Lead Customer Marketing

As a Lead - Customer Marketing (Adoption & Retention Programs) youll 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.
Youll 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 :

• 710 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.

Remote Work :

No

Employment Type :

Full-time