Lead - Customer Marketing

📋 Description

• • Own the end-to-end strategy for customer adoption and retention marketing across Freshworks’ entire product portfolio—your programs will directly influence ARR retention and expansion revenue.
• • Architect and continuously refine a Pre-90 onboarding framework that shortens Time-to-First-Value (TTFV) for every new customer segment; this includes automated email nurtures, in-product prompts, live webinars, and certification tracks that scale globally.
• • Build persona-based lifecycle journeys that move customers from “just activated” to “power user,” leveraging behavioral data, product usage signals, and health scores to trigger the right message at the right moment.
• • Design renewal-readiness campaigns starting 180 days before contract expiry—T-180, T-120, T-90, T-30—each with distinct value-reinforcement assets such as ROI calculators, executive business reviews, and expansion playbooks.
• • Partner with Customer Success to launch “save sequences” for at-risk accounts; you’ll translate churn-risk indicators into hyper-personalized outreach that re-engages decision-makers and champions alike.
• • Operationalize a living customer-lifecycle marketing calendar that aligns adoption, renewal, and expansion milestones with global campaign launches, ensuring no account falls through the cracks.
• • Leverage AI and predictive analytics to detect adoption gaps, forecast churn probability, and recommend next-best actions; integrate these insights into CRM and Customer-Led-Growth (CLG) dashboards for real-time visibility.
• • Collaborate with Product Marketing to create feature deep-dives, use-case spotlights, and ROI success stories that increase product stickiness and pave the way for upsell conversations.
• • Work hand-in-hand with Education Services to embed learning touchpoints—certifications, micro-learning videos, office hours—into every lifecycle stage, driving both self-serve and high-touch adoption.
• • Run rigorous A/B tests on content formats, cadence, and trigger logic; present quarterly performance read-outs in executive QBRs, translating metrics into actionable recommendations for CS, Sales, and Product leadership.
• • Champion a culture of experimentation and data-driven decision making across the Customer Marketing & Advocacy team, mentoring junior marketers and sharing best practices that elevate the entire org.
• • Serve as the voice of the customer inside Marketing, ensuring every campaign, asset, and automation reflects real-world pain points, desired outcomes, and measurable value.