About Keka
Keka is India's #1 People Operations Platform, trusted by 10,000+ businesses to manage their HR, payroll, attendance, and performance processes. We are on a mission to make HR delightful — and we're looking for passionate people to help us scale that mission through world-class marketing.
Role Overview
We are looking for an experienced Email & ABM Marketing professional to own and scale our email marketing and Account-Based Marketing programs across key markets.
As the Manager / Lead – Email Marketing & ABM, you will be responsible for building and executing high-impact email and ABM programs that drive qualified leads, sales engagement, pipeline, and revenue.
This role will work closely with Demand Generation, Sales, SDRs, Product Marketing, Content, Events, and Marketing Operations teams to identify target accounts, build audience segments, create personalized campaigns, and measure their impact on the business.
The ideal candidate is someone who is equally comfortable with strategy, campaign execution, data, technology, and experimentation.
Key Responsibilities
Email Marketing & Lifecycle
- Own the overall B2B email marketing strategy across acquisition, nurture, engagement, reactivation, and customer lifecycle campaigns.
- Develop segmented and personalized email campaigns based on ICP, industry, company size, geography, persona, product interest, and buying stage.
- Build automated lead nurture and lifecycle journeys to move prospects from awareness to MQL/SAL and eventually pipeline.
- Work closely with Content and Product Marketing teams to convert content, product updates, use cases, webinars, and events into effective email campaigns.
- Continuously optimize open rates, CTR, conversion rates, lead-to-SAL, and pipeline contribution through experimentation.
- Establish email testing frameworks across messaging, subject lines, CTAs, personalization, cadence, and audience segmentation.
- Maintain strong email deliverability, database hygiene, segmentation, and compliance.
Account-Based Marketing (ABM)
- Own and scale Keka’s ABM strategy and programs for strategic and high-value accounts.
- Define target account lists in collaboration with Sales based on ICP, propensity, intent, revenue potential, and engagement.
- Develop 1:Many, 1:Few, and 1:1 ABM campaigns depending on account importance and buying signals.
- Create personalized campaigns across email, paid media, content, webinars/events, website, LinkedIn, and SDR outreach.
- Partner with Sales/SDRs to develop account-specific engagement plans and ensure strong follow-up.
- Use intent and engagement data to identify accounts showing buying signals and activate them through relevant campaigns.
- Build account-level reporting to measure engagement → meetings → SAL → SQL → pipeline → revenue.
- Experiment with new ABM tools, AI, enrichment, intent data, and automation to improve campaign efficiency.
Data, Automation & Marketing Technology
- Work closely with Marketing Operations to build scalable campaign workflows and automation.
- Leverage platforms such as HubSpot, Salesforce, Clay, intent/ABM platforms, email automation tools, and analytics platforms.
- Use customer and prospect data to create highly targeted segments and personalized experiences.
- Build dashboards and reports to track campaign performance and pipeline contribution.
- Identify opportunities to automate repetitive marketing processes using AI and automation tools.
Cross-functional Collaboration
- Partner closely with Sales and SDR teams to align on target accounts, lead quality, campaign messaging, and follow-up.
- Work with Product Marketing to develop messaging and campaigns around Keka’s products and use cases.
- Collaborate with Content, Paid Marketing, Events, SEO, and Web teams to create integrated demand-generation campaigns.
- Present campaign performance, learnings, and recommendations to marketing leadership.
Success Metrics
The role will be measured primarily on business and pipeline outcomes, including:
- Marketing-Sourced Pipeline
- ABM-Sourced / Influenced Pipeline
- SAL / SQL generation
- Email-generated pipeline and conversions
- Target-account engagement
- Account penetration and buying-group engagement
- Email-to-lead and lead-to-SAL conversion
- Campaign ROI
- Database engagement and deliverability
- Continuous improvement in campaign efficiency
What We’re Looking For
- 6–10 years of experience in B2B marketing, with strong experience in Email Marketing, Lifecycle Marketing and/or ABM.
- Experience working in a B2B SaaS / technology company is strongly preferred.
- Proven experience in building campaigns that have directly contributed to pipeline and revenue.
- Strong understanding of ABM strategy, segmentation, intent signals, personalization, and account-based campaigns.
- Hands-on experience with marketing automation and CRM platforms, preferably HubSpot and/or Salesforce.
- Experience with ABM, intent, enrichment, and data platforms such as Clay, 6sense, Demandbase, Factors, Influ2, Apollo, or similar tools.
- Strong analytical skills with the ability to translate campaign data into actionable insights.
- Excellent understanding of email marketing metrics, deliverability, segmentation, and automation.
- Strong copywriting and communication skills.
- Comfortable working in a fast-paced, data-driven SaaS environment.
- Ability to independently own programs from strategy → execution → measurement → optimization.
Good to Have
- Experience running ABM programs across India, US, Middle East, or other international markets.
- Experience working with sales teams on account penetration and buying-group strategies.
- Experience with AI-powered marketing, personalization, enrichment, and campaign automation.
- Experience managing multiple channels as part of integrated ABM campaigns.
- Experience in a high-growth SaaS organization.
Why Join Keka?
- Own a high-impact function directly connected to pipeline and revenue growth.
- Work on large-scale B2B SaaS demand-generation programs across multiple markets.
- Opportunity to build and scale Keka’s Email + ABM engine from the ground up.
- Work with modern marketing technology, AI, intent, enrichment, and automation platforms.
- Collaborate closely with senior Marketing and Sales leadership.
- High ownership, experimentation, and impact-driven culture.