Marketing Director

About us

Key responsibilities

• Positioning and go-to-market
• Define Fermi AI's positioning against coaching institutes, online players and why an AI tutor built for NEET/JEE wins.
• Own pricing and packaging inputs with founders: free tier, trials, subscriptions, test-series add-ons.
• Plan launches and growth pushes around the exam calendar: new-session starts, board-exam season, JEE Main/Advanced and NEET results, and the dropper window.
• Growth and funnel
• Own the full funnel: awareness → install/sign-up → activation (first doubt solved, first practice set) → habit → paid → renewal.
• Run performance marketing on Google, Meta, YouTube and app stores (UAC, ASO), with clear CAC and payback targets.
• Design referral loops, freemium hooks and lifecycle journeys (WhatsApp, push, email) with product.
• Set up attribution and analytics (MMP, product analytics, CRM) from day one.
• Partnerships and offline channels
• Build B2B2C channels: schools, small coaching institutes and teachers who adopt Fermi AI for their students.
• Run scholarship tests, seminars and campus activations in coaching hubs
• Shape marketing for any offline or hybrid presence we add later (open question: confirm plans).
• Brand, content and community
• Build trust with students and parents: accuracy of the AI, alignment with NCERT and exam patterns, measurable score gains.
• Turn learning outcomes into proof — improvement data, student stories and results — strictly within our verified-claims policy.
• Grow owned channels (YouTube, Instagram, Telegram/WhatsApp communities, PYQ and mock-test content) as top-of-funnel and showcases of the tutor in action.
• Work with educators and student creators; manage PR and reputation on app stores and parent forums.
• Team, data and compliance
• Hire the first marketing team (performance, content, community, design) and manage agencies.
• Run a weekly growth review: channel CAC, activation, conversion to paid, retention and payback.
• Keep all advertising compliant with CCPA guidelines on misleading coaching ads and app-store policies (no unverified ranks, no guaranteed-selection claims, honest AI claims).
• What success looks like
• First 90 days
• Ship positioning, messaging and a brand foundation the founders sign off on.
• Stand up tracking: attribution, funnel dashboards and a baseline for CAC, activation and conversion to paid.
• Run tests across at least 5 acquisition channels and identify the 2–3 worth scaling.
• Hire or line up the first performance and content hires.
• First 12 months
• Reach [N] active learners and [N] paying subscribers (open question: set targets).
• Bring blended CAC to ≤ ₹[X] with payback within [X] months.
• Lift activation and free-to-paid conversion by [X] points with product.
• Make ≥ [X]% of sign-ups organic or referral-led.
• Build a recognised brand among NEET/JEE aspirants and parents, backed by published learning-outcome data.
• Must-haves
• 8–14 years in marketing, with at least 4 years in Indian test-prep EdTech (NEET/JEE strongly preferred).
• Has driven consumer app or subscription growth and can speak to the CAC, activation, conversion and retention numbers they owned.
• Has done 0 → 1 or early scale-up work: built a channel, brand or team from nothing, not only run a mature machine.
• Strong performance-marketing command (Google, Meta, YouTube, app-store campaigns), hands-on, not only via agencies.
• Understands how Indian students and parents choose prep: results, trust, price, peer and teacher recommendations.
• Fluent in English and Hindi; one more regional language is a plus.
• Good to have
• Has marketed an AI or adaptive-learning product and handled questions on its accuracy and trust.
• Built a YouTube channel or student community that became a major acquisition source.
• Has run B2B2C partnerships with schools or coaching institutes.
• Has worked with educator-creators and student influencers.

What we offer

• A founding leadership seat at a Meraki Labs venture, shaping a new category: AI-first exam prep.
• Competitive CTC with meaningful ESOPs.
• Budget and freedom to test, then build the team and stack you need.
• Close work with founders, product and AI teams where your insight shapes the product, not just the ads.