Lead - Customer Marketing

📌 Core Information

🔹 Job Title: Lead - Customer Marketing

🔹 Company: Freshworks

🔹 Location: Bengaluru, India

🔹 Job Type: Full-time

🔹 Category: Marketing

🔹 Date Posted: May 8, 2025

🔹 Experience Level: 10+ years

🔹 Remote Status: Hybrid (United States, India)

🚀 Job Overview

Key aspects of this role include:

• Developing and executing email nurture programs to enhance customer retention and loyalty
• Analyzing customer data and collaborating with cross-functional teams to optimize customer engagement strategies
• Gathering and analyzing customer feedback to improve email effectiveness and overall customer experience
• Driving alignment with internal teams on retention priorities and advocating for customer needs

ASSUMPTION: This role requires a strategic mindset, strong analytical skills, and the ability to thrive in a fast-paced, dynamic environment. Candidates should be comfortable working in a dual-site model between the U.S. and India.

📋 Key Responsibilities

✅ Develop and execute a comprehensive email nurture strategy focused on engaging customers throughout their lifecycle to drive retention and foster ongoing loyalty

✅ Define key performance metrics and KPIs for email nurture programs, such as open rates, click-through rates, conversion rates, and customer lifetime value (CLV)

✅ Utilize data analysis to assess program effectiveness and identify areas for optimization, such as improving email content, cadence, segmentation, and targeting strategies

✅ Implement A/B testing methodologies to experiment with different email variables and iterate on strategies based on performance insights

✅ Utilize customer data and feedback to gain insights into customer behavior, preferences, and needs and develop experiments that would influence deeper product adoption and utilization

✅ Conduct customer interviews and surveys to gather qualitative feedback on their experiences with our products, services, and email communications

✅ Partner closely with Product Management, Engineering, Support, Customer Success, and Sales teams to align email nurture programs with broader customer engagement initiatives

✅ Act as a liaison between customers and internal teams, advocating for customer needs and driving alignment on retention priorities

✅ Collaborate with content creators, designers, and copywriters to develop compelling email content that resonates with target audiences and drives desired actions

✅ Demonstrate a proactive approach to problem-solving, with the ability to analyze data, identify trends, and propose actionable recommendations for improving program effectiveness

✅ Take ownership of initiatives and drive them to successful completion, while effectively managing priorities and deadlines in a fast-paced environment

ASSUMPTION: This role requires a strong individual contributor who can work independently and collaboratively to drive results and improve customer retention.

🎯 Required Qualifications

Education: Bachelor's degree in Business Administration, Marketing, or related field; Master's degree preferred

Experience: 8+ years of marketing experience with a focus on email marketing and customer lifecycle management, preferably in a B2B SaaS environment

Required Skills:

• Proven track record of developing and executing successful email nurture programs that drive customer retention and loyalty
• Strong analytical skills with the ability to derive actionable insights from data to inform strategy and decision-making
• Excellent communication, presentation, and interpersonal skills
• Experience in leading cross-functional teams and driving alignment towards common goals
• Ability to thrive in a fast-paced, dynamic environment and navigate ambiguity
• Familiarity with various email marketing platforms and tools, as well as experience with marketing automation and CRM systems

Preferred Skills:

• Fluency in English and local language(s)
• Experience working in a global, multicultural environment

ASSUMPTION: Candidates with a strong background in B2B email marketing and customer lifecycle management, as well as proven experience driving retention strategies, will be well-suited for this role.

💰 Compensation & Benefits

Salary Range: INR 25-35 lakhs per annum (Estimated based on industry standards for a role of this level and location. Actual salary may vary based on experience and qualifications.)

Benefits:

• Health, dental, and vision insurance
• Retirement savings plan with company match
• Generous time off and flexible work arrangements
• Employee stock options
• Professional development opportunities

Working Hours: Full-time, with flexibility for a hybrid work arrangement between the U.S. and India

ASSUMPTION: The salary range provided is an estimate based on industry standards for a role of this level and location. Actual salary may vary based on experience and qualifications.

📌 Applicant Insights

🔍 Company Context

Industry: Freshworks is a leading provider of customer experience (CX) and employee experience (EX) software, operating in the competitive Software Development industry

Company Size: Freshworks is a mid-sized company with 5,001-10,000 employees, providing a structured yet dynamic work environment

Founded: Freshworks was founded in 2010 and has since grown to serve over 72,000 companies worldwide

Company Description:

• Freshworks makes it fast and easy for businesses to delight their customers and employees by taking a fresh approach to building and delivering software that is affordable, quick to implement, and designed for the end user
• Headquartered in San Mateo, California, Freshworks has a global team operating from 13 global locations to serve more than 65,000 companies -- from startups to public companies -- that rely on Freshworks software-as-a-service to enable a better customer experience (CRM, CX) and employee experience (ITSM)
• Freshworks' cloud-based software suite includes Freshdesk (omni-channel customer support), Freshsales (sales automation), Freshmarketer (marketing automation), Freshservice (IT service desk), Freshchat (AI-powered bots), supported by Neo, their underlying platform of shared services

Company Specialties:

• Customer Support Software
• Helpdesk
• Web 2.0
• SaaS
• Support Ticket System
• Web Based Support Ticket System
• CRM
• ITSM
• Applicant Tracking System
• Conversion Optimization Suite

Company Website: Freshworks

ASSUMPTION: Freshworks is a well-established company with a strong focus on customer and employee experience, providing a robust platform for applicants to grow and develop their careers.

📊 Role Analysis

Career Level: This role is at the senior individual contributor level, with the potential to grow into a management role

Reporting Structure: The Lead - Customer Marketing will report to the Sr. Manager of Lifecycle & Retention Marketing

Work Arrangement: This role offers a hybrid work arrangement, with flexibility for employees to work from the U.S. or India

Growth Opportunities:

• Potential to grow into a management role, leading a team of marketing specialists
• Opportunities to work on cross-functional projects and collaborate with various teams
• Chance to gain experience in a global, multicultural environment

ASSUMPTION: This role offers significant growth potential for candidates looking to advance their careers in customer marketing and lifecycle management.

🌍 Location & Work Environment

Office Type: Freshworks' Bengaluru office is a modern, collaborative workspace with state-of-the-art facilities

Office Location(s): 2950 S Delaware St, Suite 201, San Mateo, California, USA; SP Infocity, Block B, 1st Floor, 40, MGR Salai, Perungudi, Chennai, Tamil Nadu, India

Geographic Context:

• Bengaluru, India: Known as the "Silicon Valley of India," Bengaluru is a major tech hub with a vibrant startup ecosystem and a diverse, multicultural population
• San Mateo, California, USA: Located in the heart of Silicon Valley, San Mateo offers a dynamic business environment and easy access to top tech talent

Work Schedule: Full-time, with flexibility for a hybrid work arrangement between the U.S. and India

ASSUMPTION: Applicants can expect a modern, collaborative work environment with opportunities for both in-office and remote work.

💼 Interview & Application Insights

Typical Process:

• Online application and resume screening
• Phone or video call with the hiring manager
• On-site or virtual interview with the team
• Final interview with the senior leadership team

Key Assessment Areas:

• Strategic thinking and problem-solving skills
• Analytical skills and data-driven decision-making
• Communication and presentation skills
• Cross-functional collaboration and teamwork

Application Tips:

• Highlight your experience with email marketing, customer lifecycle management, and retention strategies
• Include specific examples of successful email nurture programs you've developed and executed
• Tailor your resume and cover letter to emphasize your relevant skills and experiences for this role
• Prepare for behavioral and situational interview questions that assess your problem-solving skills and strategic mindset

ATS Keywords: Email Marketing, Customer Lifecycle Management, Retention Strategies, Data Analysis, A/B Testing, Customer Insights, Cross-Functional Collaboration, Problem-Solving, Communication, Presentation, Interpersonal Skills, Marketing Automation, CRM Systems, Segmentation, Content Development

ASSUMPTION: The interview process for this role will focus on assessing the candidate's strategic thinking, analytical skills, and ability to work effectively in a cross-functional team.

🛠️ Tools & Technologies

• Email marketing platforms (e.g., Mailchimp, Marketo, Pardot)
• Marketing automation and CRM systems (e.g., HubSpot, Salesforce, Zoho CRM)
• Data analysis and visualization tools (e.g., Google Analytics, Tableau, Power BI)
• Project management and collaboration tools (e.g., Asana, Trello, Jira)

ASSUMPTION: Familiarity with various email marketing platforms, marketing automation tools, and data analysis software is essential for success in this role.

👔 Cultural Fit Considerations

Company Values:

• Customer-centricity
• Integrity
• Innovation
• Collaboration
• Accountability

Work Style:

• Data-driven and analytical
• Strategic and forward-thinking
• Collaborative and team-oriented
• Adaptable and resilient

Self-Assessment Questions:

• How do you stay organized and manage priorities in a fast-paced, dynamic environment?
• Can you provide an example of a time when you used data analysis to inform a strategic decision and drive results?
• How do you approach cross-functional collaboration and driving alignment towards common goals?

ASSUMPTION: Freshworks values candidates who are customer-focused, data-driven, and collaborative, with a strong commitment to innovation and continuous learning.

⚠️ Potential Challenges

• Managing multiple time zones and coordinating with teams across the globe
• Balancing the need for strategic, long-term planning with the demands of day-to-day tactical execution
• Adapting to a fast-paced, dynamic work environment with evolving priorities and deadlines
• Navigating a dual-site working model between the U.S. and India

ASSUMPTION: Candidates should be prepared to manage the unique challenges and demands of working in a global, hybrid environment, with a strong focus on cross-functional collaboration and communication.

📈 Similar Roles Comparison

• This role is unique in its focus on customer lifecycle management and retention strategies within the marketing function
• Compared to related roles in customer success or customer experience, this role places a greater emphasis on strategic email marketing and data-driven decision-making
• Career progression in this role may lead to management opportunities in customer marketing or broader marketing leadership positions

ASSUMPTION: This role offers a unique blend of strategic marketing, data analysis, and customer-centricity, setting it apart from related positions in customer success or customer experience.

📝 Sample Projects

• Developing and executing a comprehensive email nurture strategy for a new product launch, resulting in a 20% increase in customer retention
• Analyzing customer data to identify key segments and tailoring email content and messaging to improve open rates and click-through rates by 15%
• Conducting customer interviews and surveys to gather qualitative feedback and inform the optimization of email nurture programs, leading to a 10% increase in customer lifetime value (CLV)

ASSUMPTION: These sample projects illustrate the strategic, data-driven, and customer-centric approach required for success in this role.

❓ Key Questions to Ask During Interview

• Can you describe the current state of the customer lifecycle management process and where this role fits in?
• How does the team collaborate with other departments, such as product, engineering, and customer success, to drive customer retention and loyalty?
• What are the most significant challenges facing the customer marketing team, and how can this role help address them?
• How does Freshworks support the professional development and growth of its employees, particularly in the marketing function?
• What is the company's long-term vision for customer marketing, and how does this role contribute to that strategy?

ASSUMPTION: Asking these questions will help candidates better understand the role's context, the team's dynamics, and the company's long-term vision for customer marketing.

📌 Next Steps for Applicants

To apply for this position:

• Submit your application through this link
• Tailor your resume and cover letter to highlight your relevant skills and experiences for this role, emphasizing your background in email marketing, customer lifecycle management, and retention strategies
• Prepare for behavioral and situational interview questions that assess your problem-solving skills and strategic mindset
• Follow up with the hiring manager one week after submitting your application to express your interest and reiterate your qualifications

⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.