Lead - Customer Marketing (Lifecycle & Retention)

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:

Freshworks is seeking a passionate and experienced Lifecycle & Retention Lead to drive the development and execution of email nurture programs aimed at supporting customers across their journey with us from onboarding, adoption, value realization and retention. Reporting to the Sr. Manager of Lifecycle & Retention Marketing, you will play a pivotal role in enhancing the customer journey through strategic email communication initiatives. 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. 

Responsibilities:

Email Nurture Program Strategy:

• 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.

Customer Insights and Analysis:

• 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.
• Segment customers based on various criteria, such as lifecycle stage, product usage, engagement level, and industry vertical, to personalize email content and messaging.
• Analyze email performance metrics and customer engagement data to identify trends, patterns, and opportunities for improving email effectiveness and driving customer retention.

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.

Cross-Functional Collaboration:

• 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.

Strong Individual Contributor Skills:

• 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.

Qualifications:

• Bachelor’s degree in business administration, Marketing, or related field; Master's degree preferred.
• 8+ years of marketing experience with a focus on email marketing and customer lifecycle management, preferably in a B2B SaaS environment.
• 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.
• Comfortable with a dual-site working model between the U.S. and India, with the ability to travel as needed.
• Familiarity with various email marketing platforms and tools, as well as experience with marketing automation and CRM systems.

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.