Job Description: GTM Manager, UPSC CSE
Location: Bengaluru (On-site)
Experience: 4+ years
About the Role
We are hiring a GTM Manager to own lead generation and go-to-market execution for our UPSC CSE vertical, covering the full aspirant journey from Prelims preparation through Mains and Interview. This is a lead generation role with a revenue ownership mindset: you are measured on lead volume, cost, and quality, not on revenue, but every system you build should be designed around the enrolments those leads become. You will design, build, and run the funnel, lifecycle systems, and channel mix for the vertical, and report directly to the Category Head on pipeline health.
Responsibilities
- GTM Strategy and Calendar
- Design and execute the go-to-market plan for UPSC CSE offerings: test series, mentorship programs, foundation batches, and Prelims/Mains-specific products.
- Own the annual GTM calendar for the vertical: batch launches, exam-cycle campaigns (notification release, Prelims countdown, Mains window, results), scholarship tests, free trials, and sale events.
- Identify and size new lead pools: Hindi-medium and vernacular aspirants, Tier-2/3 and district-level markets, working professionals, early-start college students, and repeat-attempt aspirants.
- Build launch playbooks for new products and batches: positioning, pricing input, channel mix, and lead ramp targets.
Lead Generation and Funnel Ownership
- Own the lead funnel end to end: awareness, lead capture, webinar and workshop attendance, and handover to the counselling team.
- Deliver monthly and quarterly targets on lead volume, cost per lead, qualified lead rate, counselling connect rate, and enrolment conversion of generated leads.
- Run offer and activation experiments (scholarship tests, free trials, early-bird windows, free mock tests) with defined success metrics, day-wise tracking, and year-over-year comparison.
- Maintain channel-wise lead attribution (WhatsApp, SEO/organic, SMS, referral, educator-driven, influencer-driven) and reallocate spend and effort based on cost and conversion, not volume alone.
Lifecycle, CRM and Nurture
- Build aspirant nurture journeys mapped to the UPSC calendar across WhatsApp, email, SMS, and push notifications.
- Own CRM segmentation (freshers vs. repeaters, Prelims-cleared vs. Mains-stage, engaged vs. dormant) and design reactivation and referral loops that surface sales-ready leads.
- Build systems that move an aspirant from a free touchpoint (test series download, free notes, free class, YouTube) to a counselling-ready lead for a paid program.
Channels, Partnerships and Cross-Functional Execution
- Own non-paid and hybrid lead channels: WhatsApp communities, affiliate and partner networks, college societies, educator collaborations, and educator-led YouTube/Instagram funnels.
- Work with academic teams to convert mock-test analytics, answer-writing diagnostics, and study material into lead magnets that capture high-intent aspirants.
- Coordinate across marketing, sales/counselling, product, and academic teams for the vertical. You define the audience, the hook, and the lead targets; performance marketing, content, and design teams execute against your brief.
How Success Is Measured
Targets are set monthly and quarterly with the Category Head Core metrics:
- Qualified lead volume against target
- Cost per lead and cost per qualified lead
- Counselling connect rate on generated leads
- Enrolment conversion of generated leads
- Lead contribution to new product and batch launches
- Year-over-year improvement on repeat campaigns (scholarship tests, trials, sale events)
Qualifications
- 4+ years in growth marketing, GTM, lifecycle, or demand generation roles with direct ownership of a lead pipeline. You should be able to state the volume, cost, and conversion numbers of systems you built.
- Hands-on experience building CRM and lifecycle systems (WhatsApp Business API, email automation, segmentation), not only managing an agency that does it.
- Experience creating a GTM plan for a new market or segment and taking it to measurable pipeline.
- Working command of funnel math, CPL analysis, cohort analysis, and experiment design.
Required Skills
- Exposure to test prep, edtech, or other high-consideration consumer categories.
- Familiarity with the UPSC ecosystem: exam stages, attempt cycles, aspirant behavior.
- Experience running Hindi or regional-language campaigns.
- MBA/PGDM in Marketing.
Preferred Skills
- You have built growth systems where none existed and prefer running them hands-on.
- You track qualified pipeline, not channel activity, and you flag quality problems early even when volume looks good.
- You are comfortable with ambiguity, short feedback loops, and direct visibility to category leadership.
- You understand that UPSC preparation is a 12 to 18 month, high-stakes commitment, and that acquisition messaging has to be credible with serious aspirants.
Equal Opportunity Statement
Why this role: Ownership of the growth engine for a flagship category, a large existing organic audience (YouTube channels, free content, learner communities) to convert, and direct access to the Category Head for fast decisions.
