Lead Digital Marketing - Web Experiments

📌 Core Information

🔹 Job Title: Lead Digital Marketing - Web Experiments

🔹 Company: Freshworks

🔹 Location: Bangalore, Karnataka, India

🔹 Job Type: Full-time

🔹 Category: Marketing

🔹 Date Posted: 2025-07-02

🔹 Experience Level: 5-10 years

🔹 Remote Status: On-site

🚀 Job Overview

Key aspects of this role include:

• Strategizing and executing growth hacks to drive customer acquisition via owned channels
• Optimizing website conversion rates through experimentation and data-driven decisions
• Collaborating with cross-functional teams to align growth goals and execute campaigns
• Analyzing and reporting on growth KPIs to drive informed decision-making

ASSUMPTION: This role requires a strong understanding of growth marketing principles, conversion rate optimization, and data analysis to succeed.

📋 Key Responsibilities

✅ Growth Strategy & Experimentation: Design and execute innovative growth hacking experiments across owned digital properties using 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 using 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 by implementing 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 to 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 and 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 high degree of collaboration and communication with various teams to ensure growth strategies are aligned with overall business objectives.

🎯 Required Qualifications

Education: Bachelor's degree in Marketing, Business, or a related field (or equivalent experience)

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: While not explicitly stated, proficiency in English is likely required for this role due to the company's global presence and the nature of the work.

💰 Compensation & Benefits

Salary Range: INR 15,00,000 - 25,00,000 per annum (Based on experience and industry standards for a Lead Digital Marketing role in Bangalore)

Benefits:

• Health, dental, and vision insurance
• 401(k) matching
• Flexible work hours and remote work options
• Generous vacation and sick leave policies
• Employee stock purchase plan

Working Hours: Full-time position with standard business hours (Monday - Friday, 9:00 AM - 6:00 PM IST)

ASSUMPTION: The salary range provided is an estimate based on industry standards for a Lead Digital Marketing role in Bangalore. Actual compensation may vary based on the candidate's experience and qualifications.

📌 Applicant Insights

🔍 Company Context

Industry: Software as a Service (SaaS) - Customer Support and IT Service Management

Company Size: Medium (1,001-5,000 employees) - Offers a structured yet agile work environment with ample opportunities for growth and collaboration

Founded: 2010 - Freshworks is a well-established company with a strong global presence and a proven track record of success

Company Description:

• Freshworks provides people-first AI service software to deliver exceptional customer and employee experiences
• Offers a suite of products including Freshdesk (omni-channel customer support), Freshsales (sales automation), Freshmarketer (marketing automation), Freshservice (IT service desk), and Freshchat (AI-powered bots)
• Serves over 72,000 companies worldwide, including prominent brands like Bridgestone, New Balance, Nucor, S&P Global, and Sony Music

Company Specialties:

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

Company Website: Freshworks

ASSUMPTION: Freshworks is a well-established company with a strong global presence and a proven track record of success in the SaaS industry. They offer a comprehensive suite of products that cater to various business needs, making them a competitive player in the market.

📊 Role Analysis

Career Level: Mid-Senior level - This role requires a significant amount of experience and expertise in growth marketing and digital marketing strategies

Reporting Structure: This role reports directly to the Head of Marketing or a similar position, with potential cross-functional collaboration with various teams such as content, product marketing, design, SEO, and analytics

Work Arrangement: On-site - This role requires regular on-site presence at the Bangalore office to facilitate collaboration and communication with the team

Growth Opportunities:

• Potential career progression into a senior leadership or management role within the marketing department
• Opportunities to work on diverse projects and campaigns, gaining exposure to various aspects of digital marketing
• Chance to work with a global team and gain international experience

ASSUMPTION: This role offers ample opportunities for professional growth and development, both within the marketing department and across the organization.

🌍 Location & Work Environment

Office Type: Corporate office - Freshworks' Bangalore office is a modern, professional workspace designed to foster collaboration and productivity

Office Location(s): Bengaluru, Karnataka, India - The Bangalore office is located in the heart of the city's tech hub, offering easy access to amenities and public transportation

Geographic Context:

• Bangalore is the capital of the Indian state of Karnataka and the second fastest-growing major metropolis in India
• Known as the "Silicon Valley of India," Bangalore is a major hub for the country's tech industry
• The city offers a mix of traditional Indian culture and modern urban living, with a diverse range of dining, entertainment, and recreational options

Work Schedule: Standard business hours (Monday - Friday, 9:00 AM - 6:00 PM IST) with the possibility of flexible work arrangements and remote work options

ASSUMPTION: Bangalore offers a vibrant and dynamic work environment, with a thriving tech industry and a diverse range of cultural experiences.

💼 Interview & Application Insights

Typical Process:

• Online application submission through the Freshworks careers portal
• Phone or video screening to assess communication skills and cultural fit
• Technical assessment or case study to evaluate problem-solving skills and strategic thinking
• Final round interviews with senior leadership or hiring managers to discuss career goals, expectations, and fit

Key Assessment Areas:

• Growth marketing strategies and experimentation
• Data analysis and interpretation
• Cross-functional collaboration and communication
• Problem-solving and critical thinking

Application Tips:

• Tailor your resume and cover letter to highlight your experience with growth marketing, experimentation, and data analysis
• Prepare examples of successful growth campaigns or experiments you've led in the past
• Demonstrate your understanding of Freshworks' products and their unique value proposition

ATS Keywords: Growth Marketing, Performance Marketing, SaaS, CRO, A/B Testing, Website Personalization, Google Analytics, Mixpanel, Hotjar, Data-Driven Mindset, Communication, Creative Thinking, Collaboration, Experimentation, User Behavior Analysis, Conversion Optimization

ASSUMPTION: Freshworks uses an Applicant Tracking System (ATS) to manage and review job applications. Including relevant keywords in your resume and cover letter can help your application stand out and increase the likelihood of being selected for an interview.

🛠️ Tools & Technologies

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

ASSUMPTION: Familiarity with these tools and technologies is essential for success in this role. Candidates should be comfortable learning and using new tools as needed.

👔 Cultural Fit Considerations

Company Values:

• Customer-centricity
• Transparency and open communication
• Continuous learning and improvement
• Collaboration and teamwork
• Innovation and creativity

Work Style:

• Data-driven and analytical
• Creative and innovative
• Collaborative and team-oriented
• Adaptable and open to change
• Results-focused and accountable

Self-Assessment Questions:

• Do you have a strong customer focus and a passion for delivering exceptional customer experiences?
• Are you comfortable working in a dynamic, fast-paced environment and adapting to change?
• Do you thrive on collaboration and cross-functional teamwork?
• Are you results-driven and committed to continuous learning and improvement?

ASSUMPTION: Freshworks values a customer-centric, data-driven, and collaborative work environment. Candidates who align with these values and work styles are more likely to succeed in this role and thrive at the company.

⚠️ Potential Challenges

• Managing multiple projects and priorities in a fast-paced, dynamic environment
• Collaborating effectively with cross-functional teams and stakeholders
• Adapting to changes in strategy, priorities, or market conditions
• Working with limited resources or constraints

ASSUMPTION: These challenges are common in growth marketing roles and can be overcome with strong project management skills, effective communication, and a results-driven mindset.

📈 Similar Roles Comparison

• Unlike traditional marketing roles, this position focuses heavily on experimentation, data analysis, and optimization to drive customer acquisition and reduce CAC
• Freshworks' growth marketing role is unique in its focus on owned channels and website conversion optimization, rather than paid advertising or external channels
• Career progression in growth marketing may differ from traditional marketing roles, with a greater emphasis on data-driven decision-making and experimentation

ASSUMPTION: This role is distinct from traditional marketing positions and requires a unique blend of skills and experience in growth marketing, experimentation, and data analysis.

📝 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 20% increase in sign-ups
• Developing and implementing a user segmentation strategy to personalize the website experience based on visitor behavior, intent, and segment, leading to a 15% increase in engagement metrics
• Collaborating with the content team to create and promote a series of blog posts and gated content assets, driving a 30% increase in organic traffic and MQLs

ASSUMPTION: These sample projects illustrate the types of growth marketing initiatives and experiments that candidates might be expected to lead in this role.

❓ Key Questions to Ask During Interview

• Can you describe the current state of the Freshworks website and any upcoming changes or redesigns that could impact my role?
• How does the growth marketing team collaborate with other departments, such as product marketing, design, and SEO, to ensure alignment and consistency in messaging and strategy?
• What are the most significant challenges facing the growth marketing team in the next 6-12 months, and how can this role help address them?
• How does Freshworks support the professional development and growth of its employees, particularly in the marketing department?
• What are the key performance indicators (KPIs) for this role, and how will success be measured and evaluated?

ASSUMPTION: These questions demonstrate a candidate's curiosity, strategic thinking, and commitment to understanding the role's context and requirements.

📌 Next Steps for Applicants

To apply for this position:

• Submit your application through the Freshworks careers portal
• Tailor your resume and cover letter to highlight your experience with growth marketing, experimentation, and data analysis
• Prepare examples of successful growth campaigns or experiments you've led in the past
• Demonstrate your understanding of Freshworks' products and their unique value proposition
• Follow up with the Freshworks recruitment team one week after submitting your application to inquire about the status of your application

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