Product Marketing Associate

 

Why this role exists:

At Learnyst, we power secure online academies for creators, educators, and test-prep institutes across India and abroad. We compete with Graphy, Teachable, Kajabi, Edmingle, Classplus, and a dozen others in a category where every player sounds the same on their homepage.

 

Right now, we have a marketing team that can execute SEO, paid ads, content, and automation, but we don't have someone whose job is to think about positioning, competitive angle, and messaging across the board. That's the gap this role fills.

 

You will be the person who decides what we say, why we say it, and how we sound different from every other LMS in the category. You will not own a calendar of social posts or a campaign budget.

 

You will own the thinking layer that everything else gets built on top of.

 

This is a role for someone who is already in PMM and wants more ownership, faster shipping, and direct visibility with founders — not someone looking for a title bump without the work.

What you will own:

 

1. Positioning and messaging

• Build and maintain Learnyst's positioning framework across our key segments: test-prep institutes, creators, and corporate L&D

• Translate Voice-of-Customer into messaging pillars, value propositions, and proof points

• Ensure messaging consistency across ads, landing pages, sales pitches, and product communication

• Maintain a "message bank" that the whole team can pull from

 

2. Competitive intelligence

• Own competitive battlecards for our top 6–8 competitors (Graphy, Teachable, Kajabi, Classplus, Thinkific, Edmingle, etc.)

• Run win/loss analysis with sales — what's working, what's failing, what's changing

• Track competitor moves: pricing, positioning shifts, feature launches, marketing campaigns

• Build "Why we win / Why we lose" docs that update quarterly

 

3. BOFU content (you write these yourself)

• Comparison pages: "Learnyst vs Graphy," "Learnyst vs Kajabi," etc.

• Use-case pages for test-prep institutes, creator academies, and corporate L&D

• Customer case studies with real numbers and quotes

• Solution pages tied to ABM target accounts

 

4. Sales enablement

• One-page battlecards, objection-handling FAQs, talking points, follow-up email templates

• Sit in on sales calls and feed insights back into messaging

• Build a "sendable asset" library that reps actually use, not a folder nobody opens

 

5. Content briefs and creative direction

• You don't write blogs; you set the strategic direction and edit necessary parts to improve conversion rate.

• Direct video content angles for our Content Creator.

• Coming up with ad copies for Google and Meta Ads

 

6. Customer research

• Run 2–3 customer interviews per month

• Maintain a Voice-of-Customer vault: pains, triggers, objections, outcomes, real language

• Translate sales-call patterns and support tickets into content angles

• Be the team's source of truth on what buyers actually think

 

7. ABM messaging support

• Work with our systems lead to craft account-level messaging for our top ABM targets (test-prep institutes with ₹5Cr+ revenue)

• Provide outbound copy that resonates with decision-makers

• Build proof packs (case studies, ROI calculators, comparison sheets) for high-value accounts

 

What success looks like:

 

By Day 30:

• Interviewed Sales, Customer Success, Founders, and 3 customers

• Audited current positioning and content; identified the top 3 messaging gaps

• Shipped the first comparison page or battlecard

 

By Day 90:

• 3+ battlecards live and adopted by sales

• 2–3 BOFU pages published (comparison or use-case)

• 1 case study with real customer numbers and quotes

• Customer interview cadence set up (2/month minimum)

 

By Day 180:

• Measurable conversion lift on BOFU pages you've shipped

• Sales actively using your assets in active deals (verified through usage tracking)

• Win/loss insights running quarterly

• Clear messaging frameworks adopted across paid ads, organic content, and sales pitches

 

What we are looking for:

• 2–3 years of in-house B2B SaaS Product Marketing experience. Not "marketing exec with a PMM title." Real PMM work, with owning positioning, competitive, sales enablement, and GTM.

• Shipped portfolio of positioning work. You can show us battlecards, comparison pages, messaging docs, or launch assets you personally led.

• Strong writing chops. You can write a BOFU comparison page yourself. Not at the level of a senior copywriter, but at the level of "I can ship a 1,500-word comparison page that converts."

• Sales-facing experience. You've worked closely with sales reps, sat on calls, run win/loss interviews, or built enablement assets people actually use.

• Customer interview comfort. You've talked to real customers, not just read survey results.

 

Strong Plus:

• Worked on products with multiple buyer personas (we have test-prep institutes, creators, and corporate L&D — three distinct buyers)

• Experience with competitive content (comparison pages, alternative pages, vs-pages)

• Familiarity with India and global B2B SaaS go-to-market motions

• Worked on ABM or high-ACV deal cycles

• Interest in edtech, LMS, creator economy, or test-prep markets

 

Whom this job might not fit:

• "Framework PMMs" who can talk positioning but haven't shipped a comparison page in 18 months

• Agency-only background with no in-house ownership

• Content writers labelled as PMMs (your portfolio should be positioning and messaging, not blog posts)

• People whose PMM job was making slide decks for internal launches and nothing customer-facing

• Anyone who needs 4 weeks of "stakeholder alignment" to ship a battlecard

 

What we offer:

• ₹7–8 LPA based on depth and ownership history

• Direct ownership of positioning across the company — your work shapes ads, sales pitches, and content

• You'll work directly with our Growth Manager and have visibility into the CEO and co-founder's strategy decisions

• No layers between you and shipping. Decisions are fast. Assets go live in days, not weeks.

• A growing team where you'll be the strategic voice in a marketing team of 5–6, high leverage, and real visibility

• Real metrics tied to your work. We track content-attributed pipeline, conversion lift on BOFU pages, and sales asset usage. You'll see your impact.