Manager - Customer Marketing

Company Description

Freshworks makes it fast and easy for businesses to delight their customers and employees. We do this 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, our underlying platform of shared services.

Freshworks is featured in global national press including CNBC, Forbes, Fortune, Bloomberg and has been a BuiltIn Best Place to work in San Francisco and Denver for the last 3 years. Our customer ratings have earned Freshworks products TrustRadius Top Rated Software ratings and G2 Best of Awards for Best Feature Set, Best Value for the Price and Best Relationship.

Job Description

Overview
Freshworks is seeking a Lifecycle and Retention Marketing Manager to design, implement, and optimize comprehensive lifecycle marketing programs that onboard, engage, and retain our customer base. Reporting to the Sr. Manager of Lifecycle & Retention Marketing, this role will play a pivotal part in enhancing the customer journey, reducing churn, and driving greater product adoption. By leveraging data-driven strategies and working across multiple touchpoints in the customer journey, the ideal candidate will drive customer success and long-term revenue growth. This role requires a seasoned marketer with a deep understanding of customer lifecycle management and a track record of driving impactful retention strategies in a B2B environment.

Key Responsibilities

1. Develop and Implement Lifecycle Marketing Strategies:

   • Build and execute comprehensive programs spanning onboarding, engagement, and retention.

   • Utilize multiple channels such as email, webinars, in-product messaging, events, and more to drive measurable outcomes.

   • Develop onboarding and nurture programs to ensure customers derive value quickly and continuously.

2. Customer Journey Mapping:

   • Analyze and optimize the customer journey to identify critical touchpoints for engagement and retention.

   • Develop targeted interventions to enhance customer loyalty and satisfaction.

3. Churn Reduction and Retention Programs:

   • Implement personalized initiatives to reduce churn and increase customer lifetime value (CLV).

4. Data Analysis and Reporting:

   • Leverage customer data to derive insights into behavior, usage patterns, and churn risks.

   • Track, analyze, and report on key metrics like retention rates, product adoption, and churn to inform decision-making.

5. Cross-Functional Collaboration:

   • Partner closely with Product, Engineering, Support, Sales, Marketing, and Customer Success teams to align lifecycle strategies with broader company goals.

   • Ensure consistent and seamless customer experiences across all touchpoints.

6. A/B Testing and Optimization:

   • Continuously refine marketing campaigns through A/B testing and other experimentation.

7. Gathering Customer Feedback:

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

   • Analyze feedback data to identify common themes, pain points, and areas for improvement in email nurture programs and overall customer experience.

Qualifications

• Bachelor's degree in Business Administration, Marketing, or related field; Master's degree preferred.

• 8+ years of experience in lifecycle, retention, or customer marketing, ideally in SaaS or a similar industry.

• Proven track record of developing and executing successful lifecycle programs that drive customer retention and loyalty.

• Strong experience with marketing automation tools, CRM platforms, and analytics tools.

• Exceptional ability to analyze data, derive actionable insights, and present findings effectively.

• 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.

• Comfortable with a dual-site working model between the U.S. and India, with the ability to travel as needed.

• Strong written and verbal communication skills, with an ability to craft compelling customer messaging.

• A growth mindset and a customer-first approach to problem-solving.

Additional Information

As our Lifecycle and Retention Marketing Manager, you’ll play a critical role in shaping how customers interact with and derive value from our products, ensuring long-term success for both our customers and our business. If you are passionate about empowering customers through education and driving long-term customer loyalty, we'd love to hear from you.

At Freshworks, we are creating a global workplace that enables everyone to find their true potential, purpose, and passion irrespective of their background, gender, race, sexual orientation, religion and ethnicity. We are committed to providing equal opportunity for all and believe that diversity in the workplace creates a more vibrant, richer work environment that advances the goals of our employees, communities and the business.