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 recent 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