The Role
Own Nova’s demand generation engine, focusing on B2B email marketing and account-based marketing. Manage campaign strategy, copy, segmentation, automation, personalization, deliverability, compliance, analytics, and revenue attribution. Generate and convert MQLs and SQLs into pipeline, automate lead workflows using n8n and AI tools, and collaborate with Sales and marketing teams. Lead and mentor a small email marketing team while improving campaign performance, list health, and operational efficiency.
Summary Generated by Built In
Location: Bengaluru | Type: Full-time
Compensation: Up to 8 L
The Role
We're looking for a Demand Generation Lead to own how we generate pipeline for Nova, with email marketing and account-based marketing at the core of the role. You'll run the email marketing program end to end, from strategy and copy to automation and analytics, while building targeted ABM campaigns in partnership with Sales.
This role requires someone who's comfortable owning a number, not just a calendar. You'll be expected to build workflows using tools like n8n and use AI tools like Claude to move faster, so the demand engine keeps improving without needing more manual effort every quarter.
Success in this role is measured by pipeline contribution, campaign performance, and how much of the funnel runs on automation rather than manual work.
What You'll Own
- Pipeline: Own MQL and SQL generation from your campaigns, and how much of it converts into a real pipeline.
- Email Marketing: Run the full email calendar i.e nurture, lifecycle, transactional, and re-engagement including copy, segmentation, and testing.
- ABM: Build and run targeted campaigns against high-value accounts, working closely with Sales on account selection, messaging, and outbound sequences.
- Personalization: Build dynamic, segmented email experiences using behavioral triggers and intent data, and maintain a template library that stays consistent and keeps performing.
- Analytics: Own email performance, open rate, CTR, CTOR, conversion, unsubscribe rate, and revenue attribution and report out monthly with clear takeaways.
- Deliverability & Compliance: Manage sender reputation, SPF/DKIM/DMARC, list hygiene, and ensure campaigns stay compliant with CAN-SPAM, GDPR, and PDPA.
- Automation & Tools: Manage our marketing automation stack, and use tools like n8n and Claude to automate lead routing, enrichment, scoring, and repetitive campaign work.
- Team: Lead and mentor a small team of email marketing specialists, and work closely with Content, Design, Product Marketing, and Demand Gen to keep messaging aligned.
What We're Looking For
- 2-5 years of hands-on B2B email marketing experience, ideally in SaaS or tech.
- A track record of managing large-scale email programs (100K+ contacts).
- Strong hands-on experience with marketing automation tools ; HubSpot, Marketo, Zoho, or similar.
- Strong copywriting skills; you can write email content that's concise and actually persuasive.
- Solid understanding of email deliverability, segmentation, and compliance (CAN-SPAM, GDPR, PDPA).
- A data-driven approach, with real experience using tools like Google Analytics or Looker.
- Comfortable using AI and automation tools like Claude and n8n to speed up and scale campaign work.
Good to Have
- Experience in HR-tech, insurtech, payroll, or workforce management.
- Exposure to Account-Based Marketing (ABM) email strategies.
- Familiarity with CDPs (Customer Data Platforms) and advanced personalization tools.
- Prior experience managing or mentoring a small marketing team.
Why This Role
- Own a high-impact function with a direct line to pipeline and revenue.
- Work with modern AI and automation tools as a core part of how you operate, not an afterthought.
- Build the demand engine for one of India's fastest-growing insurance brokerages.
- Be part of a performance-driven culture where growth is based on impact and results.
- Direct visibility with leadership on a function that shapes the company's growth trajectory.
How We'll Measure Success (First 6-12 Months)
- Pipeline and MQL/SQL growth from your campaigns.
- Email and ABM campaign performance (open, reply, and conversion rates).
- Share of your workflow that's automated versus manual.
- Cost per lead / cost per opportunity trending down over time.
- Improvement in list health and deliverability metrics.
Skills Required
- 2–5 years of hands-on B2B email marketing experience, ideally in SaaS or technology
- Experience managing large-scale email programs with 100,000 or more contacts
- Hands-on experience with marketing automation tools such as HubSpot, Marketo, Zoho, or similar
- Strong email copywriting skills
- Understanding of email deliverability, segmentation, and CAN-SPAM, GDPR, and PDPA compliance
- Experience using data and analytics tools such as Google Analytics or Looker
- Ability to use AI and automation tools such as Claude and n8n
- Experience in HR technology, insurtech, payroll, or workforce management
- Exposure to account-based marketing email strategies
- Familiarity with customer data platforms and advanced personalization tools
- Experience managing or mentoring a small marketing team
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The Company
What We Do
Nova Benefits is an India-based B2B insurance broker and employee benefits platform building an employee health and wellness solution for businesses. The company partners with employers to provide teams access to high-quality healthcare, using technology to deliver benefits at scale. Its platform supports insurance and wellness programs while reducing HR administration, and serves more than 500 corporate clients across India.
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