About This Role
Driving growth for Fermi AI's AI tutor for NEET and JEE students is the core of this Marketing Director role. The successful candidate will build the growth engine from scratch, focusing on positioning, go-to-market strategy, acquisition, activation, and conversion to paid users. This builder role involves running initial experiments, identifying effective channels, and then scaling the marketing efforts by hiring a team.
Responsibilities
- Define Fermi AI's positioning against coaching institutes and online players
- 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
- 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
- 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 added later
- 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 the 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
- 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
Requirements
- 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
