About us

Exotel is a leading full-stack customer engagement platform and business-focused virtual telecom operator. Exotel has also recently received a virtual telecom operator license to offer cost-effective end-to-end VoIP telephony services, making the company a 100% compliant cloud calling operator. Exotel was founded in 2011 and has an impressive cloud-based product suite that drives 70 million conversations daily for more than 6000 businesses in India, Southeast Asia, the Middle East, and Africa. Today, Exotel's omnichannel contact centre, communication API suite, and conversational AI platform help some of the fastest-growing businesses in emerging countries manage customer engagement. They have a $50 million ARR and a $100 million Series D funding round.

Exotel has won The ET StartUp Awards 2022 under the Comeback Kid category.

About the Role

We are looking for a Campaign Manager who is, at heart, a storyteller with a performance mindset. This is a role for a marketer who loves writing, content architecture, and distribution. You will own the organic funnel from the first blog post a user reads, to the community they join, to the email nurture sequence that turns them into a customer.

You understand that content without distribution is wasted effort. You will be responsible for engineering content for reach and virality, ensuring our message travels far beyond our immediate audience. While you won't technically run the ad platforms, you will be the creative engine behind them, supplying the copy, angles, and strategies that drive growth.

Key Responsibilities

1. Content Strategy, Distribution & Virality

• Distribution Engine: You believe the job isn't done when you hit "Publish." You will own the distribution strategy, ensuring every piece of content is syndicated, repurposed, and pushed across relevant channels to maximise Reach.

• Engineering for Virality: You will analyse trends and format content (hooks, headlines, threads) specifically to trigger shares and engagement. You aim to create "sticky" content that spreads organically.

• Long-Form Content Architecture: Own the editorial calendar. Research and write high-quality blog posts, pillar pages, and technical articles.

• SEO Performance: Structure content for on-page SEO to ensure we drive "Organic Leads per Article" and capture high-intent traffic.

2. Email Marketing & Nurture Flows

• Lifecycle Writing: Write and architect complex email journeys (flows, segmentation). Your focus is moving users from Open to Click to Lead.

• Cold & Nurture Strategy: Develop strategies to warm up cold leads using engaging, human-centric copy.

• Funnel Velocity: Monitor the time it takes for a lead to become an MQL. Use CRM timestamps to identify where leads get stuck and use content to unblock them.

3. Integrated Campaign Architecture

• Orchestration: Act as the bridge between organic and paid efforts. Ensure the message a user sees on social media matches what they see in their inbox.

• Attribution & Tracking: Manage the "technical plumbing." Ensure correct UTM tagging and CRM data flow to measure attribution from organic sources accurately.

4. Paid Media Collaboration (Creative Side)

• Creative Briefing: Collaborate with our Paid Specialist by providing high-impact ad copy, creative angles, and campaign themes.

• Landing Page Ownership: Own the post-click experience. Write and optimise landing page copy to drive high conversion rates (ROAS/CPL-focused).

5. Community & Engagement

• Developer Community Growth: Lead acquisition experiments to bring new members into our developer community.

• Moderation & Events: Manage day-to-day moderation, host weekly engagement events (like AMAs), and foster discussions that turn community members into product users.

Performance Metrics (KPIs)

This is a performance-linked role. You will be measured on:

• Reach & Virality: Total content impressions, social shares, and amplification rate (how far the content travels).

• Lead Velocity: The speed at which a Lead converts to a Marketing Qualified Lead (MQL).

• Organic Performance: Number of organic leads generated per article.

• Email Conversion: Open rates, Click-through rates, and conversion to Lead.

Requirements

• Writing First: Exceptional copywriting skills are non-negotiable. You can write for blogs, landing pages, and cold emails with equal proficiency.

• Distribution Savvy: You understand how algorithms work (LinkedIn, X/Twitter, etc.) and how to repackage one blog post into 10 different social assets.

• Experience: 3-5+ years in digital marketing with a focus on Content Marketing, Demand Gen, or Growth.

• Analytical Skills: Proficiency with GA4 and CRM systems. You understand how to track a user from an anonymous site visitor to a qualified lead.

• Campaign Logic: You understand segmentation, exclusion lists, and how to map a user journey.