Manager – Email Marketing & ABM

Keka HR; Hyderabad; On-site; INR 3,200,000 - 4,200,000; Full time

Job summary

Keka HR is seeking an experienced Manager/Lead – Email Marketing & ABM to own and scale email and ABM programs across key markets. You will work with Demand Generation, Sales, SDRs, Product Marketing, Content, Events, and Marketing Operations to identify target accounts and craft personalized campaigns that drive qualified leads and revenue.

The ideal candidate combines strategic thinking with hands-on execution, data-driven decision making, and expertise in marketing automation.

Qualifications

• 6–10 years of B2B marketing experience with email, lifecycle, and ABM.
• Experience in B2B SaaS with proven pipeline and revenue impact.
• Hands-on with marketing automation and CRM platforms (HubSpot and Salesforce preferred).
• Strong analytical skills and data-driven decision making.

Responsibilities

• Own the overall B2B email marketing strategy across lifecycle campaigns.
• Define and execute ABM programs for strategic accounts.
• Collaborate with Sales, SDRs, Content, and Product Marketing to convert content into campaigns.
• Build dashboards to track pipeline contribution and ROI.

Skills

Email Marketing

Lifecycle Marketing

ABM

Marketing Automation

Data Analytics

Campaign Personalization

Strategic Thinking

Cross-functional Collaboration

Campaign Optimization

Marketing Leadership

Tools

HubSpot

Salesforce

Clay

6sense

Demandbase

Factors

Influ2

Apollo

Job description

Keka is a leading B2B SaaS company transforming how businesses manage their people, payroll, HR, and workforce operations. We are building a high-growth marketing organization focused on creating predictable pipeline through digital, demand generation, ABM, content, events, and lifecycle marketing.

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.

Role Overview

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.

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.
• 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
• Email‑generated pipeline and conversions
• 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 to execution to measurement to 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.
• 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.