Edtech · India
Online Reputation & Community Strategy
Built a student-led content engine through the Creator in Residence (CIR) program, turning learners into brand advocates.
Headline Result
Authentic UGC at scale from real learners.
Brand
Masai School
Role
Community & ORM Lead
Duration
2023 to Present
Market
India · Edtech
Overview
The biggest unlock in edtech ORM is that learners are more credible than the brand. I built the Creator in Residence (CIR) program to turn that into a system — a rolling cohort of student creators producing weekly content, plus ORM playbooks for the surfaces where buying decisions actually get made.
UGC cadence
Weekly
from a rolling CIR cohort
ORM surfaces
4
Quora · Reddit · Google · YouTube
Compounding
Per batch
advocates grow with each cohort
Goal
Replace generic marketing content with authentic, student-voiced advocacy across Quora, Reddit, YouTube, and Instagram.
Challenge
Education brands struggle with trust. Polished marketing copy gets discounted; real student voices land harder.
Result
A working creator pipeline producing weekly UGC, ORM responses across Quora and Reddit, and a community engine that compounds with every batch.
The Approach
How the work actually got done.
01
Creator in Residence program
Designed end-to-end: selection, onboarding, briefs, review, and amplification. Learners produced content that performed because they were the audience.
- Selection rubric tied to writing voice and platform fluency
- Weekly content briefs with format guardrails, not scripts
- Amplification loop across brand and personal handles
02
ORM playbooks per surface
Built distinct response playbooks for Quora long-form, Reddit comment culture, and Google review tone — because the same template fails across all three.
03
Turn alumni into a distribution layer
Featured alumni in brand content with a tagging convention they re-shared. Every brand post had a built-in second wave of distribution.
Core Competencies
- Community Building
- ORM
- UGC Strategy
Deliverables
- CIR program operating manual
- ORM response playbooks for Quora, Reddit, Google
- UGC briefs library with format guardrails
- Monthly sentiment + share-of-voice report
Stack & Tools
- Notion
- Google Alerts
- Quora
- YouTube Studio
"ORM is not a comment-reply function — it is a community design problem. Build the creator pipeline and the comments take care of themselves."