In the last 20 years, Ei has established its credibility within the education sector, and is considered a trusted name by most thought leaders and education experts

The way forward journey needs to disseminate and strengthen our brand, its visibility and proposition across stakeholders – schools, students, government agencies, global donors etc.The Head Marketing and Growth will create and implement strategic marketing initiatives across various marketing functions including performance marketing, branding, organic growth initiatives, events, social media marketing, product marketing and partnerships and enable Ei to rightfully take its place among the top ed-tech solution providers in the country.The incumbent will work very closely with the CEO and the Leadership to plan and execute every aspect of the company’s consumer marketing growth, acquisition and retention strategies, across all the channels and geographies.The incumbent will lead a small team initially, so will be very hands on and evolve the team structure over a period of time.Key Responsibilities Value Positioning and MessagingClear focus on target user segments and their personas and EI’s key benefits through the right product positioning and messagingLead the development of marketing plans tailored suitably to influence Ei’s clients (school owners, principals, teachers, CSR heads, foundations) and establish Ei’s positioning in its areas of expertise – assessment and personalized learning productsCampaigns rooted in business and customer insights, strengthening the positioning of EI products

Feed the insights to product teams (current and new product development) and marketing strategyContinuous analysis of market to understand the competitive landscape and the positioning of competitorsContinuous analysis of market to understand the competitive landscape and the positioning of competitorsGrowth strategies to enable effective GTM, across Top, middle and bottom of the funnel Collaborate with the different business teams (B2B, B2B2C, National Sales, International Sales, Shiksha) to understand the life cycle of customers and build compelling user journeys across all the marketing and communication channels, enhancing growth funnel from user acquisition, activation, retention and engagementLead the digital marketing initiatives across elements such as planning, campaign execution across platforms and affiliate marketing, content, design, SEO, SMM and reportingExperimentation and AnalyticsUse data & analytics for decisions, track key metrics, measure marketing effectiveness, create a culture of structured experimentation & iteration to drive growth, throughout the funnelDeliver data driven performance and turning insights into actionable strategiesCompany AdvocacyBuild relationships with thought leaders, ensure Ei’s presence in key discussion forums and platforms on education, EdTech, impact and systemic change

Create more awareness about our success stories, and establish Ei’s position as one of the top EdTech solutions in the country.Team Build and ManagementAct as a catalyst for team engagement, motivation and a spirit of openness and trust where every individual’s opinion is important

Be the custodian of a highly ethical and empathetic business culture and drive it in the teamFoster a learning environment in the team to raise the overall level of the performance of the team via industry collaborations and regular connectsSkills and QualificationsAt least 10+ years of experienceStrong background in growth marketing; someone who has seen and contributed to hyper scale business environment (10x growth), and experience in building large scale communities, engagement and monetization (millions of MAUs across channels)Experence in growth hacking, Social Media marketing, managing demand generation and the customer acquisition funnelExceptional communication & creative skills; Understands how to package and communicate our scholastic product proposition

E.g. “Ei as a learning expert” positioningExperience of working with students or teachers as customers will be an advantageIs data driven, can create & maintain performance dashboards, and drive visibility across management and build a culture of data in teamsExperience in using Marketing tools and CRMs to facilitate engagement across channelsCompetenciesDeep commitment to customer service and the ability to multitask, meet deadlines, and work successfully in a fast-paced environmentStrong analytical skills to measure activity and drive performanceExcellent verbal and written communication skillsClient focused approach partnered with strong relationship building skillsBusiness acumen and market insight