Senior Manager - Digital Marketing

About Exotel:

Exotel is one of Asia's largest customer communication platforms. We are on a mission to move enterprise customer communication to the cloud. In 2020, we powered over 4 billion calls and connected over 320 million people. We work with some of the most innovative companies such as Ola, Swiggy, Zerodha, Whitehat Jr, Practo, Flipkart, GoJek, etc. We also power customer communication for some of the top banks in the country. Join us on this journey to improve how companies approach customer communication.

About the Role:

As a Senior Manager - Digital Marketing, you will own Exotel's digital demand engine end to end: organic, paid and marketing automation, measured on pipeline and revenue, not just traffic.

This is a hands-on role. You will set the strategy, build and coach the team, manage budgets and agencies, and still get into the data and campaigns yourself. You will work closely with Product Marketing, Sales, SDRs and RevOps to turn website visitors into qualified pipeline across our markets.

What will you do:

1. Organic growth (SEO, content, AI search)

• Own the SEO strategy across technical SEO, on-page, content and link building for exotel.com and product pages.

• Build a high-intent content engine: comparison pages, use-case pages, pricing and integration pages, and thought leadership.

• Grow visibility in AI search (Google AI Overviews, ChatGPT, Perplexity) through structured content, original data and authority building.

• Run organic social and community programs, especially on LinkedIn, together with leadership and PMM.

2. Paid media (performance marketing)

• Plan, run and optimize campaigns on Google Ads, LinkedIn Ads, Meta and programmatic/ABM platforms.

• Own the paid budget, with clear targets for CPL, cost per SQL, CAC and ROAS by market and product.

• Run continuous experiments on audiences, creatives, landing pages and bidding.

• Build ABM and retargeting programs for enterprise and mid-market target accounts with Sales.

3. Marketing automation and CRO

• Own the marketing automation stack (HubSpot, Marketo or similar) and its integration with the CRM.

• Design lead capture, scoring, routing and nurture journeys across email and WhatsApp.

• Improve website and landing-page conversion through A/B testing and CRO.

• Keep data clean: UTMs, lifecycle stages, consent and compliance.

4. Analytics and attribution

• Set up full-funnel reporting from visit to lead, MQL, SQL, opportunity and revenue.

• Own attribution and report channel ROI and pipeline contribution to leadership every month.

• Use data to shift budget and effort to what works.

5. Leadership and collaboration

• Align with Sales, SDRs, PMM, Product and RevOps on targets, ICP and messaging.

• Build quarterly plans and budgets, and present results to leadership.

What are we looking for:

• 7–10 years in digital marketing, with at least 4 years in B2B SaaS, CPaaS, telecom or enterprise tech.

• A proven record of growing organic traffic and leads, with numbers to show for it.

• Hands-on experience managing paid budgets across Google and LinkedIn, with ownership of CPL, CAC and ROAS.

• Deep hands-on experience with a marketing automation platform (HubSpot, Marketo, Pardot or similar) and CRM integration (Salesforce, Zoho or HubSpot CRM).

• Strong analytics skills: GA4, Search Console, Looker Studio or similar; comfortable with funnel and attribution analysis.

• 2+ years managing people or agencies.

• Clear communicator who can present results and plans to senior leadership.

Good to have:

• Experience marketing an API, developer or contact-center product.

• Experience running campaigns across several markets (India, SEA, Middle East).

• Hands-on with AI search optimization (GEO/AEO) and AI tools for content and campaign work.

• ABM platforms such as 6sense, Demandbase or LinkedIn ABM.

• SEO tools such as Ahrefs or Semrush; CRO tools such as VWO, Hotjar or Optimizely.

• Basic SQL, or comfort working with BI teams on data.