Job Description

About the Role

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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

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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.