Marketing Manager Company: CareerMaker.ai

Location:
Bengaluru Work Mode: In-office Employment Type: Full-time About CareerMaker.ai CareerMaker.ai is an edtech platform helping students, fresh graduates, and professionals become more employable through career-development learning experiences, structured learning programmes, and AI-powered career tools. We aim to help users navigate their career journeys through valuable content, engaged communities, and technology-driven solutions. Role Overview We are looking for a hands-on, creative, and results-driven Marketing Manager to own and execute CareerMaker.ai’s marketing strategy, strengthen brand awareness, grow our digital audience, and drive user acquisition, lead generation, and product adoption. The ideal candidate combines strategic thinking with execution across digital marketing, growth marketing, content marketing, and social media management. They should understand organic growth, digital-first brands, short-form video content, particularly Instagram Reels, and data-driven marketing. The role requires someone who can develop creative campaigns, identify trends, analyse performance, and convert audience engagement into measurable business outcomes.

Key Responsibilities
1. Marketing Strategy & Growth
• Develop and execute an integrated marketing strategy aligned with business objectives, product launches, brand positioning, and user acquisition goals.
• Build marketing plans for CareerMaker.ai’s AI-powered career tools, employability products, and learning programmes.
• Identify target audiences, develop audience personas, define customer segments, and establish clear value propositions and messaging.
• Plan and execute multi-channel campaigns to increase brand awareness, website traffic, registrations, and product adoption.
• Establish and monitor marketing KPIs across reach, engagement, traffic, lead generation, activation, and conversion.
• Conduct market research, competitor analysis, and audience research to identify growth opportunities.
• Experiment with marketing channels, campaign formats, and organic growth strategies to build a scalable digital presence. 2. Content Marketing & Organic Growth
• Lead content-led growth across Instagram, YouTube, YouTube Shorts, LinkedIn, Reddit, and other relevant platforms.
• Develop content strategies, calendars, campaign concepts, publishing schedules, and distribution plans.
• Identify audience pain points, trending conversations, search trends, and high-interest topics related to careers, resumes, interviews, job searching, and employability.
• Research SEO keywords, search intent, and content opportunities to guide educational videos, articles, and long-form content.
• Develop content briefs, video scripts, hooks, captions, headlines, post copy, and calls to action.
• Collaborate with writers, designers, video creators, and editors to produce engaging and shareable content.
• Repurpose high-performing content into multiple formats and develop repeatable content series to maximise organic reach.
• Maintain consistent brand messaging while adapting content and distribution strategies to different platforms. 3. Social Media Strategy & Instagram Reels
• Own and grow CareerMaker.ai’s social media presence, with a strong focus on Instagram Reels and short-form video.
• Ideate Reel concepts around career development, job-search strategies, resume building, interview preparation, workplace trends, and student experiences.




• Identify viral content formats, emerging trends, audience conversations, and relatable scenarios that can be adapted to the brand.
• Develop compelling hooks, opening frames, storytelling formats, scripts, and calls to action to improve watch time, audience retention, shares, saves, and engagement.
• Experiment with content themes, video formats, storytelling techniques, editing styles, and posting strategies to improve organic reach.
• Manage content execution from ideation and scripting through production, publishing, and performance review.
• Develop platform-specific strategies for Instagram, YouTube Shorts, LinkedIn, and Reddit rather than relying on identical cross-platform reposting.
• Monitor competitor activity and audience discussions to identify content opportunities.
• Explore influencer marketing, creator partnerships, student communities, and collaborations to expand reach. 4. Lead Generation & Conversion Optimisation
• Develop marketing initiatives that convert social media engagement into qualified leads, website visits, registrations, enquiries, and product sign-ups.
• Create campaigns and content with clear conversion objectives and effective calls to action.
• Generate leads through social media profiles, direct messages, forms, landing pages, and lead magnets.
• Optimise social media profiles, link-in-bio journeys, and landing pages to improve the journey from content discovery to product adoption.
• Collaborate with product and business teams to improve conversion funnels, onboarding, engagement, and re-engagement.
• Track lead sources and identify which channels, campaigns, and content formats generate valuable users.
• Experiment with messaging, calls to action, and landing pages to improve click-through rates, registrations, lead quality, and conversions.
• Develop re-engagement initiatives to encourage users to return to CareerMaker.ai’s tools and learning programmes. 5. Campaign Management & Product Marketing
• Plan and execute campaigns for product launches, new features, learning programmes, promotions, and brand-building activities.
• Develop product positioning, value propositions, and marketing messaging that communicate the benefits and differentiators of CareerMaker.ai’s offerings.
• Translate product capabilities into audience-focused content demonstrating practical value to students, graduates, and professionals.
• Coordinate campaign timelines, creative assets, content production, distribution, and performance reporting.
• Work with product and business teams to align marketing activities with product development, user feedback, and business priorities.
• Use audience insights and market feedback to improve product communication and identify new marketing opportunities. 6. Marketing Analytics & Performance Optimisation
• Monitor and report on marketing performance across social media, content, campaigns, website traffic, leads, and conversions.
• Track metrics including reach, impressions, watch time, audience retention, completion rate, shares, saves, engagement rate, follower growth,



and profile visits.
• Analyse website traffic, referral sources, click-through rates, registrations, lead sources, and conversion rates.
• Identify high-performing content, underperforming campaigns, audience behaviour patterns, and growth opportunities.
• Experiment with hooks, topics, creative formats, calls to action, and distribution strategies.
• Use data-driven insights to refine marketing strategy and optimise acquisition and conversion funnels.
• Prepare regular reports covering KPIs, campaign results, key learnings, and actionable next steps. 7. Community Building & Audience Engagement
• Build an engaged community around career development, employability, job searching, and professional growth.
• Monitor and respond to comments, direct messages, audience queries, and relevant conversations across social media platforms.
• Identify recurring challenges among students and job seekers to inform content and campaign planning.
• Direct interested users towards relevant CareerMaker.ai products, tools, and learning resources.
• Explore community-led growth through student networks, campus communities, creator collaborations, and partnerships.
• Maintain a consistent and audience-focused brand voice across digital channels. Requirements
• Demonstrable experience in digital marketing, growth marketing, content marketing, social media marketing, or brand marketing.
• Strong understanding of digital marketing strategy, organic social media growth, content distribution, and multi-channel campaigns.
• Hands-on experience managing social media, particularly Instagram Reels and short-form video content.
• Ability to identify trends and develop engaging content using hooks, storytelling, shareability, and audience retention principles.
• Experience translating business objectives into marketing strategies, campaigns, and measurable outcomes.
• Understanding of lead generation, user acquisition, conversion funnels, and the customer journey.
• Ability to analyse performance metrics and use data to improve marketing effectiveness.
• Strong communication, copywriting, creative thinking, problem-solving, project management, and organisational skills.
• Ability to own initiatives from ideation through execution, analysis, and optimisation.
• Comfortable working in a fast-paced startup setting that requires adaptability and experimentation.
• Interest in edtech, AI-powered products, career development, or employability. Good to Have
• Experience growing social media accounts, building online communities, or generating organic reach.
• A portfolio of Instagram Reels, YouTube Shorts, or successful social media campaigns.
• Demonstrated success in generating leads, website traffic, registrations, or product sign-ups through organic marketing.
• Familiarity with SEO, keyword research, content optimisation, and organic search growth.
• Working knowledge of paid advertising, performance marketing, audience targeting, and campaign optimisation.
• Familiarity with Google Analytics 4 (GA4), Google Search Console, Meta Business Suite, Instagram Insights, or YouTube Studio.
• Understanding of conversion rate optimisation (CRO), lead funnels, UTM tracking, and marketing attribution.
• Basic video editing skills or experience collaborating with video editors.
• Experience in startups, edtech, SaaS, AI-powered platforms, or consumer-facing digital brands.

📌 Marketing Manager (Bengaluru)
🏢 CareerMaker.ai
📍 Bengaluru