Job Responsibilities

Assess & refine buyer journey, ICP definition, and value propositions across products & personas and build a full-funnel content strategy for the Inbound business at Freshworks. Audit content performance and improve performance of Ads, landing pages, In-product marketing copy, and email marketing spanning across prospects and customers. Identify, onboard, and guide external agencies to manage high-velocity content output such as SEO, Blogs, and Email. Establish workflows across teams spanning the buyer journey, from Traffic & Acquisition, Web Conversion rate optimization to Trial monetization & lifecycle marketing. Identify new content opportunities by leveraging insights from buyer research, visitor, trial and customer analytics to build content programs that drive traffic, engagement, and conversion. Own and manage lifecycle marketing programs for all journeys post-trial - these segments include in-trial, trial expired, free plan users, and existing customers. Build the right audience segments, define key lifecycle program metrics and how they connect up to Key results; partner with the Marketing Analytics team to develop measurement and reporting to track performance against these metrics. Continuously improve journey conversion rates by identifying new opportunities for growth, developing testable hypotheses, and running experiments to validate them. Partner with Brand and Product Marketing to ensure adherence to brand guidelines and messaging relevance to building a delightful content experience.