Demand Generation - Lead

NovaBenefits Private Limited; Bengaluru; On-site; INR 720,000 - 880,000; Full time

Job summary

Nova Benefits Private Limited invites a Demand Generation Lead to own our pipeline in India, driving ABM programs and end-to-end email marketing. You’ll craft strategy, copy, and automation, and partner with Sales to target high-value accounts.

The role emphasizes measurable outcomes—pipeline contribution, campaign performance, and scalable automation using n8n and Claude. You’ll mentor a small team and push for data-driven improvements.

Qualifications

• 2-5 years of hands-on B2B email marketing experience.
• Experience with large-scale email programs (100K+ contacts).
• Proficient with marketing automation tools (HubSpot, Marketo, Zoho) and ABM.
• Strong copywriting and ability to craft persuasive email content.
• Understanding of email deliverability and compliance.
• Data-driven with experience using analytics tools (GA/Looker).
• Comfort with AI and automation tools to speed up campaign work.

Responsibilities

• Own end-to-end email marketing program from strategy to automation.
• Build and manage ABM campaigns with Sales alignment.
• Create personalized, dynamic email experiences using triggers.
• Own pipeline metrics: MQL/SQL, conversion, revenue attribution.
• Lead and mentor a small team of email marketing specialists.
• Ensure deliverability, compliance, and data hygiene.
• Audit and optimize campaigns for performance.

Skills

Email marketing

ABM

Copywriting

Analytics/GA/Looker

Marketing automation tools

AI tools

Team leadership

B2B SaaS marketing

Deliverability

Tools

HubSpot

Marketo

Zoho

n8n

Claude

Google Analytics

Looker

Job description

Nova Benefits is building India's most loved employee health and wellness platform. We work with some of the country's best employers to give their teams access to high-quality healthcare, and we believe technology is the unlock that makes this possible at scale. We are not just another insurance broker. We think of ourselves as an HR tech company that happens to hold an IRDAI broking license. Our north star is employee happiness, not premium volume.

We are backed by Bessemer Venture Partners, SIG, Better Capital, Titan Capital, and Multiply Ventures, and we are a Series A company with a strong track record of building fast and building well.

Compensation: Up to 8 L + Incentives

The Role

We're looking for a Demand Generation Lead to own how we generate pipeline for Nova, with email marketing and account-based marketing at the core of the role. You'll run the email marketing program end to end, from strategy and copy to automation and analytics, while building targeted ABM campaigns in partnership with Sales.

This role requires someone who's comfortable owning a number, not just a calendar. You'll be expected to build workflows using tools like n8n and use AI tools like Claude to move faster, so the demand engine keeps improving without needing more manual effort every quarter.

Success in this role is measured by pipeline contribution, campaign performance, and how much of the funnel runs on automation rather than manual work.

What You'll Own

• Pipeline: Own MQL and SQL generation from your campaigns, and how much of it converts into a real pipeline.
• Email Marketing: Run the full email calendar i.e nurture, lifecycle, transactional, and re-engagement including copy, segmentation, and testing.
• ABM: Build and run targeted campaigns against high-value accounts, working closely with Sales on account selection, messaging, and outbound sequences.
• Personalization: Build dynamic, segmented email experiences using behavioral triggers and intent data, and maintain a template library that stays consistent and keeps performing.
• Analytics: Own email performance, open rate, CTR, CTOR, conversion, unsubscribe rate, and revenue attribution and report out monthly with clear takeaways.
• Deliverability & Compliance: Manage sender reputation, SPF/DKIM/DMARC, list hygiene, and ensure campaigns stay compliant with CAN-SPAM, GDPR, and PDPA.
• Automation & Tools: Manage our marketing automation stack, and use tools like n8n and Claude to automate lead routing, enrichment, scoring, and repetitive campaign work.
• Team: Lead and mentor a small team of email marketing specialists, and work closely with Content, Design, Product Marketing, and Demand Gen to keep messaging aligned.

What We're Looking For

• 2-5 years of hands-on B2B email marketing experience, ideally in SaaS or tech.
• A track record of managing large-scale email programs (100K+ contacts).
• Strong hands-on experience with marketing automation tools ; HubSpot, Marketo, Zoho, or similar.
• Strong copywriting skills; you can write email content that's concise and actually persuasive.
• Solid understanding of email deliverability, segmentation, and compliance (CAN-SPAM, GDPR, PDPA).
• A data-driven approach, with real experience using tools like Google Analytics or Looker.
• Comfortable using AI and automation tools like Claude and n8n to speed up and scale campaign work.

Good to Have

• Experience in HR-tech, insurtech, payroll, or workforce management.
• Exposure to Account-Based Marketing (ABM) email strategies.
• Familiarity with CDPs (Customer Data Platforms) and advanced personalization tools.
• Prior experience managing or mentoring a small marketing team.

Why This Role

• Own a high-impact function with a direct line to pipeline and revenue.
• Work with modern AI and automation tools as a core part of how you operate, not an afterthought.
• Build the demand engine for one of India's fastest-growing insurance brokerages.
• Be part of a performance-driven culture where growth is based on impact and results.
• Direct visibility with leadership on a function that shapes the company's growth trajectory.

How We'll Measure Success (First 6-12 Months)

• Pipeline and MQL/SQL growth from your campaigns.
• Email and ABM campaign performance (open, reply, and conversion rates).
• Share of your workflow that's automated versus manual.
• Cost per lead / cost per opportunity trending down over time.
• Improvement in list health and deliverability metrics.