Email Marketing Lead

About Keka

Keka is India's #1 People Operations Platform, trusted by 8,500+ 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

As the Email Marketing Lead at Keka, you will own the end-to-end email marketing strategy — from nurture and lifecycle campaigns to product announcements and re-engagement programs. You will work closely with product, sales, and content teams to drive pipeline growth, improve customer retention, and elevate the Keka brand across every inbox.

Location - Hyderabad (On-site)

Key Responsibilities

Strategy & Campaign Management

• Own and execute the full email marketing calendar — nurture, lifecycle, transactional, and re-engagement campaigns.
• Develop and manage multi-touch email workflows for each stage of the buyer and customer journey.
• Plan and lead product launch, feature announcement, and event-driven email campaigns.
• Partner with sales and BDR teams to build targeted outbound email sequences for account-based marketing.

Content & Personalization

• Write compelling email copy and collaborate with designers for on-brand HTML templates.
• Build dynamic, personalized email experiences using segmentation, behavioral triggers, and intent data.
• Maintain and continuously optimize the master template library for consistency and performance.

Analytics & Optimization

• Own email performance metrics: open rate, CTR, CTOR, conversion rate, unsubscribe rate, and revenue attribution.
• Conduct rigorous A/B testing on subject lines, CTAs, layout, and send-time optimization.
• Deliver monthly performance reports with actionable insights to senior leadership.
• Monitor deliverability health — manage sender reputation, SPF/DKIM/DMARC compliance, and list hygiene.

Technology & Operations

• Manage and optimize marketing automation platforms (HubSpot / Mailchimp).
• Build and maintain segmented audience lists and ensure GDPR/PDPA compliance across all campaigns.
• Collaborate with the engineering team for CRM integrations, event tracking, and API-based triggers.

Team & Cross-Functional Collaboration

• Lead and mentor a small team of email marketing specialists.
• Work closely with content, design, product marketing, and demand generation teams to align messaging.
• Act as the internal email marketing expert — share best practices, establish SOPs, and run training sessions.

Requirements

Must-Have

• 5–8 years of hands-on experience in B2B email marketing, preferably in SaaS or tech.
• Proven track record managing large-scale email programs (100K+ contacts).
• Strong proficiency with marketing automation tools (HubSpot, Marketo, Zoho, or similar).
• Excellent copywriting skills with an ability to craft concise, persuasive email content.
• Deep understanding of email deliverability, segmentation, and compliance (CAN-SPAM, GDPR, PDPA).
• Data-driven mindset with hands-on experience in analytics tools (Google Analytics, Looker, etc.).
• Experience in automating email marketing process through AI tools.

Good to Have

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