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 - Demand Generation & CRO Specialist

Location: On-site (Hyderabad)

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) is a strong plus.

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.