track its contribution to leads and enrolments.
• Own the complete growth funnel from lead → qualified lead → counselling/application → enrolment/purchase.
• Identify funnel drop‑offs and develop initiatives to improve conversion at every stage.
• Drive CRO across landing pages, application journeys, forms, and checkout flows.
• Plan and execute structured A/B tests across creatives, messaging, landing pages, and user journeys.
• Work with Brand, Product, Design, and Content teams to improve messaging and conversion architecture.

4. Lifecycle Marketing & CRM

• Design and optimise lifecycle journeys using platforms such as MoEngage, CleverTap, WebEngage, or equivalent.
• Build journeys for lead nurturing, counselling reminders, drop‑off recovery, re‑engagement, upsell, and cross‑sell.
• Develop audience segments based on user behaviour, intent, demographics, and funnel stage.
• Create differentiated communication strategies for students, parents, freshers, and working professionals.

5. Analytics, Attribution & Reporting

• Own growth measurement across GA4, AppsFlyer/MMP, CRM, lead‑scoring, and attribution systems.
• Ensure accurate tracking and attribution across paid and organic channels.
• Monitor and report key metrics including CAC, CPL, conversion rate, ROAS, LTV, payback, and enrolment contribution.
• Build weekly and monthly growth reviews with actionable insights and recommendations.
• Forecast lead, application, and enrolment volumes in line with business and admissions targets.
• Analyse cohorts and funnel performance to identify opportunities for growth and efficiency.

6. Team & Stakeholder Management

• Manage a small team of growth/performance marketers and/or agency partners.
• Set clear targets, monitor performance, and ensure timely execution of growth initiatives.
• Collaborate with Sales/Admissions, Product, Brand, Content, Design, and Analytics teams.
• Present growth performance, insights, experiments, and future plans to leadership.
• Drive a culture of experimentation, accountability, and data‑driven decision‑making.

What We're Looking For

• 4–7 years of experience in Growth Marketing, Performance Marketing, Digital Growth, or a similar role.
• Proven experience managing growth with direct revenue, conversion, or enrolment accountability.
• Strong hands‑on experience with Google Ads, Meta Ads, GA4, and preferably AppsFlyer or another MMP.
• Experience with at least one CRM/lifecycle platform such as MoEngage, CleverTap, or WebEngage.
• Experience managing significant digital marketing budgets with clear CAC and ROAS ownership.
• Strong understanding of full‑funnel marketing, conversion optimisation, cohorts, LTV, and payback.
• Demonstrated experience building at least one organic or low‑CAC growth channel such as SEO, referrals, community, creator‑led growth, or viral products.
• Strong experimentation mindset with hands‑on experience in A/B testing and growth experiments.
• Experience working with high‑consideration, counselling‑led funnels and/or transactional digital funnels.
• Strong analytical and problem‑solving skills with the ability to convert data into actionable growth strategies.
• Excellent stakeholder management and communication skills.

Good to Have

• Experience in EdTech, Higher Education, Upskilling, Consumer Internet, or D2C businesses.
• Experience in launching or scaling a new product, category, or institution from 0→1.
• Exposure to offline/ATL campaigns and digital attribution.
• Working knowledge of SQL and analytics platforms such as Looker, Power BI, or Metabase.
• Understanding of parent‑influenced decision‑making and student acquisition in the Indian education ecosystem.
• Experience building student, alumni, creator, or community‑led growth programs.

What Success Looks Like

In this role, success will be measured by your ability to:

• Scale qualified demand while maintaining healthy CAC and ROAS.
• Increase the contribution of organic and low‑CAC acquisition channels.
• Improve lead‑to‑enrolment conversion across the funnel.
• Build scalable growth loops through SEO, communities, referrals, creators, and lifecycle marketing.
• Establish a strong culture of experimentation and data‑driven decision‑making.
• Deliver measurable and sustainable revenue/enrolment growth for PW Skills and PW IOI.