Product Marketing Lead, K12
Cialfo
Marketing & Communications, Product
Delhi, India
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!
About This Role
We're seeking a Product Marketing Lead to own go-to-market strategy, product positioning, competitive intelligence, and the voice of the customer programs for the Cialfo and BridgeU K12 platform.
This is a product-first PMM role — not a content or demand gen role. Your job is to be the strategic link between what we build and how the market receives it: translating product capabilities into narratives that resonate with schools, counselors, students, and parents across the globe, and feeding customer and market intelligence back into the product and business. You'll own product messaging, Sales and CX Enablement, Win/loss program, run VoC programs, and ensure every product launch lands with precision. You'll work closely with Product, UX, Sales, and Client Experience — and will be expected to leverage AI to scale your output across all of it.
This is an individual contributor role based in Delhi, India, reporting into the Head of Marketing, K12.
What You Will Be Doing
- 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, 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.
- 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.
- 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 maintain a VoC repository so customer language, pain points, and unmet needs are systematically captured and accessible.
- Run advisory panels or user research sprints in partnership with Product to inform the roadmap.
- Win/Loss & Competitive Intelligence
- Own the win/loss program — conduct regular interviews with won and lost opportunities, synthesise findings, and present to Product, Sales, and leadership quarterly.
- Build and maintain competitive intelligence: monitor the landscape, develop battlecards, and keep Sales and CX equipped to win.
- Feed competitive and customer insights back into positioning and product feedback loops.
- Cross-functional Collaboration
- Embed with Product Management throughout the development cycle — from discovery through launch.
- Be the voice of the customer for product and engineering teams.
- Engage global CX and Sales teams across multiple countries to gather insights and drive regional relevance.
About You
- Qualifications
- Bachelor's or Postgraduate degree in Marketing, Business, Communications, or a related field.
- Experience & Skills
- 4–5 years of total marketing experience, with 2–3 years in a core product marketing role at a technology company.
- Demonstrated track record of owning product positioning, messaging, and launches across B2B products.
- Experience building Sales enablement programs — training and structured rhythms, not just collateral.
- Experience running VoC programs — structured customer research, interviews, or advisory panels that influenced product or positioning decisions.
- Hands-on experience with a win/loss analysis program — not just contributing to one, but shaping how it works.
- Experience launching products in India, South East Asia, China, Australia, etc.
- Hands-on experience with marketing automation tools.
- Qualities
- You think in customer language — you can take a complex feature and turn it into a message a buyer or a school counselor could resonate with.
- You are the connective tissue between Product, Sales, CX, and UX — aligning people across functions and time zones without needing a title to do it.
- You are data-driven: product adoption metrics, VoC findings, win/loss patterns, and campaign performance all inform how you work.
- You actively use AI tools (Claude, ChatGPT, and equivalents) to multiply your output — daily, not occasionally.
- You are equally comfortable at strategic and executional levels — you write the strategy and then go execute it yourself.
- You have genuine curiosity about the K12 education space — the counselor workflow, the student journey, the institutional buying process.