About Keka

Keka is India's #1 HR-Tech platform for SMBs, mid-market, and enterprise customers, now expanding aggressively across GCC and the US. Our unified SaaS platform powers everything from Core HR to Payroll, Talent, and Employee Experience for 10,000+ customers.

As we expand globally, Finance & Planning is becoming one of our most strategic pillars—enabling accurate payroll, compensation planning, budgeting, and workforce forecasting at scale.

The Role - ABM & CRO Lead

Location: On-site (Hyderabad/Bangalore)

You will sit at the intersection of paid acquisition and conversion science. On one side, you'll run high-performance paid social and ABM programmes that put Keka in front of the right accounts and decision-makers. On the other, you'll own our CRO charter — designing and running A/B experiments that systematically improve how we convert visitors, trials, and leads into qualified pipeline.

This is not a role for someone who does a bit of everything. It is for someone who has gone deep in both disciplines and is hungry to own meaningful KPIs.

What You Will Own

Paid Social & Account-Based Marketing

Plan, build, and optimise paid social campaigns on LinkedIn Campaign Manager and Meta Ads Manager — with a focus on driving qualified demo requests and MQL pipeline.
Develop and execute ABM programmes targeting high-value accounts: personalised ad experiences, content syndication, intent-based targeting, and account-level engagement tracking.
Own CTR, Cost-per-Demo, account engagement rate, and sourced pipeline as primary paid social KPIs.
Partner with sales and RevOps to align account lists, define ICP tiers, and build audience segments.
Manage budgets efficiently, continuously test creative formats, audience signals, and bidding strategies.
Write compelling ad copy and brief design assets — you should be comfortable turning a brief into a tight headline, hook, or scroll-stopping visual direction.

Conversion Rate Optimisation

Own CVR (visitor-to-demo and trial-to-qualified) as a hard KPI — you live and die by conversion numbers.
Design, prioritise, and run a rigorous A/B and multivariate testing programme across landing pages, CTAs, forms, ad creatives, and post-click experiences.
Build test hypotheses grounded in data: analytics (GA4, Mixpanel), heatmaps (Hotjar/Clarity), user research, and funnel analysis.
Document learnings in a structured experimentation log and build an institutional knowledge base of what works for our audience.
Collaborate with product, design, and engineering to ship winning variants into production at scale.
Bring structured thinking: statistical significance, sample sizing, test duration planning — no gut-feel testing here.

What We Are Looking For

Must-Haves

4–8 years of SaaS marketing experience with clear ownership in both paid social and CRO.
Hands-on with LinkedIn Campaign Manager and Meta Ads Manager — you have managed budgets and campaigns end-to-end, not just reported on them.
Proven experience running a structured A/B testing programme at scale — multiple concurrent tests, clear hypothesis-driven methodology.
Strong analytical mindset: you are comfortable in spreadsheets, can pull and interpret data from GA4 or similar, and understand statistical significance.
Sharp copywriting instincts and a clear eye for what makes creative work — you can write ad copy and give meaningful design direction.
Experience with ABM platforms or tools (6sense, Demand base, Terminus, or equivalent)

Nice-to-Haves

Exposure to SaaS or HR-tech marketing.
Experience with Figma for lightweight design work or creative iteration.
Familiarity with marketing automation (HubSpot, Marketo) and CRM (Salesforce).
Prior experience owning a pipeline or revenue number.

Why Keka

High ownership: you will run programmes end-to-end — no hand-holding, no bureaucracy.
Real budget and real stakes: the work you do here directly impacts revenue pipeline.
A marketing team that values both craft and data — we care about the quality of the creative as much as the numbers.
Hyper-growth B2B SaaS company with a strong brand and a product people love.
Competitive compensation, flexible work culture, and the ability to make a visible dent.

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