Lead - Digital Marketing

📌 Core Information

🔹 Job Title: Lead - Digital Marketing

🔹 Company: Freshworks

🔹 Location: Bengaluru, Karnataka, India

🔹 Job Type: Full-time

🔹 Category: Marketing

🔹 Date Posted: 2025-05-27

🔹 Experience Level: 5-10 years

🔹 Remote Status: On-site

🚀 Job Overview

Key aspects of this role include:

• Designing and executing innovative growth hacking experiments across owned digital properties
• Optimizing website conversion rates through A/B testing, heatmaps, and analytics
• Personalizing user journeys based on visitor behavior, intent, and segment
• Developing acquisition strategies using owned assets to drive customer acquisition

ASSUMPTION: This role requires a strong focus on experimentation, data-driven decision making, and cross-functional collaboration to drive growth and improve user experiences.

📋 Key Responsibilities

✅ Growth Strategy & Experimentation: Design and execute innovative growth hacking experiments across owned digital properties. Use rapid experimentation frameworks to identify high-impact growth opportunities and optimize the funnel.

✅ Website Conversion Optimization: Collaborate with the website and design teams to create, test, and optimize high-converting landing pages. Use A/B testing, heatmaps, and analytics to understand user behavior and improve key page metrics.

✅ User Journey Personalization: Personalize the user journey across the website based on visitor behavior, intent, and segment. Implement tools and tactics to deliver contextual content and experiences to drive conversions.

✅ Customer Acquisition via Owned Channels: Develop acquisition strategies using owned assets such as blog, landing pages, email, and chat. Monitor and optimize the performance of these channels with a focus on reducing CAC and increasing MQLs.

✅ Analytics & Insights: Track performance of growth experiments and site changes; share actionable insights. Report on growth KPIs including conversion rates, CAC, MQLs, and website engagement metrics.

✅ Cross-functional Collaboration: Partner with content, product marketing, design, SEO, and analytics teams to align growth goals and execute campaigns.

ASSUMPTION: This role requires a deep understanding of user behavior, a data-driven mindset, and strong communication skills to work effectively with various teams.

🎯 Required Qualifications

Education: Bachelor's degree in Marketing, Business, or a related field. Relevant experience may be considered in lieu of a degree.

Experience: 5-8 years of experience in growth marketing or performance marketing, ideally in a SaaS environment.

Required Skills:

• Proven track record of running and scaling growth experiments
• Strong understanding of CRO, A/B testing, and website personalization tools (e.g., Optimizely, VWO, Google Optimize)
• Familiarity with website analytics platforms (Google Analytics, Mixpanel, Hotjar, etc.)
• Data-driven mindset with a strong understanding of metrics and experimentation
• Excellent communication, creative thinking, and collaboration skills

Preferred Skills:

• Experience with marketing automation tools (e.g., Marketo, HubSpot)
• Fluency in multiple languages

ASSUMPTION: Candidates with experience in a similar role, particularly in a SaaS environment, will have a strong foundation for success in this position.

💰 Compensation & Benefits

Salary Range: INR 1,500,000 - 2,500,000 per annum (Estimated based on industry standards for a Lead - Digital Marketing role in Bengaluru with 5-8 years of experience)

Benefits:

• Health, dental, and vision insurance
• Retirement savings plan with company match
• Generous time off and parental leave policies
• Employee stock purchase plan
• Professional development opportunities

Working Hours: Full-time position with standard office hours (Monday - Friday, 9:00 AM - 6:00 PM IST). Occasional flexibility may be available for remote work.

ASSUMPTION: The salary range provided is an estimate based on market research and may vary depending on the candidate's experience, skills, and negotiation.

📌 Applicant Insights

🔍 Company Context

Industry: Freshworks operates in the Software Development industry, focusing on providing people-first AI service software to deliver exceptional customer and employee experiences.

Company Size: Freshworks is a large organization with 5,001-10,000 employees, providing ample opportunities for growth and collaboration.

Founded: Freshworks was founded in 2010 and has since grown to become a publicly-traded company with a global presence.

Company Description:

• Freshworks offers a cloud-based software suite that includes Freshdesk (omni-channel customer support), Freshsales (sales automation), Freshmarketer (marketing automation), Freshservice (IT service desk), and Freshchat (AI-powered bots)
• Their underlying platform, Neo, provides shared services to support their products
• Freshworks is committed to creating a global workplace that enables everyone to find their true potential, purpose, and passion, regardless of their background, gender, race, sexual orientation, religion, or ethnicity

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' commitment to diversity and inclusion creates a supportive work environment that values individual strengths and perspectives.

📊 Role Analysis

Career Level: This role is at the mid-career level, requiring a balance of strategic thinking and hands-on execution to drive growth and improve user experiences.

Reporting Structure: The Lead - Digital Marketing will report directly to the Director of Marketing or a similar role, depending on the organization's structure.

Work Arrangement: This is an on-site role based in Bengaluru, India. However, some flexibility for remote work may be available, depending on the company's policies and the candidate's needs.

Growth Opportunities:

• Advancement to a Director or Manager role within the Marketing department
• Expansion into related fields, such as Product Marketing or Demand Generation
• Cross-functional growth into other departments, such as Sales or Customer Success

ASSUMPTION: Freshworks' large size and diverse product suite provide ample opportunities for career growth and development within the organization.

🌍 Location & Work Environment

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

Office Location(s): Bennigana Halli Road, Tower B, 5th floor c/o CoWrks New Indiranagar, Swamy Vivekananda Road, Sadanandanagar, Bengaluru, Karnataka 560016, IN

Geographic Context:

• Bengaluru is the capital city of Karnataka, India, and is known for its vibrant tech industry, cultural scene, and pleasant climate
• The office is located in the Indiranagar neighborhood, which is popular for its restaurants, cafes, and shopping options
• Bengaluru is well-connected by air, rail, and road, making it easy to travel for both business and leisure

Work Schedule: The standard work schedule is Monday - Friday, 9:00 AM - 6:00 PM IST, with some flexibility for remote work as needed.

ASSUMPTION: The modern, collaborative work environment at Freshworks' Bengaluru office fosters creativity, innovation, and productivity.

💼 Interview & Application Insights

Typical Process:

• Online application submission
• Phone or video screen with the hiring manager
• Technical assessment or case study presentation
• On-site or virtual interview with the marketing team
• Final interview with the director or a member of the executive team

Key Assessment Areas:

• Problem-solving skills and analytical thinking
• Creativity and innovation in growth strategies
• Technical proficiency in marketing tools and platforms
• Communication and collaboration skills
• Alignment with Freshworks' company values and culture

Application Tips:

• Highlight relevant experience and achievements in growth marketing or performance marketing
• Demonstrate a strong understanding of user behavior, data-driven decision making, and experimentation
• Showcase your creativity and innovation in previous growth strategies or campaigns
• Tailor your resume and cover letter to emphasize your fit for the role and the company

ATS Keywords: Growth Marketing, Performance Marketing, CRO, A/B Testing, Website Personalization, Google Analytics, Mixpanel, Hotjar, Data-Driven Mindset, Communication Skills, Creative Thinking, Collaboration Skills

ASSUMPTION: Freshworks' hiring process is designed to assess candidates' skills, experience, and cultural fit, ensuring the best possible match for the role and the organization.

🛠️ Tools & Technologies

• Google Analytics
• Mixpanel
• Hotjar
• Optimizely or VWO (for A/B testing)
• Marketo or HubSpot (for marketing automation)
• Google Optimize (for website testing)

ASSUMPTION: The tools and technologies listed are commonly used in growth marketing roles and may vary depending on the company's specific needs and preferences.

👔 Cultural Fit Considerations

Company Values:

• Customer-centricity
• Transparency and collaboration
• Continuous learning and improvement
• Innovation and creativity
• Integrity and accountability

Work Style:

• Data-driven and analytical
• Collaborative and cross-functional
• Adaptable and responsive to change
• Results-oriented and focused on growth
• Customer-focused and empathetic

Self-Assessment Questions:

• Do you have a proven track record of driving growth through experimentation and data-driven decision making?
• Are you comfortable working in a collaborative, cross-functional environment, and do you thrive on partnering with various teams to achieve common goals?
• Do you possess strong communication skills and the ability to influence and persuade stakeholders at all levels?
• Are you passionate about understanding user behavior and creating personalized, engaging experiences that drive conversions?

ASSUMPTION: Freshworks values candidates who align with their company values and work style, as this fosters a positive and productive work environment.

⚠️ Potential Challenges

• Managing multiple projects and priorities in a fast-paced, dynamic environment
• Balancing strategic thinking with hands-on execution
• Adapting to changes in the market, user behavior, and company priorities
• Collaborating effectively with cross-functional teams, including designers, product managers, and engineers
• Measuring and optimizing performance across multiple channels and touchpoints

ASSUMPTION: These challenges are common in growth marketing roles and can be mitigated with strong project management skills, clear communication, and a data-driven approach.

📈 Similar Roles Comparison

• Compared to other growth marketing roles, this position places a stronger emphasis on experimentation and rapid iteration to drive customer acquisition and improve user experiences
• Freshworks' large size and diverse product suite offer unique opportunities for career growth and development within the organization
• This role may have more responsibility for cross-functional collaboration and stakeholder management than similar roles in smaller organizations

ASSUMPTION: This role is well-suited to candidates with experience in growth marketing or performance marketing, particularly in a SaaS environment, who are looking to drive growth and improve user experiences in a dynamic, collaborative environment.

📝 Sample Projects

• Designing and executing a series of A/B tests to optimize the conversion rate of the Freshworks website's homepage, resulting in a 15% increase in sign-ups
• Developing and implementing a personalized user journey for visitors from specific industries, leading to a 20% increase in demo requests
• Collaborating with the content team to create a series of blog posts and gated assets that drive organic traffic and generate high-quality leads, contributing to a 30% increase in MQLs

ASSUMPTION: These sample projects demonstrate the candidate's ability to design, execute, and optimize growth strategies that drive customer acquisition and improve user experiences.

❓ Key Questions to Ask During Interview

• Can you describe the current state of the Freshworks website and the growth marketing strategies in place?
• How does the marketing team collaborate with other departments, such as product and sales, to align growth goals and execute campaigns?
• What are the key performance indicators (KPIs) used to measure the success of growth marketing efforts at Freshworks, and how are they tracked and reported?
• How does Freshworks support the professional development and growth of its marketing team members?
• What are the biggest challenges facing the growth marketing team at Freshworks, and how can this role help address them?

ASSUMPTION: Asking these questions demonstrates the candidate's interest in understanding the role, the team, and the company's growth marketing strategies, as well as their fit for the position.

📌 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 experience and skills in growth marketing, with a focus on experimentation, data-driven decision making, and collaboration
• Prepare a portfolio or examples of your previous growth marketing campaigns and their results, demonstrating your ability to drive customer acquisition and improve user experiences
• Follow up with the hiring manager or HR representative one week after submitting your application to inquire about the status of your application and express your continued interest in the role

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