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.