About the Role

Exotel is seeking a hands-on Growth Marketing Specialist to accelerate our PLG-driven funnel. This role will own the traffic-to-revenue lifecycle from sign-ups to trial activations, deposit conversions, and monthly active users. You will focus on building repeatable growth motions that directly impact revenue expansion and product adoption.

This is a doer-builder role: you will experiment, optimise, and scale digital channels, lifecycle marketing, and developer engagement initiatives (like hackathons) to drive sustained growth.

What You’ll Do

• Lifecycle & Revenue Ownership
  
  

• Own the sign-up to customer conversion lifecycle: traffic → trial → activation → deposit → revenue.

• Drive adoption and retention by growing monthly active users (MAUs).

• Build strategies that improve web-to-revenue conversion.
  
  

• Growth & PLG Motions
  
  

• Design and execute PLG-driven campaigns to expand trial adoption and self-serve conversions.

• Optimise funnels for deposit value and long-term customer revenue.
  
  

• Performance Marketing & Lifecycle Nurture
  
  

• Run paid acquisition campaigns (Google Ads, LinkedIn, performance channels) to drive high-quality sign-ups.

• Own email and nurture workflows in Pardot to maximise activation and conversion.

• Continuously explore new avenues for lead and user growth.
  
  

• Developer Marketing
  
  

• Run hackathons, developer campaigns, and community programs to build product adoption among technical audiences.

• Partner with product and engineering to amplify developer-focused content, APIs, and docs.
  
  

• Data & Analytics
  
  

• Use Looker Studio and Salesforce to track funnel metrics: sign-ups, trial-to-deposit %, MAUs, and revenue growth.

• Deliver clear, outcome-oriented reports on pipeline contribution, CAC/LTV, and web-to-revenue impact.

• Leverage AI tools for experimentation, personalisation, and campaign efficiency.

Requirements

• B2B SaaS Marketing Experience: 5–8 years with proven success in growth/demand generation roles.

• Lifecycle Ownership: Hands-on experience owning traffic → trial → activation → revenue funnel.

• Performance Marketing Skills: Strong in paid acquisition (Google Ads, LinkedIn), retargeting, and funnel optimisation.

• Automation & Analytics: Proficiency in Pardot, Salesforce, Looker Studio, and GA.

• Developer Engagement: Exposure to developer marketing initiatives like hackathons, API adoption, or community programs.

• Builder DNA: Self-starter who can design growth motions from scratch and scale them.

• Familiarity with AI tools for campaign optimisation and personalisation.

Nice to Have

• Experience in CPaaS, CCaaS, UCaaS, or developer-first SaaS products.

• Background in product-led growth (PLG) or freemium/trial-driven SaaS models.

• Knowledge of conversion rate optimisation, cohort analysis, and growth experimentation.