Lead - Customer Marketing

Company Description Organizations everywhere struggle under the crushing costs and complexities of solutions that promise to simplify their lives To create a better experience for their customers and employees To help them grow Software is a choice that can make or break a business Create better or worse experiences Propel or throttle growth Business software has become a blocker instead of ways to get work done There s another option Freshworks With a fresh vision for how the world works At Freshworks we build uncomplicated service software that delivers exceptional customer and employee experiences Our enterprise-grade solutions are powerful yet easy to use and quick to deliver results Our people-first approach to AI eliminates friction making employees more effective and organizations more productive Over 72 000 companies including Bridgestone New Balance Nucor S P Global and Sony Music trust Freshworks customer experience CX and employee experience EX software to fuel customer loyalty and service efficiency And over 4 500 Freshworks employees make this possible all around the world Fresh vision Real impact Come build it with us As a Lead - Customer Marketing Adoption Retention Programs you ll drive programs that help customers realize value faster adopt deeply and renew confidently Your north star help every customer reach value faster adopt deeply and renew confidently You ll design launch and scale lifecycle marketing programs that drive adoption reduce churn and set the foundation for expansion and advocacy This role sits within the Customer Marketing Advocacy team reporting into the Customer Marketing Manager of Lifecycle Retention Marketing and working cross-functionally with Customer Success Product Marketing Education and Sales Key Responsibilities Design and Execute Adoption Journeys Build and scale structured Pre-90 onboarding programs to accelerate activation and adoption across key product lines Create automated nurture journeys emails in-app prompts webinars certifications tailored by persona and stage 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 T-180 T-120 T-90 T-30 that proactively reinforce value Partner with Customer Success to launch save sequences for at-risk accounts triggered by usage or sentiment signals Build customer-facing content that drives product stickiness feature deep dives ROI stories and use-case spotlights Operationalize the Customer Lifecycle Establish a lifecycle marketing calendar aligned to key adoption renewal and expansion milestones Use behavioural data to trigger personalized communications across email in-product and community channels Ensure each touchpoint moves customers from awareness activation value renewal 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 Partner with Marketing Ops to integrate these signals into CRM and CLG dashboards Run A B tests on content cadence and triggers to continuously improve 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 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 HubSpot Marketo Gainsight Journey Orchestrator or similar Strong analytical skills comfortable with dashboards cohort analysis and campaign attribution Excellent storytelling and content creation skills able to translate customer data into value narratives Collaborative mindset and comfort working cross-functionally with CS 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 creating certification onboarding or product education programs Exposure to Customer-Led Growth CLG frameworks connecting adoption retention expansion advocacy Experience with in-app communication platforms Pendo Appcues or Gainsight PX Additional Information At Freshworks we have fostered an environment that enables everyone to find their true potential purpose and passion welcoming colleagues of all backgrounds genders sexual orientations religions and ethnicities We are committed to providing equal opportunity and believe that diversity in the workplace creates a more vibrant richer environment that boosts the goals of our employees communities and business Fresh vision Real impact Come build it with us