Role Overview
We are a fast-growing online education company in the QA and AI space looking for a Content Marketing Manager with a strong background in SMM and online education.
Your main mission is to use content, warm channels, and communities to consistently generate qualified leads and grow our CRM database. You will work with a highly specific, technical audience (QA engineers, test automation engineers, and developers) and turn content into pipeline and revenue.
Primary Success Metric:
- Number of qualified leads from warm channels
Key KPIs:
- Volume of qualified leads from warm channels (Instagram, LinkedIn, email, chatbots, communities, etc.)
- Growth of the CRM database from warm sources
- Conversion rates across the funnel (subscriber → lead → application)
- Community growth and engagement
- Email marketing performance (open rate, CTR, reply/response rate, conversion to lead)
- Number of hypotheses tested and implemented per month
What You’ll Do
1. Content Strategy & Audience Insight
- Own the content strategy across all warm channels (social, email, chatbots, communities, landing pages).
- Analyze competitors’ content, funnels, and positioning to identify opportunities and differentiation.
- Research our target audience (QA, test automation, technical professionals): pains, motivations, topics, preferred formats, and platforms.
- Build and maintain a content calendar aligned with product launches, webinars, cohorts, and campaigns.
- Break down key topics and events into multi-channel content series (social posts, emails, bot flows, landing copy, community activities).
2. Social Media & Community Management
- Manage and grow our presence across key social platforms (e.g., Instagram, Telegram, LinkedIn, YouTube/short-form video platforms).
- Create and run content series and recurring formats that drive engagement and trust.
- Launch and nurture communities (Reddit, Discord, or similar): moderation, discussions, feedback loops, and activation of power-users/advocates.
- Coordinate visual assets with designers (or brief them clearly) to ensure content is on-brand and performance-oriented.
3. Lead Generation from Warm Channels
- Design and launch content-based funnels: lead magnets, checklists, templates, mini-courses, and webinars/workshops.
- Build journeys from first touch to application:
- content → lead magnet → email/bot sequence → event/webinar → application.
- Work closely with performance marketing and sales to increase lead quality and readiness to buy.
- Continuously test hooks, formats, and offers to improve CPL and conversion rates from warm traffic.
4. Chatbots & Automation
- Collaborate with technical specialists to design and maintain chatbot funnels.
- Map out conversation flows, write messages, and define triggers and logic that align with the funnel stages.
- Ensure robust integration between chatbots, CRM, and analytics.
- Monitor metrics (opt-in rate, completion rate, conversion) and constantly optimize flows.
5. CRM & Performance Analytics
- Work daily in the CRM (e.g., HubSpot, Pipedrive, Salesforce, or similar):
- ensure accurate lead capture from all warm channels,
- maintain segments, tags, and funnel stages,
- review basic dashboards for your channels.
- Use analytics tools (GA4, product analytics, social media insights) to track what’s working and what’s not.
- Own regular reporting on your KPIs and propose clear, data-driven next steps.
6. Content Production & Light Team Management
- Write and edit high-converting copy for:
- social posts and threads,
- email campaigns and automated flows,
- landing pages and lead magnets,
- chatbot sequences,
- scripts and outlines for video/webinars.
- Set clear briefs, deadlines, and quality standards; ensure consistent tone of voice across all touchpoints.
What You Bring
Experience
- 3+ years of experience in content marketing, digital marketing, or SMM.
- Proven experience in online education / EdTech (course launches, webinars, programs, or similar) — required.
- Track record of generating and nurturing leads through content and warm channels, not just growing vanity metrics.
- Experience working with technical or B2B-ish audiences (engineers, QA, developers, product/tech roles) is a strong plus.
Skills & Competencies
- Strong English written communication:
- you can explain complex ideas clearly and concisely,
- you can adapt tone for technical audiences,
- you understand how to write to convert, not just to inform.
- Solid understanding of online funnels and digital sales:
- from awareness and engagement to lead, application, and sale,
- familiarity with launch models and cohort-based education is a plus.
- Hands-on experience with CRM systems (HubSpot, Pipedrive, Salesforce, or similar),
- Ability to work with large volumes of content: repurposing, structuring, tagging, and testing different angles.
- Comfortable designing and running experiments: you think in hypotheses, not random posts.
