Location: Bangalore

Employment Type: Full-time

Workplace Type: On-site

About Codingal

Codingal (www.codingal.com) is a global leader in online AI and coding education for kids and teens (Grades 1-12). Our mission is to help students fall in love with AI & coding and become creators of the future - entrepreneurs, engineers, and scientists by providing high-quality, accessible, and personalized computer science education. Students across 135+ countries learn Coding, AI, and other subjects through Codingal's structured curriculum and expert teachers.

We are building toward becoming one of the world's largest and most loved online learning platforms for children.

About the Role

We are looking for a Senior Director - Organic Growth & Brand to build and lead Codingal's organic growth and brand engine. The #1 priority for this role is SEO and organic search growth. We want to significantly scale Codingal's organic discovery, traffic, qualified leads, enrolments, and revenue, and establish SEO as one of the company's most important and predictable acquisition channels.

Beyond SEO, this leader will own Brand & Content, followed by PR & Communications, and Social Media.

The priority order for the role is:

1. SEO & Organic Growth

- Brand & Content
- PR & Communications
- Social Media

This role owns essentially everything under the broader marketing and growth umbrella except performance marketing / paid acquisition.

We are looking for someone who understands that modern SEO is much more than keywords and blog traffic. It sits at the intersection of content, technology, product, authority, brand, distribution, backlinks, conversion, and increasingly AI-driven discovery.

The ideal candidate combines deep SEO expertise with strong content and brand judgment, analytical thinking, leadership ability, and a strong bias toward execution.

1. SEO & Organic Growth - Primary Mandate

SEO will be the largest and most important area of ownership for this role.

You will

- Own Codingal's end-to-end global SEO strategy and organic growth roadmap.
- Grow organic traffic, qualified leads, enrolments, and revenue from search.
- Build strategies across technical SEO, content SEO, programmatic SEO, on-page optimization, internal linking, site architecture, link building, and digital PR.
- Identify high-intent search opportunities and systematically build category leadership around them.
- Build scalable landing page and content ecosystems across subjects, courses, age groups, geographies, learning needs, and customer intents.
- Develop topical authority around Coding, AI, Math, English, technology, education, parenting, and future-ready skills.
- Work closely with Product and Engineering on technical SEO, crawlability, indexing, page speed, structured data, site architecture, and product-led SEO opportunities.
- Build a strong backlink and domain authority strategy.
- Continuously analyse competitors, SERPs, keywords, emerging categories, and search trends.
- Improve conversion rates from organic traffic rather than optimizing purely for traffic volume.
- Build clear measurement and attribution between SEO initiatives and business outcomes.
- Develop scalable systems and processes for SEO experimentation and execution.

SEO in the AI Era

Search and discovery are changing rapidly, and this role will also be responsible for building Codingal's strategy for visibility across:
- Google Search

- AI Overviews
- ChatGPT and other LLM-based discovery

- Answer engines

- Generative search experiences
- Emerging AI-native discovery platforms

We expect this leader to actively develop Codingal's approach to Generative Engine Optimization, AI search visibility, and the changing search ecosystem.

2. Brand & Content

The second major mandate is to make Codingal a recognizable, trusted, and authoritative global education brand.

Brand

You will:
- Define and continuously sharpen Codingal's positioning, messaging, narrative, and brand voice.
- Build awareness, consideration, trust, and preference among parents and students.
- Develop a coherent brand architecture across Coding, AI, Math, English, and future learning categories.
- Own how Codingal presents itself across its website, campaigns, content, partnerships,



customer communication, and other touchpoints.
- Develop brand initiatives that increase awareness, branded search, direct traffic, and customer trust.
- Build a deep understanding of parents and students across our major markets and translate those insights into solid communication.
- Ensure consistency of the Codingal brand while adapting communication appropriately across markets.

Content

You will
- Own Codingal's overall content strategy and editorial direction.
- Build Codingal into an authoritative source of information around coding, AI, technology, education, parenting, Math, English, and future skills.
- Develop high-quality content across blogs, guides, landing pages, research, videos, case studies, student stories, and other formats.
- Build content for different stages of the customer journey - awareness, discovery, consideration, conversion, and advocacy.
- Create compelling stories around Codingal students, teachers, projects, competitions, learning outcomes, and customer success.
- Build scalable editorial and content production systems without compromising quality.
- Use AI intelligently within content workflows while maintaining originality, accuracy, and strong editorial standards.
- Ensure content investments contribute meaningfully to organic growth, brand authority, or customer conversion.

3. PR & Communications

You will build Codingal's earned media presence and establish the company and its leadership as credible voices in education, technology, and AI.

You will

- Own Codingal's PR and external communications strategy.
- Build relationships with journalists, publications, educators, influencers, and relevant industry stakeholders.
- Generate meaningful media coverage across education, technology, AI, parenting, startups, and business.
- Identify and create genuinely newsworthy stories rather than depending only on company announcements.
- Develop research, reports, data stories, and insights that can generate both media coverage and SEO authority.
- Build thought leadership for Codingal and its leadership team.
- Identify awards, speaking opportunities, conferences, industry forums, and other high-leverage platforms.
- Own press releases, media outreach, interviews, and reputation management.
- Use digital PR as an important mechanism for building high-quality backlinks and domain authority.

4. Social Media

You will own Codingal's organic presence across relevant social platforms.

You will

- Develop differentiated strategies across platforms such as Instagram, YouTube, LinkedIn, Facebook, X, and emerging channels.
- Build content formats that parents, students, teachers, and educators genuinely want to consume and share.
- Move the company beyond maintaining a social calendar toward creating memorable and distinctive content.
- Build repeatable formats and intellectual property around Codingal's social presence.
- Use social distribution to amplify Codingal's strongest content, student stories, research, PR, and brand initiatives.
- Develop founder, employee, teacher, parent, and student advocacy opportunities.
- Focus on meaningful outcomes such as reach, engagement, branded discovery, website traffic, and assisted conversions rather than vanity metrics alone.

Leadership & Cross-Functional Ownership

You will:
- Build, mentor, and lead a high-performing team across SEO, content, brand, PR, social, and related functions.
- Establish clear goals, dashboards, operating rhythms, and accountability.
- Work closely with Product and Engineering, particularly on technical and product-led SEO opportunities.
- Partner closely with Performance Marketing while maintaining distinct ownership of organic acquisition.
- Collaborate with Sales, Customer Relations, Curriculum, Teacher Operations, Product, Engineering, and company leadership.




- Manage agencies and external specialists where they provide leverage while maintaining strong internal ownership.
- Stay close to execution.

This is not a role where the leader only reviews presentations and manages managers. We expect this person to be comfortable personally reviewing an SEO strategy, keyword opportunity, landing page, content brief, backlink opportunity, homepage copy, PR story, or growth dashboard.

What Success Looks Like

Success in this role means making organic growth a significantly larger contributor to Codingal's overall growth. Over time, we expect this leader to:
- Make SEO a major and predictable customer acquisition channel.
- Significantly increase non-branded organic search visibility.
- Build strong search rankings across Codingal's most important commercial categories.
- Grow high-quality organic traffic, leads, enrolments, and revenue.
- Increase the percentage of customers acquired through organic and earned channels.
- Reduce dependence on paid acquisition over time.
- Build strong topical and domain authority.
- Increase high-quality referring domains and backlinks.
- Establish strong visibility across traditional search and AI-driven discovery.
- Increase branded search volume and direct traffic.
- Establish Codingal as a trusted global brand in Coding, AI, and future-ready education.
- Build a scalable content engine that supports both acquisition and brand.
- Generate consistent high-quality media coverage.
- Build meaningful organic audiences across social platforms.

Who We Are Looking For

You will likely have:
- 10-15+ years of experience across marketing, SEO, organic growth, content, or related functions.
- Significant leadership experience.
- Deep expertise in SEO and organic growth.
- A demonstrated track record of materially scaling organic traffic, leads, customers, or revenue.
- Strong understanding of technical SEO, content SEO, programmatic SEO, authority building, and link acquisition.
- Experience working closely with Product and Engineering on SEO.
- Strong understanding of analytics, attribution, experimentation, and conversion.
- Experience owning or working closely with content, brand, PR, and social functions.
- Excellent written and verbal communication skills.
- Strong analytical and business judgment.
- Experience building and managing high-performing teams.
- The ability to operate effectively in a fast-moving, high-growth environment.
- A strong bias toward execution and ownership.

What Will Differentiate You

We would especially value candidates who:
- Have personally built or dramatically scaled an SEO-driven acquisition channel.
- Can demonstrate measurable traffic, lead, customer, or revenue growth they directly influenced.
- Have strong expertise in programmatic SEO or product-led SEO.
- Have managed organic acquisition across multiple countries.
- Understand how LLMs, AI Overviews, generative search, and AI-native discovery are changing SEO.
- Have built content engines that became meaningful long-term business assets.
- Understand both brand building and growth marketing.
- Have experience with consumer internet, SaaS, marketplaces, edtech, education, or other high-intent digital businesses.
- Have experience marketing to parents, families, students, educators, or other high-trust consumer categories.
- Combine strong analytical ability with excellent editorial and creative judgment.
- Think like a business owner rather than a functional specialist.

If you have built a powerful organic growth engine before and want to build one at global scale, we would love to hear from you.

Perks:

1. Free Lunch & Dinner
2. Exposure to a fast-paced AI-native Edtech startup

3. Health Insurance

4. PF Contribution

What we offer:

- Market standard annual salary + incentives + stock options
- A collaborative, mission-driven team culture

- Career growth opportunities

Location: HSR Layout, Bangalore, India You get to work with a young & smart team, including directly with the founders, who are on a mission to inspire school kids to fall in love with AI & coding. Join us on the journey to provide high-impact education to every K-12 student and prepare them for the future.

📌 Senior Director - Organic Growth & Brand (Bengaluru)
🏢 Codingal
📍 Bengaluru