Growth Marketing Manager

About Us:

We are Kraftshala. We are an online higher education institution committed to playing the long game of building a transformative skilling experience for the masses. We call this Scaling with Soul.

Scaling with Soul, to us, means we always prioritise student outcomes specifically our Placement Rate (percentage of students placed)- over other metrics, such as number of enrolments or company valuation in the coming year.

This is, of course, easier said than done. There are painful choices to be made at every stage, from admissions to training to placements, that wouldnt have been needed were we willing to give up on either of high quality or scale.

But in the long run, we believe that our obsession over these student outcomes will earn Kraftshala the trust of Indian students, their families, recruiting companies and the broader ecosystem.

Thats why we make each of our Placement Reports public, capturing how many students are placed in each batch, in what companies, at what salaries etc.

We dont need to. None of our competitors do (though wed be happy to be proven wrong and have more educators join us!). Simply put, we have tasted the benefits of an education model grounded in high quality paired with the transparency of student outcomes and now cannot imagine doing it any other way.

We are not the largest in terms of enrollments. Not yet.

However, we are proud to be one of the largest, if not the largest already, in terms of actual, verifiable placements.

And in terms of Placement Rate, the metric that matters most to us, we are the absolute best in edtech. In the last 4.5 years, we have placed more than 2500+ students with a Placement Rate of 94% (and improving).

This is our long game- to Scale with Soul. We invite you to join us for the play.

What do we value (the Kraftshala Kode):

Kraftshala is on a mission to become the largest career launchpad in the world.

Team Kraftshala is for the ambitious, the forever-learners, and most of all, for those who live to add value to others. In a world where education companies often lose sight of their core, we aim to Scale with Soul, to offer greater value to each stakeholder (including our team) everyday we get bigger.

Joining Kraftshala now means becoming part of a story still in its early chapters- one youll help shape with your ideas, actions, and leadership. Here are things we care for:

• We seek a value-adding mindset in prospective team mates. Folks who demonstrate a capacity to understand their users needs and are willing to go the extra mile to deliver on that, fit right in.
• We value problem solving skills. We look at problems objectively, work backwards from the user, solve for root causes and optimise for their long-term good instead of our short-term gain. We dont let processes or hierarchies get in the way of adding value.
• We believe speed matters enormously in business. We value people who move with urgency, have a bias for action and are willing to take calculated risks in the face of uncertainty.
• We look for people with high learning agility, those truth seekers who pursue the best data, ideas, and solutions with rigour and open mindedness, and are constantly working to become better today than yesterday.
• We admire people with ambition & courage to take on large goals. We are seeking to build a team of self-starters who demonstrate high ownership.
• We aim for consistency and reliability and expect the same from others. Predictability just makes everyones life a lot smoother.
• We believe people who demonstrate candour with care are the most effective: real, open and direct in communication, while still being highly empathetic.
• We have learnt that Scaling with Soul requires frugality. Resource constraints help sharpen focus and breed inventiveness.
• We are practical optimists. Our team strongly believes in a better future and takes joy and pride in the fact that we are playing our part to make that future a reality.

Role Description

We are looking for a Growth Marketing Manager to drive Kraftshalas revenue growth through a mix of performance marketing and conversion optimization. You will manage a medium-sized budget, report to the Head of Marketing, and work closely with Sales, Product, and Creative teams to maximize ROI from campaigns and funnels.

Time allocation: 80% Growth Marketing (Acquisition), 20% Training & Program Development.

Specific responsibilities will include:

• Scaling up campaigns (FB, Google, YouTube, Display). Metrics to measure: CAC, Enrolments
• New growth experiments / channel discovery. Metric to measure: New channels activated & tested
• Lead management & scoring. Metric to measure: Lead quality score (admissions feedback)
• Acquisition journeys & automation. Metric to measure: Lead to Enrolment %
• Innovation & product propositions. Metric to measure: New initiatives launched
• Training content development & delivery. Metric to measure: Student ratings

Monthly Outcomes

Month 1:

• Audit existing campaigns, funnels, and tracking setups.
• Establish baseline metrics for CAC, ROAS, and funnel drop-offs.
• Launch 3-5 quick A/B tests on creatives and user journeys.

Month 2:

• Reduce CAC by ?10% vs. baseline through optimizations.
• Implement structured testing roadmap (ads, copy, funnel).
• Build reporting dashboard for weekly marketing performance.
• Deliver first training sessions and refine content based on feedback.

Month 3+:

• Scale high-performing campaigns while maintaining CAC.
• Deliver consistent ROAS.
• Institutionalize experimentation playbook for marketing team.
• Drive cross-functional projects with Sales (lead quality) and Product (messaging).
• Delivery high quality training for different modules

Top Grading: A-Player vs. B-Player

A-Player:

• Runs disciplined experiments, documents learnings, and scales winners.
• Anticipates issues with CAC or funnel leaks before they become problems.
• Communicates proactively with the Head of Marketing and Sales on lead quality.
• Builds repeatable systems (dashboards, testing frameworks).
• Delivers high-quality training and learning outcomes.

B-Player:

• Runs campaigns but with ad-hoc testing and weak documentation.
• Spots issues only after performance drops significantly.
• Works in silos, missing collaboration with Sales/Product.
• Provides reports but without actionable insights.

Ideal Candidate Profile

• 2-5 years of experience in performance marketing/growth roles (Were not too fussed about the exact years of experience, as thats just a proxy for your skill level, which is what we really care for.)
• Past roles: Growth Manager, Performance Marketing Manager, or similar in EdTech or other online consumer businesses

Experience with:

• Managing 20L+/month budgets across Meta, Google, LinkedIn.
• Building dashboards and tracking systems (GA4, Mixpanel, Looker, etc.).
• Conversion rate optimization tools
• Creative brief creation and driving improvements with creators
• Analytical, experiment-driven, systems thinker, collaborative.

If you love marketing and would like to become an absolute expert, this is as close to a dream role as you could get. The learnings which youll get through training, speaking to experts on one hand and simplifying concepts for beginners on the other hand, will enable you to run better campaigns, which in turn will help you train better. This virtuous loop will help you become a kickass marketing professional.

A question wed like to address upfront is what the career trajectory looks like for someone in this role.

There are 2 broad possibilities of what you could be doing 5 years from now:

• If your sweet spot turns out to be the aspect of working with people in a more intimate fashion and helping them grow, you can also specialize as a training expert and leader at Kraftshala.

• If you end up enjoying the core activities of the growth more than the training piece, youll be a growth leader within Kraftshala whos focussed on helping us scale the platform. Your role would be similar to a marketing leader in other consumer internet businesses, albeit with greater knowledge and perspective due to your time training other professionals.

These are starting thoughts, of course, and any decision on a role is always a function of what a person wants matched with what the organization can offer at that time. The great advantage of a company thats growing well (like Kraftshala) is that new opportunities open up frequently, and our preference would always be to try to fill up newly created roles with candidates from within the organization.

What is the recruitment process:

As a small team, its imperative that we get to know each other before taking the leap. We want to ensure you succeed in your role within our team. Each conversation with us will last about 30-60 minutes, and will be a mix of online and offline meetings.

• Setting Expectations: This will be a call to understand your profile briefly and share the details of the further selection process.
• Technical Exercise: This is a specific assessment designed to evaluate your fit for this role
• Conversations 1 and 2: This will be a call with our current marketing team wherein you can expect to be evaluated on your functional skills.
• Conversation 3: A final conversation with one of our founders to ensure that there is a fit with the Kraftshala Kode.
• Extending an offer: If all goes well, we will extend an offer mentioning the relevant details.

Location:

Delhi