Marketing Manager

Zentest Software; Pune District; On-site; INR 1,500,000 - 2,100,000; Full time

Job summary

Zentest Software in Pune seeks an experienced Marketing Manager to lead branding, demand generation, and GTM initiatives targeting the banking and financial services sector. You will drive pipeline growth, shape market positioning, and build thought leadership for IT services and digital transformation offerings.

The role requires 10+ years in B2B marketing, with a track record of marketing-led pipeline, executive storytelling, and cross-functional collaboration across global markets.

Qualifications

• 10+ years of B2B marketing experience in IT services, technology consulting, or SaaS.
• Experience marketing to banks, NBFCs, or financial services clients in the US.
• Proven ability to build marketing-led pipeline and support enterprise sales.

Responsibilities

• Lead marketing strategy and a high-performing team across branding, digital, content, and demand generation.
• Own marketing-driven pipeline and ABM strategies for banks/financial institutions; drive lead generation.
• Strengthen brand visibility and executive branding; develop clear value propositions.
• Collaborate with cross-functional teams to build GTM for BFSI verticals and platforms.
• Oversee digital marketing, SEO/SEM, analytics, and marketing tech stack.
• Manage analyst and partner relations; create co-marketing initiatives with tech/fintech partners.
• Own annual marketing planning, budgeting, and ROI measurement.

Skills

B2B marketing

Demand generation

ABM

GTM strategy

Storytelling

Executive communication

Revenue focus

Global markets

Education

MBA in Marketing

MBA in Strategy

Job description

Job Title: Marketing Manager

Location: Pune

Role Purpose

The Marketing Manager will be responsible for building and scaling the companys brand, demand generation, and gotomarket strategy within the banking and financial services ecosystem primarily in the US. This role will drive pipeline growth, market positioning, and thought leadership for the organization’s IT services, digital transformation, and banking-focused solutions.

Key Responsibilities

1. Marketing Strategy & Leadership

• Define and execute a comprehensive B2B marketing strategy aligned with business growth goals in the banking and financial services sector.
• Position the company as a trusted technology partner for banks and financial institutions across geographies.
• Build and lead a high-performing marketing team across branding, digital, content, and demand generation.

2. Demand Generation & Revenue Impact

• Own marketing-driven pipeline and revenue targets in collaboration with Sales.
• Design and execute account-based marketing (ABM) strategies for banks and financial institutions
• Drive lead generation through website, social media, digital campaigns, events, partnerships, and industry forums.
• Track funnel metrics and optimize for conversion and scale.

3. Brand, Thought Leadership & Messaging

• Strengthen brand visibility and credibility in the banking and fintech ecosystem.
• Build executive and leadership branding across industry platforms and digital channels.
• Develop clear value propositions and messaging around banking domain expertise, platforms, and IP-led solutions.
• Drive thought leadership through whitepapers, case studies, POVs, analyst relations, and executive branding.
• Represent marketing at industry conferences, banking forums, and partner events.

4. Go-To-Market (GTM) & Solutions Marketing

• Partner with delivery, product, and sales teams to build GTM strategies including but not limited to:
• Digital banking & payments, Lending, Core Banking, Cards and other domains
• M&A
• AI-led transformation solutions
• Platform modernization and digital transformation offerings
• Data, cloud, automation, and enterprise technology services
• Lead vertical-specific marketing initiatives for BFSI.

5. Digital & Marketing Operations

• Oversee digital marketing, website, SEO/SEM, performance marketing, and marketing automation.
• Implement marketing technology tools (CRM, marketing automation, analytics).
• Use data and analytics to drive insights and marketing effectiveness.
• Conduct ongoing market research and competitive analysis to identify industry trends, emerging technologies, customer needs and competitor positioning

6. Analyst, Partner & Ecosystem Marketing

• Manage relationships with industry analysts, strategic partners, and ecosystem stakeholders.
• Develop co-marketing initiatives with technology, cloud, and fintech partners.
• Support partnership-led pipeline generation and joint GTM programs.

7. Marketing Governance, Budgeting & Planning

• Own annual marketing planning, budgeting, and ROI management.
• Establish marketing KPIs, reporting cadence, and governance mechanisms.
• Ensure efficient allocation of marketing spend across channels and geographies.

Key Stakeholders

• CEO & Executive Leadership
• Sales & Business Development
• Banking Domain & Delivery Leaders
• Strategic Partners & Alliances
• External agencies and vendors

Desired Profile & Qualifications

Experience

• 10+ years of experience in B2B marketing, preferably in IT services, technology consulting, or SaaS.
• Strong experience marketing to banks, NBFCs, or financial services client in the US.
• Proven track record of building marketing-led pipeline and supporting enterprise sales.

Skills & Competencies

• Deep understanding of banking technology landscape and enterprise buying behavior.
• Expertise in demand generation, ABM, GTM, and solution marketing.
• Strong storytelling, positioning, and executive-level communication skills.
• Commercial mindset with the ability to link marketing to revenue outcomes.
• Experience working with global/regional markets is a plus.

Education

• MBA in Marketing, Strategy, or related field preferred.
• Relevant certifications in digital marketing or growth marketing are a plus.

Success Metrics (KPIs)

• Marketing-qualified pipeline and revenue contribution
• Brand awareness and share of voice in BFSI
• Account penetration and ABM effectiveness
• Cost per lead / ROI of campaigns
• Sales satisfaction and win-rate support