Lead - Expansion Marketing

Organizations everywhere struggle under the crushing costs and complexities of “solutions” that promise to simplify their lives. To create a better experience for their customers and employees. To help them grow. Software is a choice that can make or break a business. Create better or worse experiences. Propel or throttle growth. Business software has become a blocker instead of ways to get work done. 

There’s another option. Freshworks. With a fresh vision for how the world works.

At Freshworks, we build uncomplicated service software that delivers exceptional customer and employee experiences. Our enterprise-grade solutions are powerful, yet easy to use, and quick to deliver results. Our people-first approach to AI eliminates friction, making employees more effective and organizations more productive. Over 72,000 companies, including Bridgestone, New Balance, Nucor, S&P Global, and Sony Music, trust Freshworks’ customer experience (CX) and employee experience (EX) software to fuel customer loyalty and service efficiency. And, over 4,500 Freshworks employees make this possible, all around the world. 

Fresh vision. Real impact. Come build it with us.

We’re looking for a results-driven Demand Generation Specialist to scale our customer expansion efforts. The ideal candidate is a self-starter and diligent marketer with hands-on experience in demand gen, ABM, or digital campaigns, capable of translating customer insights into effective cross-sell and upsell programs.

You’ll work closely with Sales, CS, Product Marketing, and Campaigns to execute high-intent expansion initiatives that boost engagement and revenue within our customer base.

Key Responsibilities

• Plan, build, and execute multi-channel demand generation campaigns focused on customer expansion (cross-sell, upsell, and adoption plays)
• Own reporting and performance accountability for Marketing-sourced leads, pipeline and revenue generated from these campaigns.
• Partner with Sales and Customer Success to identify priority accounts, define objectives, and align on messaging and sequencing.
• Create segmented audiences and personalized journeys across channels including email, paid social, display, website, webinars, content syndication.
• Own campaign operations end-to-end: setup, QA, launch, reporting, and ongoing optimization.
• Monitor campaign performance and translate insights into clear recommendations to improve engagement and conversion.
• Work with content, creative, Product Marketing and Product teams to develop assets tailored to specific customer needs and lifecycle stages.
• Support experimentation—A/B testing messaging, creatives, and formats to drive incremental gains.
• Ensure account, contact, and campaign data hygiene in partnership with Marketing Ops and RevOps.

• 3–5 years of B2B marketing experience with practical, hands-on work in demand generation campaigns 
• Proficiency with marketing automation and CRM tools (e.g., Marketo, Salesforce).
• Analytical mindset with the ability to interpret campaign, pipeline, and revenue data, turning insights into actionable recommendations.
• Strong project management skills with a track record of executing multi-channel campaigns in fast-paced, cross-functional environments.
• Understanding of SaaS business models, customer lifecycle stages, and expansion motions, including cross-sell, upsell, and adoption plays.
• Detail-oriented, proactive, and committed to driving measurable business impact.

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.