About Exotel

At Exotel, we build technologies that make communication more human. Every time someone orders food on Swiggy, manages money with Slice, finds care through Redcliffe Labs or books a ride on Uber, chances are Exotel is powering that interaction in the background.

In 2011, our founders saw how hard it was for businesses to talk to their customers. Setting up phone lines, IVRs, and call centres meant hardware, engineers, and a lot of money. They imagined a simpler world, where any company could build customer conversations using just the cloud. That belief became Exotel.

From the first few calls routed through our servers in Bengaluru to thousands of startups and enterprises relying on us every day, our mission was clear: make business communication simple, reliable, and scalable. Not fancy. Not expensive. Just something that worked every single time.

The company builds the invisible backbone of communication for some of the most loved brands across India and beyond, enabling 25 billion+ conversations a year for 7,000+ businesses across voice, chat, bots, and contact centres, all with 100% uptime.

About the Role

Marketing at Exotel is moving from campaign-led to systems-led. Fewer one-off pushes, more replicable, instrumented flows that compound over quarters. The buying motion we serve is complex: enterprise CX, BFSI, mobility, healthcare, e-commerce, and global expansion across India, Southeast Asia, the Middle East, and Africa. The GTM stack that supports it has to be just as deliberate.

We are hiring a GTM Engineer to be the builder behind that shift. You will design and ship the systems that take a lead from first signal to closed opportunity, across marketing automation, outbound plumbing, signal capture, enrichment, and the AI workflows that sit on top of all of it. You report into the Head of Digital & Performance Marketing, and you partner deeply with the SDR Manager, RevOps, and Sales Leadership.

This is a low-code-first role. Your default toolbox is n8n, Clay, Pardot Engagement Studio, Salesforce Flows, and an LLM API, not a Python repo. But when a workflow needs a small custom script, a webhook handler, or a data transformation that no GUI tool can do cleanly, you write it without flinching.

We expect you to ship things, not maintain them. The system you build should free three other people up to do their actual jobs.

What a GTM Engineer Does at Exotel

Borrowing the shape of the role as it exists at companies like Clay, Default, and Common Room, and bending it to a CPaaS B2B context, the job at Exotel breaks into five surfaces:

1. Marketing Automation Backbone

• Own Pardot / MCAE end-to-end: Engagement Studio programs, Dynamic Lists, Scoring & Grading, Completion Actions, forms, form handlers, custom redirects.
• Own the Pardot–Salesforce sync model: connector health, dedup logic, prospect-database hygiene, and staying under the platform’s prospect ceiling.
• Maintain the Lead → MQL → SAL → SQL → Closed lifecycle as code-as-config: documented stage rules, entry/exit criteria, and re-entry logic.
• Build replicable nurture frameworks (cold outreach, event invite, ABM multi-touch, post-MQL nurture, re-engagement, win-back) as templates that segment owners can clone, customise, and launch within 24 hours.

2. Demand Generation & SDR Plumbing

• Partner with the SDR Manager to engineer the outbound motion: list-build, contact discovery, enrichment, sequencer hand-off, reply routing, meeting capture, and SDR-to-AE handover, all instrumented and observable.
• Build the SDR-side automations that remove rote work: auto-research briefs at the moment of dial, intent-signal triage into tasks, account ownership conflict checks, and calendar-link generation with context.
• Stand up signal capture and routing across website behaviour, form intent, event attendance, community activity, and ad engagement, into either a sequence, a task, or a nurture, with no signal left orphaned.
• Close the loop with Sales: every meeting booked, every SQL accepted, every closed-won has a clean attribution trail back to its source touch.

3. Data, Enrichment & Hygiene

• Build and maintain orchestration flows (n8n, Clay, Zapier) that connect Apollo, Lusha, NeverBounce/ZeroBounce, Salesforce, Pardot, ad platforms, and the SDR sequencer.
• Operate enrichment and verification pipelines with credit governance: coverage targets, gap-account logic, re-verification cadences (e.g., 30/90-day rules).
• Maintain canonical field definitions across Lead, Contact, Account, and Opportunity. One Job Title field. One Email field. One Mobile field. No shadow fields.
• Define and enforce list management standards: dynamic lists over static, suppression logic, frequency capping, and consent/compliance flags (DPDPA, GDPR-aware).
• Run monthly hygiene cycles and quarterly audits on prospect, account, and contact data.

4. AI-Augmented Workflows

• Build internal AI agents that take rote work off humans: contact enrichment summaries, account research briefs, ad-copy QA, ICP fit scoring, intent-signal triage, post-event lead processing, and SDR call-prep notes.
• Wire LLM calls into n8n / Clay / Zapier flows that read from Salesforce or Pardot, reason over the data, and write back enriched fields, scores, or routing decisions.
• Ship at least two production-grade AI workflows per quarter, each with measurable time saved or quality lift over the manual baseline.
• Stay current on the agent/automation tooling landscape (Clay, n8n, Lindy, Make, Relay, Common Room, Apollo Workflows, Default, etc.) and recommend buy-vs-build calls.

5. Reporting, Attribution & Decision Surfaces

• Own the marketing reporting stack: pipeline source, multi-touch attribution, cluster-wise pipeline targets vs actuals, CPL, MQL→SAL→SQL conversion, velocity, MROI.
• Build and maintain dashboards in Looker Studio / equivalent, fed by BigQuery or direct connectors, that surface insight without manual exports.
• Translate raw funnel data into weekly anomaly alerts and monthly narratives for leadership.
• Make sure every new campaign goes live with its measurement plan already wired in. No orphan campaigns.

6. Website Vendor & Tracking Integrity

Website build and maintenance is handled by an external vendor. Your job is the marketing-side counterpart: brief the vendor well, sanity-check what ships, and own the layer the vendor does not touch.

• Run the working relationship with the website vendor: brief landing page requirements, review staging builds, sign off on go-live, and hold the SLA on bug resolution and change requests.
• Own the tracking and analytics layer end-to-end: GTM containers, GA4 events, form-handler integrity, conversion definitions, UTM hygiene. The vendor builds the page; you make sure every interaction on it is captured correctly.
• Own marketing’s side of consent management, cookie banners, and DPDPA / GDPR-aware tracking flags.
• Drive the experimentation roadmap. You decide what to test (CTAs, form length, hero copy, social proof placement) and brief it to the vendor; you read the results and decide what ships permanently.
• Familiarity with CMS / landing-page builders (Lovable, Webflow, Unbounce) and tag management (GTM, MS Clarity) is welcome. You will not be coding pages, but you should be able to read what the vendor ships and call out a tracking bug or a missing event.

Must-Have Profile

• 5–8 years of hands-on marketing operations, MarkOps, or growth-engineering experience in B2B SaaS, ideally serving mid-market and enterprise buyers.
• Deep working knowledge of Salesforce (Lead, Contact, Account, Opportunity, Campaign objects, Flow Builder, reports) and Pardot / MCAE (Engagement Studio, Dynamic Lists, Scoring, Forms, Connector).
• Demonstrated experience building automations across an orchestration layer (n8n, Clay, Zapier, Make, or Workato) at a level where you have shipped multi-step, branching workflows with error handling, not just two-step Zaps.
• Comfort with APIs and webhooks: REST, JSON, basic auth/OAuth, and the discipline to read API documentation and debug a failing call.
• Experience designing lead lifecycle, scoring, and routing models, and the discipline to maintain them.
• Strong analytical sense. Comfortable with funnel maths, attribution debates, and translating data into a weekly narrative.
• Proven ownership. At least one MarTech / RevOps system you designed end-to-end and operated through real campaigns.

AI Engineering Bent: What This Means at Exotel

We use this phrase deliberately. We are not asking for an ML engineer or a Python full-timer. We are asking for an operator who treats LLMs and APIs as building blocks the way a senior MarTech professional treats triggers and webhooks. Concretely:

• You have built at least one workflow that uses an LLM API (Anthropic, OpenAI, or similar) inside a production automation, not a one-off script.
• You can read and modify someone else’s n8n / Clay / Zapier workflow without breaking it.
• You have used Claude Code, Cursor, or a similar AI coding assistant to build internal tools, parsers, or quick dashboards.
• You have opinions on agentic patterns: when to use a single LLM call, when to use tool-calling, when to use a multi-step agent, and when not to use AI at all.
• You can sketch a buy-vs-build decision for an AI capability with cost, maintenance, and risk on the same page.