Influencer Marketer

Key Responsibilities

1. Influencer Marketing & Creator-led Growth

• Own the influencer/creator marketing funnel end-to-end from identifying relevant

creators to outreach, negotiation, briefing, execution and performance tracking.

• Build and maintain a network of education, JEE, engineering, student-life, career and

technology-focused creators.

• Identify creators based on audience relevance, engagement, content quality and

potential to drive qualified leads rather than relying purely on follower count.

• Develop creator briefs, campaign hooks, content requirements and CTAs aligned with

Mirai's acquisition objectives.

• Track creator-level performance across reach, engagement, leads, applications, paid

applications and CAC/CPA.

• Maintain a structured database of creators, commercials, deliverables, performance

history and relationship status.

• Work with content and creative teams to ensure creator content is aligned with Mirai's

brand and messaging.

• Identify high-performing creators and develop longer-term relationships/ambassador

models with them.

• Continuously test new creator formats, platforms, communities and acquisition

partnerships.

2. CRM, Retention & Lead Nurturing

• Own the lead-to-application and application-to-admission nurture funnel across

WhatsApp, SMS, email and other relevant channels.

• Build structured communication journeys for different lead cohorts based on source,

intent, application stage, engagement and eligibility.

• Develop automated and manual WhatsApp/SMS journeys for:

New lead nurturing

Application-intent leads

Unpaid application recovery

MAINS/application reminders

Missed-slot and rescheduling journeys

Interview/PI reminders

Application completion

Seat-booking nudges

Dormant/win-back cohorts

Referral and advocacy journeys

• Create multi-step nurture journeys rather than one-off broadcasts, with clear

messaging, timing and CTAs at every stage.

• Continuously test messaging, hooks, timing, segmentation and communication

frequency to improve conversion.

• Work closely with the admissions/calling team to ensure that marketing communication

and human follow-ups complement each other.

3. Funnel Analytics & Conversion Optimisation

• Track the funnel from lead qualified lead application intent paid application

PI selection seat booking.

• Identify major drop-offs and develop targeted interventions to improve conversion at

each stage.

• Build cohort-level reporting to understand performance by:

Lead source

Campaign

Influencer

Geography

Student profile

Funnel stage

Engagement level

• Monitor metrics such as lead-to-intent, intent-to-paid, paid-to-selection, CAC/CPA

and cohort conversion rates.

• Work with the performance marketing team to identify which acquisition sources are

generating high-quality leads and which require optimisation.

• Translate data into actionable changes to campaigns, messaging and funnel journeys.

4. Customer / Student Feedback Loop

• Establish a structured voice-of-student and feedback loop across the marketing and

admissions funnel.

• Capture recurring questions, objections, concerns and drop-off reasons from students

and parents.

• Work with the admissions/counselling team to categorise and quantify common

objections such as:

Fees and financing

Campus/location

Degree recognition

Placements/career outcomes

Curriculum

AI/technology positioning

Hostel/lifestyle

Comparison with other colleges

• Convert these insights into actionable inputs for creative, influencer briefs, landing

pages, WhatsApp journeys, FAQs and sales scripts.

• Maintain an organised repository of customer insights and ensure learnings are regularly

shared with Growth, Content, Admissions and Product/Leadership teams.

5. CRM & Automation

• Work with CRM/marketing automation platforms to build and optimise lifecycle journeys.
• Manage segmentation, triggers, campaign logic and communication workflows.
• Coordinate with internal tech/product teams and external CRM/automation partners to

implement required journeys.

• Maintain campaign hygiene, audience lists, tagging and funnel tracking.
• Identify opportunities to automate repetitive follow-ups without compromising the student

experience.

6. Cross-functional Growth

• Work closely with Performance Marketing, Content, Creative, Admissions and

Counselling teams.

• Ensure acquisition campaigns have corresponding nurture journeys in place before

launch.

• Feed downstream conversion data back into acquisition teams to improve lead quality.

• Collaborate with the content team to turn recurring student questions and objections into

useful content.

• Support broader growth experiments across communities, referrals, partnerships and

other emerging channels.

What We're Looking For

• 3–6 years of experience in growth marketing, CRM, lifecycle marketing, influencer

marketing, D2C growth, edtech or a similar high-growth environment.

• Strong understanding of lead nurturing, lifecycle marketing and conversion funnels.
• Hands-on experience with WhatsApp marketing, SMS, email or CRM-led

communication.

• Experience managing influencer/creator campaigns from outreach through performance

measurement.

• Strong analytical mindset with the ability to move beyond vanity metrics and connect

marketing activity to revenue/conversion.

• Comfortable working with spreadsheets, dashboards, CRM platforms and campaign

analytics.

• Strong copywriting and communication skills — particularly the ability to write effective

WhatsApp/SMS/CRM communication.

• Ability to understand customer objections and convert qualitative feedback into

marketing actions.

• Strong project management and stakeholder coordination skills.
• Comfortable working in a fast-paced environment where the role may span strategy,

execution and analysis.