Digital Marketing Lead

About Us

Kumaran Systems: Engineering Future-Ready Transformations Since 1992, Kumaran Systems has been helping enterprises bridge the past and the future, reimagining legacy systems and embracing AI-led possibilities. With over 34 years of delivery excellence, we specialise in re-engineering core applications, driving cloud transformation, and building automation-first, GenAI-enabled ecosystems across the Banking and Financial Services, Insurance, Telecom, and Automotive sectors. We help organisations not just upgrade their systems but reimagine what’s possible.

Why Kumaran?

We blend engineering discipline with AI innovation, helping clients modernise with confidence, automate with clarity, and scale with purpose. Our global delivery model ensures agility, responsiveness, and seamless collaboration, with clients always at the heart of every engagement. At Kumaran, we don’t just solve problems, we engineer future-ready transformations.

Role Overview

The Digital Marketing Lead will be responsible for driving end-to-end digital marketing strategy and execution to generate qualified B2B leads, strengthen brand visibility, and support overall revenue growth. This role will own SEO, GEO-targeted campaigns, performance marketing, marketing automation, and content strategy across traditional and AI-powered search and digital channels.

You will partner closely with business, sales, and product teams to plan, launch, and optimize campaigns that align with growth objectives and deliver measurable impact.

Key Responsibilities

Strategy & Leadership

• Lead overall digital marketing strategy across SEO, GEO-targeted initiatives, paid media, and inbound channels.
• Build and own a digital marketing roadmap aligned with business and sales objectives.
• Define KPIs, performance benchmarks, and governance for all digital initiatives.
• Manage internal and external stakeholders (agencies, vendors, partners) as needed.
  
  

• Own on-page, off-page, and technical SEO to improve organic visibility and rankings.
• Develop strategies to optimize presence on AI-powered search platforms and assistants.
• Plan and execute content strategies (blogs, landing pages, case studies, whitepapers, email content, etc.) aligned to target personas and buyer journey stages.
• Collaborate with content writers, designers, and subject matter experts to produce high-quality, SEO-friendly assets.
• Conduct regular keyword research, content gap analysis, and competitor benchmarking.
  
  

• Drive qualified B2B leads through Google Ads, LinkedIn Ads, display, remarketing, and other relevant digital channels.
• Plan, launch, and optimize paid campaigns to achieve lead, MQL, SQL, and pipeline targets.
• Manage end-to-end campaign lifecycle: audience targeting, ad copy, creatives, landing pages, A/B testing, and conversion optimization.
• Coordinate email marketing, marketing automation workflows, and nurture journeys to improve engagement and conversion.
  
  

• Track and analyze website traffic, lead funnel metrics, campaign performance, and overall digital marketing effectiveness using tools like Google Analytics, CRM, and marketing automation platforms.
• Build dashboards and periodic reports for leadership, highlighting performance, insights, and recommendations.
• Continuously optimize campaigns to improve ROI, cost per lead (CPL), and conversion rates across channels.
• Implement and manage tracking mechanisms (UTMs, pixels, tags) to ensure accurate attribution and measurement.
  
  

• Work closely with business and sales teams to align campaigns with target segments, offerings, and revenue goals.
• Partner with product, presales, and delivery teams to craft compelling value propositions and messaging.
• Ensure timely feedback loops between sales and marketing for lead quality and campaign effectiveness.
  
  

• Stay updated on evolving SEO techniques, AI search developments, martech tools, and emerging digital marketing trends.
• Experiment with new channels, formats, and technologies (e.g., conversational AI, marketing automation, intent data) to enhance reach and engagement.
• Drive best practices, process improvements, and documentation for scalable digital marketing operations.
  
  

• Bachelor’s degree in Marketing, Business, Communications, or a related field; MBA or equivalent is a plus.
• 5+ years of experience in digital marketing, with strong exposure to B2B and IT/technology services (preferred).
• Proven track record of:
• Leading SEO and performance marketing programs.
• Driving qualified B2B leads and measurable pipeline contribution.
• Managing multi-channel digital campaigns (Google, LinkedIn, email, etc.).
• Hands-on experience with:
• SEO tools (e.g., Google Search Console, SEMrush, Ahrefs, Moz).
• Analytics tools (e.g., Google Analytics, GA4, Looker Studio).
• Advertising platforms (Google Ads, LinkedIn Campaign Manager).
• Marketing automation / email tools (e.g., HubSpot, Marketo, Mailchimp, or similar).

• Strong understanding of SEO, SEM, paid social, content marketing, and marketing automation.
• Deep familiarity with B2B buyer journeys, account-based, and lead-nurture strategies.
• Data-driven mindset with the ability to translate insights into action.
• Excellent communication, storytelling, and stakeholder management skills.
• Ability to manage multiple campaigns and priorities in a fast-paced environment.
• Strategic thinker with a hands-on, execution-oriented approach.