Email Marketing Lead

Job description

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.