Growth Marketing Lead

The Short Version

Who we’re looking for: We are looking for a Growth Marketing Lead to drive Kraftshala’s revenue growth through a mix of performance marketing and conversion optimization. You should have experience owning growth metrics end-to-end and be comfortable working across channels, funnels, and data to improve outcomes.

What the role is about: This is a team management role with multiple people reporting into you. You will report to the Head of Marketing, and work closely with Sales, Product, and Creative teams to maximize ROI from campaigns and funnels. The role covers the full growth stack - from scaling paid acquisition to improving conversion rates, lead quality, and overall funnel efficiency.

Why you should apply: This is a growth role with direct ownership of revenue-linked metrics. You will work on scaling campaigns, improving CAC and ROAS, and building systems that drive consistent performance. The role also includes a training component, which helps strengthen your understanding of concepts and improves execution over time.

About us: Kraftshala is India’s largest higher-education institution in terms of marketing placements, with a 94% placement rate, and we are gunning to become the world’s largest career launchpad, across domains.

We’re backed by a number of eminent investors including ex-unicorn startup founders and CXOs of global giants like RedBus, NoBroker, Nestlé, and Performics.

The Detailed Version

We’re aspiring to be the best marketing team in the country. In this role, you’d be responsible for translating growth goals into execution - across channels, funnels, and systems. You will be expected to identify what is not working, prioritize opportunities, design new initiatives, and drive improvements through structured experimentation and cross-functional collaboration.

You will operate across the full funnel - acquisition, lead qualification, and conversion - while building repeatable processes that improve performance over time. As a Lead, you will also be responsible for managing and mentoring a team, ensuring they develop the capability to handle responsibilities independently over time.

Time Allocation:

• 80% Growth Marketing (Acquisition & Optimization)
  
• 20% Training & Program Development
  

Responsibilities & Metrics

• Scale paid acquisition across channels (Meta, Google, YouTube, Display). Metrics to measure: CAC, Enrolments, ROAS
  
• Drive new growth experiments and channel discovery. Metrics to measure: New channels tested, scalable wins identified
  
• Own lead management, qualification, and scoring systems. Metrics to measure: Lead quality score (via Admissions feedback)
  
• Optimize acquisition funnels and automation journeys. Metrics to measure: Lead → Enrolment conversion rate
  
• Lead conversion rate optimization (CRO) across landing pages and journeys. Metrics to measure: Funnel drop-offs, conversion improvements
  
• Build and maintain performance dashboards and tracking systems. Metrics to measure: Reporting accuracy, decision-making speed
  
• Drive innovation in product propositions and messaging. Metrics to measure: New initiatives launched, impact on conversions
  
• Develop and deliver training content for programs. Metrics to measure: Student ratings, learning outcomes
  
• Take ownership of team output while mentoring current team members to handle responsibilities independently. Metrics to measure: % of tasks handled independently by team members
  

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).
  
• Deliver 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.
  

Must Haves

• 6-8 years of experience in performance marketing/growth roles (We’re not too fussed about the exact years of experience, as that’s just a proxy for your skill level, which is what we really care for.)
  
• Past roles: Growth Lead, Performance Marketing Lead, or similar in EdTech or other online consumer businesses
  
• This is a team management role with multiple direct reports; prior experience managing a team is strongly preferred.
  
• 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 you’ll 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.

What is the recruitment process:

As a small team, it’s 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.
  
• Culture fit conversation: 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