Growth Marketing and Conversion Optimization Specialist

Role Overview: As the Paid Acquisition and Conversion Science Specialist at Keka, you will play a crucial role in running high-performance paid social and ABM programs while also owning the CRO charter to improve visitor, trial, and lead conversion rates. You will be responsible for planning and executing paid social campaigns, optimizing conversion rates, and continuously testing and improving strategies to drive qualified leads and pipeline growth. Key Responsibilities: - Plan, build, and optimize paid social campaigns on LinkedIn Campaign Manager and Meta Ads Manager to drive qualified demo requests and MQL pipeline. - Develop and execute ABM programs targeting high-value accounts, including personalized ad experiences, content syndication, and account-level engagement tracking. - Own key performance indicators such as CTR, Cost-per-Demo, account engagement rate, and sourced pipeline for paid social campaigns. - Collaborate with sales and RevOps to align account lists, define ICP tiers, and build audience segments. - Efficiently manage budgets, test creative formats, audience signals, and bidding strategies. - Write compelling ad copy and provide design direction for ad creatives. - Own CVR (visitor-to-demo and trial-to-qualified conversion rates) as a key performance indicator. - Design, prioritize, and run A/B and multivariate tests across landing pages, CTAs, forms, ad creatives, and post-click experiences. - Develop test hypotheses based on data analysis, user research, and funnel analysis. - Document learnings in an experimentation log and create an institutional knowledge base. - Collaborate with product, design, and engineering teams to implement winning variants at scale. - Ensure structured testing methodology including statistical significance and sample sizing. Qualifications Required: Must-Haves: - 48 years of SaaS marketing experience with a focus on paid social and CRO. - Hands-on experience with LinkedIn Campaign Manager and Meta Ads Manager. - Proven track record in running structured A/B testing programs. - Strong analytical skills with the ability to interpret data and understand statistical significance. - Excellent copywriting skills and design direction abilities. - Experience with ABM platforms or tools is a plus. Nice-to-Haves: - Exposure to SaaS or HR-tech marketing. - Familiarity with Figma for design work and creative iteration. - Knowledge of marketing automation tools and CRM systems. - Previous experience managing revenue numbers. (Note: Additional details about the company were not explicitly mentioned in the job description.) Role Overview: As the Paid Acquisition and Conversion Science Specialist at Keka, you will play a crucial role in running high-performance paid social and ABM programs while also owning the CRO charter to improve visitor, trial, and lead conversion rates. You will be responsible for planning and executing paid social campaigns, optimizing conversion rates, and continuously testing and improving strategies to drive qualified leads and pipeline growth. Key Responsibilities: - Plan, build, and optimize paid social campaigns on LinkedIn Campaign Manager and Meta Ads Manager to drive qualified demo requests and MQL pipeline. - Develop and execute ABM programs targeting high-value accounts, including personalized ad experiences, content syndication, and account-level engagement tracking. - Own key performance indicators such as CTR, Cost-per-Demo, account engagement rate, and sourced pipeline for paid social campaigns. - Collaborate with sales and RevOps to align account lists, define ICP tiers, and build audience segments. - Efficiently manage budgets, test creative formats, audience signals, and bidding strategies. - Write compelling ad copy and provide design direction for ad creatives. - Own CVR (visitor-to-demo and trial-to-qualified conversion rates) as a key performance indicator. - Design, prioritize, and run A/B and multivariate tests across landing pages, CTAs, forms, ad creatives, and post-click experiences. - Develop test hypotheses based on data analysis, user research, and funnel analysis. - Document learnings in an experimentation log and create an institutional knowledge base. - Collaborate with product, design, and engineering teams to implement winning variants at scale. - Ensure structured testing methodology including statistical significance and sample sizing. Qualifications Required: Must-Haves: - 48 years of SaaS marketing experience with a focus on paid social and CRO. - Hands-on experience with LinkedIn Campaign Manager and Meta Ads Manager. - Proven track record in running structured A/B testing programs. - Strong analytical skills with the ability to interpret data and understand statistical significance. - Excellent copywriting skills and design direction abilities. - Experience with ABM platforms or tools is a plus. Nice-to-Haves: - Exposure to SaaS or HR-tech marketing. - Familiarity with Figma for design work and cre