Lead - Customer Marketing

Role Overview: As a Lead - Customer Marketing, (Adoption & Retention Programs) at Freshworks, your main goal is to drive programs that assist customers in realizing value faster, adopting deeply, and renewing confidently. Your focus will be on designing, launching, and scaling lifecycle marketing programs to boost adoption, reduce churn, and lay the groundwork for expansion and advocacy. This role will be a part of the Customer Marketing & Advocacy team, reporting to the Customer Marketing Manager of Lifecycle & Retention Marketing, and collaborating with Customer Success, Product Marketing, Education, and Sales teams. Key Responsibilities: - Design and Execute Adoption Journeys: - Build and scale structured Pre-90 onboarding programs to accelerate activation and adoption. - Create automated nurture journeys tailored by persona and stage using emails, in-app prompts, webinars, and certifications. - Collaborate with Product and Education teams to ensure customers achieve Time-to-First-Value (TTFV) within target benchmarks. - Develop Retention and Re-Engagement Plays: - Design renewal readiness campaigns that proactively reinforce value at different intervals. - Partner with Customer Success to launch save sequences for at-risk accounts triggered by usage or sentiment signals. - Build customer-facing content focusing on product stickiness, including feature deep dives, ROI stories, and use-case spotlights. - Operationalize the Customer Lifecycle: - Establish a lifecycle marketing calendar aligned with key adoption, renewal, and expansion milestones. - Use behavioral data to trigger personalized communications across email, in-product, and community channels. - Ensure each touchpoint moves customers from awareness to activation, value, and renewal stages. - Leverage AI and Automation: - Use AI to detect adoption gaps, recommend personalized content, and forecast churn risk. - Automate customer lifecycle touchpoints using AI-driven insights on usage, health, and role-based journeys. - Conduct A/B tests on content, cadence, and triggers to continuously enhance lifecycle performance. - Present results in quarterly business reviews (QBRs) with key stakeholders. Qualifications: - 7-10 years of experience in customer marketing, lifecycle marketing, or customer success roles, preferably in SaaS. - Proven ability to design and manage automated adoption and renewal programs across multiple channels at scale. - Deep understanding of B2B SaaS customer lifecycles and retention economics. - Experience using marketing automation tools like HubSpot, Marketo, Gainsight Journey Orchestrator, or similar. - Strong analytical skills, comfortable with dashboards, cohort analysis, and campaign attribution. - Excellent storytelling and content creation skills, capable of translating customer data into value narratives. - Collaborative mindset and comfort working cross-functionally with Customer Success, Product, and Marketing teams. - Passion for creating experiences that help customers see value early and often. Preferred Experience: - Familiarity with AI-driven adoption and churn prediction models. - Experience in creating certification, onboarding, or product education programs. - Exposure to Customer-Led Growth (CLG) frameworks that connect adoption, retention, expansion, and advocacy. - Experience with in-app communication platforms such as Pendo, Appcues, or Gainsight PX.,