Global ABM (Account Based Marketing) Lead

Job description

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. About the Role: Keka is launching its Account-Based Marketing (ABM) motion across three key geographies: US, India, and MEA. We're looking for someone to own and build this program from the ground up. This is a high-visibility, high-ownership role for someone who has led global or multi-region ABM before and can show a direct line from their programs to pipeline and revenue. You'll be the connective tissue between Marketing, Sales, SDR/BDR, RevOps, and Product Marketing, translating account intelligence into sharp, personalized campaigns that move target accounts through the funnel. Locations covered: US, India, MEA (Global ABM charter) Roles & Responsibilities: • Own the global ABM strategy. Design and execute ABM programs across US, India, and MEA, tailored to the buying behaviour and maturity of each market. • Build pipeline, not just impressions. Define account selection and tiering (1:1, 1:few, 1:many), and be accountable for pipeline generated and influenced through ABM. • Lead ICP and persona strategy. Identify, refine, and continuously validate Ideal Customer Profiles and buyer personas across segments and regions, and translate these into messaging that actually resonates with each persona. • Drive multi-stakeholder alignment. Work closely with Sales leadership, SDRs, RevOps, Product Marketing, and regional teams to align on target account lists, messaging, and campaign cadence. • Own content and creative direction for ABM. Bring a sharp point of view on copy, creative, and video; conceptualize and produce personalized collateral (landing pages, videos, direct mail, ads, one-pagers, microsites) that nurture accounts through the funnel. • Orchestrate multi-channel campaigns across LinkedIn, programmatic display, email, direct mail, events and field marketing, and website personalization. • Select and manage the ABM tech stack. Evaluate and run platforms (e.g., 6sense, Demand base, or similar intent/ABM tools) integrated with CRM and marketing automation. • Measure what matters. Set up dashboards and reporting for account engagement, pipeline influence and sourced revenue, and program ROI; report out to leadership regularly. • Iterate fast. Constantly test new formats, channels, and messaging angles to keep account engagement fresh and high performing. Requirements: Must-Have • 4–8 years of B2B marketing experience, with hands-on, proven experience leading ABM programs at a global or multi-region scale • Track record of building revenue pipeline directly attributable to ABM — able to show business impact, not just campaign activity • Strong experience in ICP and persona identification/development, and building messaging/communication strategy around them • A genuine eye for content, copy, creative, and video — can brief a designer or write first-draft copy themselves, and can distinguish generic from genuinely resonant creative • Demonstrated ability to collaborate across Sales, SDRs, RevOps, regional marketing, and leadership, and drive alignment without formal authority • Go-getter mindset — comfortable building a function from scratch, biased toward action, unafraid to test unconventional ideas • Out-of-the-box thinker — willing to push back on the standard ABM playbook when it doesn't fit, and finds creative ways to cut through account-level noise • Familiarity with ABM/intent platforms (6sense, Demandbase, ZoomInfo, etc.), CRM (Salesforce/HubSpot), and marketing automation tools Good-to-Have • Experience marketing into US, India, and/or MEA markets (given the multi-region nature of this role) • Prior experience in HR Tech / SaaS / B2B software Why Join Keka: • Own and shape a brand-new, high-priority function from day one. • Direct visibility with senior marketing and sales leadership. • Work across three diverse, high-growth markets simultaneously. • Be part of a fast-scaling product company with a strong brand in the HR tech space.