Marketing Specialist - Organic Growth & ORM

Job description

**About the Role:** Were looking for a sharp, execution-focused Growth Marketing Specialist to own and scale our organic presence. Youll build brand awareness through YouTube, SEO, AEO, and community platforms, actively manage and improve Masais online reputation, and identify new organic channels that can work as lead magnets for the business. The role spans both our internal YouTube channel and the broader YouTube ecosystem, where youll curate and activate influencer-led narratives that shape brand perception. This is a high-ownership role where your work directly shapes what people see when they search for us, and how they feel about what they find. **Key Responsibilities:** **YouTube: Internal Channel Management** - Own end-to-end management of Masais YouTube channel: content calendar, publishing cadence, thumbnails, titles, metadata, and channel growth metrics - Curate and develop long-form video strategy, working with in-house presenters and production teams to script, plan, and optimize content for watch time, retention, and brand recall - Track channel performance and connect video content to brand awareness and perception outcomes **YouTube: Influencer Activation & ORM** - Curate and execute an influencer activation plan on YouTube, identifying creators whose audiences overlap with our target learners - Brief, script, and coordinate with influencers to produce authentic content that builds positive brand narratives and addresses common objections or misconceptions - Use influencer content strategically as an ORM lever, ensuring that YouTube search results for brand and category queries surface credible, balanced perspectives - Manage the influencer pipeline end to end: outreach, negotiation support, script alignment, publishing coordination, and performance tracking **Brand Awareness: SEO, AEO & Organic Visibility** - Execute SEO and AEO (Answer Engine Optimization) strategies that grow brand visibility across Google SERPs and AI-driven answer surfaces (ChatGPT, Perplexity, Google AI Overviews) - Identify keyword and topic opportunities, build content clusters, and track ranking movement, share of voice, and brand search volume - Ensure the brand shows up credibly and consistently wherever prospective learners research careers, courses, and outcomes **New Channel Discovery & Lead Magnets** - Identify, test, and build new organic channels and formats that can serve as lead magnets (communities, newsletters, tools, downloadable resources, WhatsApp/Telegram ecosystems, emerging platforms) - Run structured experiments: validate a channels potential, build the playbook, and scale what works - Connect these channels to the business funnel with clear tracking of lead volume and quality **ORM, Agency & Community Management** - Own end-to-end execution of Reddit and Quora strategies, from account building and community engagement to content seeding and thread management - Manage the Reddit ORM agency relationship: set monthly priorities and briefs, review content quality and platform-nativeness, track deliverables against SLAs, and ensure agency output aligns with brand narrative and ORM goals - Act as the single point of contact between internal teams and the agency, consolidating feedback and holding the agency accountable to outcomes, not just activity - Continuously monitor brand mentions, reviews, and discussions across Reddit, Quora, YouTube, Google, and social platforms - Identify negative sentiment early and neutralize it through genuine, organic, value-first content strategies rather than deletion or suppression tactics - Improve the overall Reddit and Quora experience of the brand so that high-intent searchers encounter balanced, authentic narratives - Ensure ORM efforts positively influence SERP results for brand and near-brand queries - Build playbooks, SOPs, and trackers for ORM response, escalation, and sentiment reporting **Requirements:** - 1-3 years of experience in organic growth, SEO/content marketing, ORM, influencer marketing, or community management - Hands-on experience with at least two of: YouTube channel management, influencer campaign execution, Reddit/Quora community strategy, SEO execution, ORM - Experience managing external agencies or vendors: briefing, quality control, deliverable tracking, and performance reviews - Strong understanding of how SERPs and YouTube search work, including ranking factors, featured snippets, and the growing role of AI answer engines - Good understanding of AI tools (ChatGPT, Claude, Perplexity, Gemini, and AI-powered SEO/content tools) and the ability to use them effectively for research, content workflows, sentiment analysis, and productivity - Experience coordinating with creators or influencers: briefing, script alignment, and managing deliverables - A builders mindset: comfortable testing new channels from scratch and turning experiments into repeatable playbooks - Ability to write and adapt content that reads native to each platform (a Reddit comment should never sound like a press release) - Comfortable with tools like Ahrefs, SEMrush, Google Search Console, YouTube Studio, and social listening or monitoring tools - Data-driven mindset: you can track brand visibility metrics as well as lead magnet performance - High judgment and discretion; ORM and influencer work requires tact, authenticity, and patience **Good to Have:** - Experience in edtech or consumer internet, where reputation directly impacts conversion - Existing relationships with creators or influencer agencies in the education, career, or tech space - Prior experience on either side of an agency relationship (client-side agency management or agency-side account management) - Familiarity with AEO/GEO concepts and structured data (schema markup) - Understanding of community dynamics on Reddit (karma, subreddit culture, mod relations) - Experience building AI-assisted workflows or automations for content, research, or reporting - Experience buildin