Lateral

What does the role entail?

One of our key priorities is to scale up performance marketing and make it really effective at driving a lot more high-quality leads, and eventually, revenues. To achieve this, we are looking for a sharp, creative, and enthusiastic performance marketer with experience in driving quality leads across a variety of channels - Meta ads ,Google Ads,LinkedIn, and Quora, among others.

• Responsible for planning, executing and maintaining performance marketing campaigns across channels
• Responsible for end to end Creative strategy to scale and optimize performance marketing
• Identify trends and insights, and optimize spend and performance based on the insights
• Run and analyze continuous multiple experiments to find new opportunities for growth and efficiency.
• Demonstrate ability to work at both the planning level (generating ideas for growth) and at the tactical level (managing campaign execution, creating and optimizing campaigns, analyzing traffic data).
• Drive and track KPIs like revenue, conversions, CPA, CPI, etc. on daily basis and create performance reports

What would excite you?

• Complete ownership; there is minimal management and extreme autonomy
•  High pedigree, high calibre team.
• Contribute directly to the success of the business & the top-line impact

What would excite us?

• 5+ years of dedicated, full-time experience in performance marketing
• Proven track record of Scaling profitable campaigns via creative strategy
• Expertise in rapid scaling up on at least 2 of these 3: Google Ads (Google Search, Google Discovery, Youtube Ads, Google Display Ads), LinkedIn Ads, and Facebook Ads.
• Good experience in other ad platforms like Quora Ads, Reddit Ads, and others
• Highly analytical with expertise in setting up, running, and reporting on experiments, and always sharing insights rather than just data.
• Ability to come up with creative ad ideas

Role Overview

We are looking for a Category Manager who will operate as a business owner for a category, driving revenue, growth, user journey, user understanding and funnel efficiency end-to-end.

This is a high-impact, operator-first role that combines category ownership, growth strategy, and hands-on funnel optimization across TOFU, MOFU, and BOFU.

The ideal candidate is not just a strategist, but a sharp problem-solver with strong communication skills, high ownership, and the ability to independently diagnose issues, run experiments, and unlock growth in collaboration with cross-functional teams.

Key Responsibilities

1. Category Ownership & Revenue Accountability

• Own the end-to-end P&L, revenue targets, and growth roadmap for assigned categories
  
  
• Track and improve funnel conversion metrics across the user journey (TOFU → MOFU → BOFU)
  
  
• Lead weekly and monthly business reviews, identifying gaps and driving corrective actions
  
  
• Take full ownership of revenue outcomes, not just inputs
  
  

2. Funnel Optimization Across the Customer Journey

Top of Funnel (TOFU) – Acquisition Quality & User Understanding

• Drive improvements in lead quality, user profiling, and audience segmentation
  
  
• Analyze and optimize the end-to-end user journey (ads → landing page → signup)
  
  
• Partner with Performance Marketing to:
  
  
• Influence campaign strategy and audience targeting
  
  
• Provide inputs on creative direction (performance ads, content, messaging)
  
  
• Lead & optimize building of landing pages, brochures, and conversion assets through continuous experimentation, with the relevant stakeholders.
  
  

Middle of Funnel (MOFU) – Engagement & Nurturing

• Improve webinar effectiveness as a conversion lever (structure, positioning, content hooks)
  
  
• Work closely with CRM stakeholders to:
  
  
• Optimize lead nurturing journeys and engagement flows
  
  
• Improve conversion rates from lead → qualified opportunity
  
  
• Identify and implement engagement experiments to reduce drop-offs
  
  

Bottom of Funnel (BOFU) – Conversion & Revenue (Critical Focus)

• Own funnel movement and conversion efficiency from qualified lead to sale
  
  
• Diagnose and resolve funnel leakages and stuck leads through structured RCA
  
  
• Partner with Sales to:
  
  
• Improve lead allocation and prioritization
  
  
• Enable higher conversion through better insights and targeting
  
  
• Drive experimentation and innovations in conversion strategies
  
  
• Ensure consistent achievement of revenue targets for the category
  
  

3. Performance Marketing Partnership & Growth Scaling

• Collaborate closely with the Performance Marketing Lead on the strategy & optimizations of paid channels (Meta, Google, LinkedIn, YouTube, Affiliates, etc.)
  
  
• Contribute to:
  
  
• Campaign structuring and optimization suggestions
  
  
• Creative and audience testing inputs
  
  
• Funnel diagnostics and scaling frameworks with the Performance Marketing Lead
  
  
• Act as an enabler of growth, not just a stakeholder
  
  

4. Consumer Insights & Category Strategy

• Develop a deep understanding of customer needs, motivations, and objections
  
  
• Translate insights into:
  
  
• GTM strategies and messaging frameworks
  
  
• Pricing and positioning improvements
  
  
• Identify market gaps, competitor moves, and new growth opportunities
  
  
• Contribute to new product ideas and enhancements
  
  

5. Cross-Functional Leadership

• Work closely with Sales, Performance Marketing, CRM, Product/Tech, Curriculum, and Creative teams
  
  
• Drive alignment and execution to ensure end-to-end funnel efficiency and revenue delivery
  
  

What We’re Looking For

Core Requirements

• 5–9 years of experience in category management, growth, or performance marketing roles in consumer internet or EdTech (preferred)
  
  
• Proven track record of scaling a business line/category with revenue ownership
  
  
• Solid understanding of funnels, CAC, segmentation, and conversion optimization
  
  

Critical Success Traits

• Strong communication skills (written & verbal) – ability to clearly articulate insights, strategies, and recommendations
  
  
• High ownership & accountability – operates like a business owner
  
  
• Analytical problem-solver – independently conducts deep dives and RCAs
  
  
• Execution-oriented – moves from insight to action quickly
  
  
• Collaborative operator – effectively works across teams to unlock outcomes
  
  

Preferred Background

• MBA or B.Tech from a Tier 1 institution
  
  
• Experience in EdTech (preferred) or digital lead funnel-led businesses
  
  
• Familiarity with AI / upskilling / career transformation categories
  
  

What Makes This Role Exciting

• End-to-end ownership of a high-impact revenue line
  
  
• Opportunity to directly influence business growth and top-line outcomes
  
  
• Work with a high-caliber, execution-focused team
  
  
• Operate at the intersection of AI, education, and career transformation