Meraki Labs

Startup studio co-building early ventures

Marketing Director

Marketing Generalist & ManagementConfirmed live in the last 24 hours

Full-timeBengaluru, Karnataka, IndiaIn-person

About the Job

Requirements

The candidate must have 8–14 years of marketing experience, including at least 4 years in Indian test-prep EdTech; NEET/JEE experience is strongly preferred.
The candidate must have driven consumer app or subscription growth and be able to speak to owned customer acquisition cost, activation, conversion, and retention metrics.
The candidate must have performed zero-to-one or early-scale work building a channel, brand, or team from scratch.
The candidate must have strong, hands-on performance-marketing command across Google, Meta, YouTube, and app-store campaigns, not only agency oversight.
The candidate must understand how Indian students and parents choose test preparation, including results, trust, price, and peer and teacher recommendations.
The candidate must be fluent in English and Hindi.

Responsibilities

Build Fermi AI's growth engine, covering positioning, go-to-market, acquisition, activation, and conversion to paid.
Run growth experiments directly during the first months, identify the two or three effective channels, then hire and scale.
Work daily with founders, product, and academics to shape launches and messaging.
Define Fermi AI's positioning against coaching institutes and online players, and articulate why its AI tutor is suited to NEET/JEE preparation.
Own pricing and packaging inputs with founders, including free tier, trials, subscriptions, and test-series add-ons.
Plan launches and growth campaigns around exam-calendar milestones, including new-session starts, board-exam season, JEE Main/Advanced and NEET results, and the dropper window.
Own the full funnel from awareness through install or sign-up, activation, habit, paid conversion, and renewal.
Run performance marketing on Google, Meta, YouTube, and app stores, including Universal App Campaigns and app-store optimization, with customer-acquisition-cost and payback targets.
Design referral loops, freemium hooks, and lifecycle journeys through WhatsApp, push notifications, and email in collaboration with product.
Set up attribution and analytics, including mobile measurement partner, product analytics, and customer relationship management tools.
Build business-to-business-to-consumer channels with schools, small coaching institutes, and teachers adopting Fermi AI for their students.
Run scholarship tests, seminars, and campus activations in coaching hubs.
Shape marketing for any future offline or hybrid presence.
Build trust with students and parents by demonstrating AI accuracy, alignment with NCERT and exam patterns, and measurable score gains.
Turn learning outcomes into proof through improvement data, student stories, and results, adhering to the verified-claims policy.
Grow owned channels, including YouTube, Instagram, Telegram/WhatsApp communities, previous-year-question and mock-test content, as top-of-funnel channels and demonstrations of the tutor.
Work with educators and student creators, and manage public relations and reputation on app stores and parent forums.
Hire the first marketing team across performance, content, community, and design, and manage agencies.
Run a weekly growth review covering channel customer acquisition cost, activation, paid conversion, retention, and payback.
Ensure advertising complies with CCPA guidelines on misleading coaching ads and app-store policies, including avoiding unverified ranks and guaranteed-selection claims and making honest AI claims.
Within the first 90 days, ship positioning, messaging, and a brand foundation approved by the founders.
Within the first 90 days, establish attribution, funnel dashboards, and baseline customer acquisition cost, activation, and paid-conversion measurements.
Within the first 90 days, test at least five acquisition channels and identify the two or three to scale.
Within the first 90 days, hire or line up the first performance and content hires.
Within the first 12 months, reach active-learner and paying-subscriber targets to be set.
Within the first 12 months, reduce blended customer acquisition cost to a target to be set and achieve payback within a target period to be set.
Within the first 12 months, improve activation and free-to-paid conversion in collaboration with product.
Within the first 12 months, achieve a target share of sign-ups through organic or referral channels.
Within the first 12 months, build a recognized brand among NEET/JEE aspirants and parents, supported by published learning-outcome data.

Desired Qualifications

Experience marketing an AI or adaptive-learning product and handling questions about accuracy and trust.
Experience building a YouTube channel or student community into a major acquisition source.
Experience running business-to-business-to-consumer partnerships with schools or coaching institutes.
Experience working with educator-creators and student influencers.
Fluency in one additional regional language.

About us

Fermi AI is building an AI tutor for students preparing for NEET and JEE. It teaches concepts, solves doubts step by step, adapts practice to each student's weak areas, and tracks readiness for the exam like a personal coach available any time, at a fraction of coaching fees.

The role

You will build Fermi AI's growth engine from scratch: positioning, go-to-market, acquisition, activation and conversion to paid. Your north star is paying learners who stay and improve, at a cost per paid user that scales.

This is a builder role. You will run experiments yourself in the first months, find the two or three channels that work, then hire and scale. You will work daily with founders, product and academics to shape what we launch and how we talk about it.

Key responsibilities

Positioning and go-to-market

Define Fermi AI's positioning against coaching institutes, online players and why an AI tutor built for NEET/JEE wins.
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.

Growth and funnel

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.

Partnerships and offline channels

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 we add later (open question: confirm plans).

Brand, content and community

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 our 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.

Team, data and compliance

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 (no unverified ranks, no guaranteed-selection claims, honest AI claims).

What success looks like

First 90 days

Ship positioning, messaging and a brand foundation the founders sign off on.
Stand up tracking: attribution, funnel dashboards and a baseline for CAC, activation and conversion to paid.
Run tests across at least 5 acquisition channels and identify the 2–3 worth scaling.
Hire or line up the first performance and content hires.

First 12 months

Reach [N] active learners and [N] paying subscribers (open question: set targets).
Bring blended CAC to ≤ ₹[X] with payback within [X] months.
Lift activation and free-to-paid conversion by [X] points with product.
Make ≥ [X]% of sign-ups organic or referral-led.
Build a recognised brand among NEET/JEE aspirants and parents, backed by published learning-outcome data.

Must-haves

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.
Strong performance-marketing command (Google, Meta, YouTube, app-store campaigns), hands-on, not only via agencies.
Understands how Indian students and parents choose prep: results, trust, price, peer and teacher recommendations.
Fluent in English and Hindi; one more regional language is a plus.

Good to have

Has marketed an AI or adaptive-learning product and handled questions on its accuracy and trust.
Built a YouTube channel or student community that became a major acquisition source.
Has run B2B2C partnerships with schools or coaching institutes.
Has worked with educator-creators and student influencers.

What we offer

A founding leadership seat at a Meraki Labs venture, shaping a new category: AI-first exam prep.
Competitive CTC with meaningful ESOPs.
Budget and freedom to test, then build the team and stack you need.
Close work with founders, product and AI teams where your insight shapes the product, not just the ads.

About the Company

Meraki Labs

Startup studio co-building early ventures

Meraki Labs operates as one of India's first startup studios, building and funding companies by joining forces with founders from the ground up. It provides an early-stage first cheque of 200K–1M and a plug-and-play founding team, working hands-on with 2–4 founders each year. The studio sources ideas across sectors but often focuses on education, sustainability, and inclusion, and backs mission-driven ventures. Unlike traditional investors, Meraki Labs co-builds companies with founders, taking an active role in shaping the product, team, and strategy from the start. Its goal is to create durable, purpose-driven companies by providing both funding and a ready-to-operate founding team to increase their chances of success.

Company size: 11-50
Company stage: Not listed
Total funding: Not listed
Headquarters: Bengaluru, India
Founded: 2020

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