Exotel - Lead - Product Marketing

Role: Product Marketing Lead

Location: Bangalore

Experience: 4-6 Years

About Exotel:

Exotel is an AI-led CX Platform built for enterprises across emerging markets. Incorporated in 2011, the platform handles 125M+ customer conversations daily for 7,000+ companies across 60+ countries, including India, Southeast Asia, the Middle East, and Africa.

Today, some of the fastest-growing companies in emerging markets such as Uber, Zomato, Ola, Swiggy, Flipkart, GoJek, Urban Company, ICICI Bank, HDFC Securities, Zerodha, Myntra, and more manage their customer communication with Exotel's suite of:

- Communication API's

- Omnichannel Contact Centre (via Ameyo merger)

- Conversational AI Platform (via Cogno acquisition)

Exotel is a $100 million Series D-funded company with $60 million in ARR.

About the Role:

We are hiring an AI-first Product Marketing Lead to own positioning, messaging, pricing inputs, and competitive strategy across Exotel's three product portfolios. This is a Senior Individual Contributor (IC) role.

In this role, you will shape the narrative carried by sales into deals, influence analyst conversations, drive website messaging, and help define the pricing logic behind customer engagements. As the product team launches new innovations regularly, your responsibility will be to ensure every launch is effectively positioned and successfully adopted in the market.

You will market AI solutions to enterprise buyers, including CXOs who are focused on concerns around hallucinations, data residency, auditability, human-in-the-loop controls, trust, and governance. Your ability to translate complex buyer concerns into compelling positioning will be critical.

Additionally, this role requires an AI-native working style, leveraging AI tools for research, competitive analysis, drafting, market sizing, and workflow optimization.

Key Responsibilities:

Go-to-Market Strategy & Product Launches:

Own end-to-end product and feature launches, including:

- Launch briefs

- Positioning and messaging

- Sales readiness

- Content strategy

- Demand generation alignment

- Performance measurement

- Track post-launch success metrics and optimize future GTM execution.

Positioning & Messaging:

Build and maintain messaging architecture for:

a. CCaaS

b. CPaaS

c. Conversational AI

- Develop clear value propositions, differentiated positioning, and market narratives.

- Translate customer challenges and market shifts into use-case-driven messaging that supports sales conversations.

- Build vertical and segment-specific narratives in collaboration with regional GTM teams.

Competitive Intelligence:

- Develop and maintain competitive battle cards for key market competitors.

- Build counter-positioning strategies against emerging AI-native players.

Track competitor:

a. Product launches

b. Pricing changes

c. M&A activity

d. Analyst positioning

- Deliver actionable insights that influence product roadmap and sales strategy.

Sales Enablement:

Create and maintain sales enablement assets including:

a. Playbooks

b. Discovery guides

c. RFP responses

d. Demo scripts

e. Objection-handling frameworks

Build self-serve sales content, including:

- Interactive demos

- Comparison pages

- ROI calculators

- Product collateral

Customer Insights & Feedback Loop:

Conduct:

- Win/loss analysis

- Buyer interviews

- Deal debrief analysis

- Use product telemetry and customer usage data to refine positioning and messaging.

Feed customer insights into:

- Product strategy

- Messaging refinement

- GTM execution

Website Messaging & Conversion Optimization:

Own product messaging across website pages with a focus on:

- Clarity

- Conversion

- SEO

- AEO (Answer Engine Optimization)

Optimize CTAs and user journeys to improve:

- Demo requests

- Trial sign-ups

- Conversion rates

Thought Leadership & Analyst Relations

Develop:

a. Whitepapers

b. POV articles

c. Analyst-ready content

- Position Exotel as a category leader and visionary.

- Build relationships with analysts through regular briefings.

- Identify and secure speaking opportunities across:

a. Webinars

b. Conferences

c. Industry forums

AI Trust & Safety Narrative:

Own messaging around:

a. AI security

b. Accuracy

c. Evaluation frameworks

d. Human oversight

e. Fallback behaviour

f. Governance and compliance

Campaigns & Demand Generation Partnership:

Partner with digital marketing teams on:

a. Upsell campaigns

b. Cross-sell initiatives

c. Account-based marketing (ABM)

- Bring segmentation logic and personalization strategies into campaigns.

Measure campaign performance based on:

a. Funnel velocity

b. ROI

c. Pipeline impact

- Translate campaign learnings into better messaging and positioning.

Required Skills & Qualifications: 4-6 years of experience in B2B SaaS Product Marketing.

Proven expertise in:

a. Positioning

b. Product launches

c. Pricing inputs

d. Sales enablement

- Experience in Conversational AI, Contact Centre, or CPaaS is highly preferred.

- Strong commercial and business mindset, with the ability to connect marketing efforts directly to:

a. Pipeline growth

b. Win rates

c. Product adoption

d. Revenue impact

- Exceptional storytelling and communication skills with the ability to simplify complex AI and technical concepts into buyer-friendly narratives.

Strong analytical ability to interpret:

- Analyst reports

- Competitor strategies

- Market/category shifts

- Campaign performance data

Hands-on use of AI tools for:

- Research

- Competitive tracking

- Drafting

- Synthesis

- Market analysis

Strong stakeholder management skills with the ability to work effectively across:

- Product teams

- Sales

- Founders

- Marketing leadership

Preferred Qualifications:

- Experience working in AI, Conversational AI, Contact Centre, CX, or CPaaS domains.

- Familiarity with product telemetry and customer usage analytics.

- Exposure to B2B enterprise SaaS marketing environments.

- MBA is a plus, but not mandatory.

Key Competencies:

- Product Positioning & Messaging

- Go-to-Market Strategy

- Competitive Intelligence

- Sales Enablement

- AI & Enterprise Technology Marketing

- Storytelling & Communication

- Stakeholder Management

- Analytical Thinking & Market Research

- Campaign Strategy & ROI Optimization