On a mission to make tech careers accessible to everyone, no matter their financial or educational backgrounds.

Masai

About Masai
Masai is one of India's leading outcome-driven career schools. Alongside our own programs, we run certificate and executive programs in partnership with institutions like the IIMs, IITs and BITSoM — across analytics, AI/ML, management and emerging tech.
Our growth is driven by two engines: paid performance marketing and creator-led activations. Both run on content. This role owns that content.
Role Overview
This is a performance-first content role.
You will write the ad copies and video scripts that carry our paid campaigns, write and close scripts for the creators who promote our programs, and make the narrative calls that decide whether a campaign converts or dies. You'll be as comfortable in a Meta Ads breakdown or a performance sheet as you are in a Google Doc.
If you want to write for a living and never look at a number, this isn't the role. If you want to see a hook you wrote move CPL by 20% and then figure out exactly why, read on.
Key Responsibilities1. Ad Copy &amp; Video Scripts (Core)
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Write high-converting ad copies and video scripts across all programs — Masai's own and our institutional partner programs.
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Adapt messaging by program, audience segment, funnel stage, platform and language (English and Hindi/Hinglish).
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Translate technical and business concepts — analytics, AI/ML, product, management — into copy that a working professional actually understands and acts on.
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Write hooks, angles and CTAs with a clear point of view on why each one should work, then let the data settle the argument.
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Work with designers and video editors to take a script from idea to shipped creative.
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2. Creative Performance Analysis &amp; Narrative Strategy
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Do granular analysis of creative performance — hook rate, hold, CTR, cost per lead, lead quality, downstream conversion — not just top-line spend reports.
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Identify what's working and what's fatiguing, and adjust content strategy and narrative accordingly.
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Track performance through the Meta Ads platform and internal sheets/dashboards; own the reporting cadence for content performance.
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Build and maintain a creative directory — a living library of winning hooks, scripts, angles and formats, tagged by program, audience and performance, so new creative starts from proven patterns instead of a blank page.
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Spot market saturation early and lead narrative pivots before performance drops off a cliff.
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3. Creator &amp; Influencer Scripting
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Write scripts tailored to each creator's page niche, delivery style, tonality and language — the script should sound like them, not like an ad read.
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Understand the tech, business and industry context well enough to write accurately about program curriculum, outcomes and differentiators.
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Handle creative disagreements with creators with maturity: protect lead performance while protecting the relationship.&nbsp;
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4. Brand Language, Style &amp; Reputation
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Define, maintain and evolve Masai's brand voice across paid, organic and creator content.
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Keep messaging consistent across every touchpoint, including content that goes out through third parties.
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Protect brand reputation in how programs, outcomes and partner institutions are represented — accuracy is non-negotiable in education marketing.
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Build storytelling that strengthens positioning: learner success stories, program narratives, thought leadership.
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5. SEO &amp; Organic Content
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Apply solid SEO fundamentals — keyword research, search intent, on-page optimisation — to website, landing page and blog content.
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Work with the Growth and SEO teams to improve organic visibility and lead flow.
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Use GA4 and Google Search Console to track organic performance and inform content decisions.
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6. Process &amp; Team Leadership
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Create and maintain SOPs for content creation, scripting, review, approval and publishing — with the explicit goal of making the process repeatable by others.
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Review others' work, give clear feedback, and raise the bar on output quality without becoming the bottleneck.
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Partner with Growth Marketing, Performance, Design, Product, Admissions and Leadership.
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Required Skills
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3–5 years in content marketing, performance marketing content, creator/influencer marketing or brand marketing.
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Proven ad copywriting and video scripting for Meta, Google, YouTube and LinkedIn
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Hands-on comfort with performance data: Meta Ads Manager, Google Analytics (GA4), Google Search Console, and Excel/Google Sheets.&nbsp;
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Strong grasp of consumer psychology, marketing funnels, creative fatigue and market saturation.
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Ability to understand and write about technical and business subject matter — analytics, AI/ML, product, management - with genuine accuracy.
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Business acumen: you can connect a content decision to a business outcome and change direction when the business requires it.
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Strong stakeholder management: creators, agencies, internal teams, leadership.
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Working knowledge of SEO principles and keyword research.
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Experience using AI tools to improve content speed and quality - with editorial judgement over what ships.
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Fluent in English; comfortable writing or adapting in Hindi/Hinglish is a strong advantage.
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Preferred Qualifications
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Experience in EdTech, D2C, consumer internet or SaaS.
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Direct experience working with creators or influencers — briefing, scripting, negotiating and closing.
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People management experience, or clear evidence of mentoring and reviewing others' work.
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Understanding of CRO and landing page optimisation.
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Experience with email marketing and marketing automation tools.
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Success Metrics
Primary
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Cost per lead and lead quality from content-led paid campaigns.
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Creative win rate — share of new creatives that beat the current control.
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Conversion from creator campaigns: views → clicks → leads → bookings.
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Speed from brief to shipped creative, supported by the creative directory.
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Secondary
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Growth in organic traffic, keyword rankings and content-attributed leads.
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Consistency of brand voice across owned and creator channels.
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Adoption and effectiveness of content SOPs.
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Ramp-up and output quality of the team members you hire and manage.
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How We'll Evaluate
Shortlisted candidates will be asked to complete a short assignment:
Write two ad video scripts (40–60 seconds) for one of our programs, targeting two different audience segments — and explain the reasoning behind each hook.Rewrite one of the scripts for a specific creator profile we'll share, matching their tone and format. 
We care more about your reasoning than your polish.
Why Join Masai
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Own the content engine behind one of India's fastest-growing career education brands — with real budget behind your words.
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Work across a portfolio of programs built with the IIMs, IITs and BITSoM.
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High ownership, fast feedback loops, and a direct line between what you write and what the business earns.
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Build and lead your own team within the first year.
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Create content that reaches lakhs of learners and genuinely changes career trajectories.
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