Senior Marketing Manager, K12

Responsibilities

• Product Positioning & Messaging
• Build and own positioning, naming, and messaging frameworks for K12 product launches.
• Develop and maintain ICP definitions and buyer personas across K12 audience segments - schools, counselors, students, and parents - across different markets.
• Ensure messaging is regionally calibrated and relevant; what lands in LATAM needs a different frame in India or the Middle East.
• Partner with UX to align in-product messaging and onboarding flows.
• Go-to-Market Execution
• Lead end-to-end GTM planning - from positioning through channel execution to adoption measurement.
• Drive feature adoption through in-product channels (email, push, in-app) coordinated with lifecycle triggers.
• Train internal stakeholders on every launch - Sales, CX, and leadership as a core GTM deliverable.
• Use AI tools to accelerate GTM output: content production, personalisation, testing, and reporting.
• Pipeline Ownership & Demand Generation
• Own pipeline generation across all channels - digital, email, lifecycle, social, events, and ABM - fully attributed to revenue.
• Drive MQL volume and conversion rates across the K12 websites (Cialfo and BridgeU) and campaign channels.
• Manage pipeline efficiency from first touch to SQL handoff with clear SLA accountability to the Sales team.
• Set and track demand gen KPIs: MQL volume, cost per MQL, MQL-to-SQL conversion rate, pipeline contribution, and channel ROI.
• Full-Funnel Campaign Execution
• Design and execute integrated campaigns across web, lifecycle email, social, events, content, and ABM.
• Own the campaign calendar, prioritising by pipeline impact and coordinating across channels for consistent messaging and timing.
• Manage external vendors and hold them accountable to performance targets, briefs, and delivery timelines.
• Build scalable campaign processes that enable faster execution and consistent cross-channel measurement.
• Run hypothesis-driven A/B tests across every channel - landing pages, email subject lines, ad creative, CTAs - and act on results fast.
• Sales & CX Enablement
• Build and own the K12 enablement library: pitch decks, one-pagers, objection handling guides, battlecards, and demo talk tracks.
• Run regular enablement sessions with global Sales and CX teams.
• Partner with CX on customer success stories and reference content tied to specific product use cases.
• Lifecycle & Email Marketing
• Own the full lifecycle marketing programme from first touch nurture through to re-engagement across the K12 audience of school leaders, administrators, and counselors.
• Design and manage automated workflows in HubSpot that move leads through the funnel and surface high-intent signals for Sales.
• Segment audiences by persona, behaviour, and funnel stage to deliver relevant messaging at the right moment.
• Monitor and improve lifecycle metrics: open rates, click-through rates, nurture-to-MQL conversion, and unsubscribe rates.
• Voice of the Customer (VoC)
• Own Cialfo's structured VoC program for K12 - regular interviews and feedback loops with schools, counselors, and students across key markets.
• Synthesise qualitative and quantitative signals into actionable insights for Product, UX, and leadership.
• Build and maintai

Additional Information

Cialfo is a leading platform connecting students, higher education institutions, and counselors through technology-driven solutions. Launched in 2017 with a mission to make education accessible to 100 million students, Cialfo provides a range of mobile and web solutions to students, K-12 institutions, and higher education institutions. We're one of the fastest-growing tech startups in the region, consistently charting new heights! This position is with Cialfo and BridgeU , one of the brands under Manifest Global , which also includes Explore and Kaaiser . About This Role We are looking for a Senior Marketing Manager to own both go-to-market strategy and pipeline generation for the Cialfo and BridgeU K12 platform. This is a high-ownership, hands-on role that combines the strategic depth of a Product Marketing Lead with the execution rigour of a Demand Generation Lead. You will own product positioning, messaging, competitive intelligence, and voice of the customer - while simultaneously driving pipeline across web, digital, lifecycle, events, social, and ABM. You will be the strategic link between what we build and how the market receives it, and you will own the campaign engine that converts that positioning into revenue. You will use AI tools natively across the entire marketing lifecycle - from audience research and brief generation through to creative production, performance analysis, and reporting - and you will operate as a true partner to the K12 Sales team, owning MQL quality, the handoff process, and pipeline SLAs. This role is based in Delhi, India and reports into the Head of Marketing, K12. This is an Individual Contributor role to begin with, with an opportunity to build and scale a team as the business grows.

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