Masai is one of India's leading outcome-driven career schools. Alongside our own programs, we run certificate and executive programs in partnership with institutions like the IIMs, IITs and BITSoM — across analytics, AI/ML, management and emerging tech.
Our growth is driven by two engines: paid performance marketing and creator-led activations. Both run on content. This role owns that content.
Role Overview
This is a performance-first content role.
You will write the ad copies and video scripts that carry our paid campaigns, write and close scripts for the creators who promote our programs, and make the narrative calls that decide whether a campaign converts or dies. You'll be as comfortable in a Meta Ads breakdown or a performance sheet as you are in a Google Doc.
If you want to write for a living and never look at a number, this isn't the role. If you want to see a hook you wrote move CPL by 20% and then figure out exactly why, read on.
Key Responsibilities1. Ad Copy & Video Scripts (Core)
Write high-converting ad copies and video scripts across all programs — Masai's own and our institutional partner programs.
Adapt messaging by program, audience segment, funnel stage, platform and language (English and Hindi/Hinglish).
Translate technical and business concepts — analytics, AI/ML, product, management — into copy that a working professional actually understands and acts on.
Write hooks, angles and CTAs with a explicit point of view on why each one should work, then let the data settle the argument.
Work with designers and video editors to take a script from idea to shipped creative.
Creative Performance Analysis & Narrative Strategy
Do granular analysis of creative performance — hook rate, hold, CTR, cost per lead, lead quality, downstream conversion — not just top-line spend reports.
Identify what's working and what's fatiguing, and adjust content strategy and narrative accordingly.
Track performance through the Meta Ads platform and internal she