OFFLINE GTM LEAD

Company Overview

It is an innovative educational platform that focuses on delivering quality learning experiences. The company aims to enhance its reach and impact through effective offline growth strategies.

Job Summary

The Director Offline GTM Lead owns end-to-end offline growth engine — from school and community activations to MarCom deployment, new centre launches, and Business Development Executive (BDE) productivity. This role requires a high level of ownership, featuring a field-first approach, where the individual will plan and execute across multiple lead generation channels simultaneously, drive walk-in conversions, and build repeatable playbooks for offline growth at scale.

Responsibilities

• Lead Generation (Offline Channels):

  • Drive engagement with schools for lead generation and brand visibility.
  • Plan and execute below-the-line (BTL) activities across target geographies.
  • Coordinate outreach programs with Academic Advisors and Public Relations Officers.
  • Design and run referral programs targeting existing students, parents, and alumni.
  • Execute hyperlocal activations in residential areas and retail locations.
  • Plan, promote, and execute large-format seminars for students and parents.

• MarCom Planning & Deployment (ATL & BTL):

  • Own marketing communications calendar and ensure brand consistency across offline touchpoints.
  • Plan and coordinate creative requirements for various offline media.
  • Manage vendor relationships for print, outdoor, and on-ground execution.
  • Track spend efficiency and ROI across ATL and BTL campaigns.

• New Centre Launch Planning & Deployment:

  • Own GTM planning for new Learning Centre launches.
  • Design launch playbooks covering pre-launch, activation, and follow-up.
  • Coordinate with various teams for readiness before launch.
  • Set and track lead and walk-in targets for the launch window.

• Monthly Planning: Leads to Walk-In:

  • Own the monthly GTM planning cycle, setting lead and walk-in targets.
  • Monitor daily performance against plans and trigger corrective actions as needed.

• MVSAT / Admission Test & Free Product Design:

  • Design and deploy Minimum Viable Student Acquisition Tests and offline admission test initiatives.
  • Track conversion rates from test-takers and free product users to paid admissions.

Qualifications

• Must-Have:

  • 6-10 years of experience in offline GTM, field marketing, or growth.
  • Proven experience in planning and executing large-format activations and managing field sales teams.
  • Strong planning mindset, comfortable with performance tracking and dashboards.
  • Experience owning ATL and BTL marketing communications from brief to execution.

• Educational Qualifications:

  • A degree in Marketing, Business Administration, or a related field is preferred.

Preferred Skills

• Prior experience in edtech, test preparation, or K-12 education.
• Experience designing assessment-based or free product GTM hooks.
• Track record of launching new markets or centres and building playbooks.
• Familiarity with referral program design and management.
• Comfort with data tools for field performance tracking, including Excel and CRM dashboards.

Experience

• 6-10 years in relevant fields, with direct ownership of lead generation and conversions.

Environment

The role is primarily field-based, requiring time spent in various offline settings to oversee activations and engagements. The position may necessitate travel across different geographies.

Growth Opportunities

Potential for career advancement within the marketing and growth sectors as the offline strategy expands and evolves.