About this role
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. 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). 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.