Senior Marketing Automation Specialist

Key Responsibilities

• Plan, execute, and optimize lead generation, lead nurturing, and customer engagement campaigns.
• Design and manage automated customer journeys for onboarding, follow-ups, drop-offs, reactivation, and cross-sell campaigns.
• Build and execute campaigns across multiple channels, including:
• WhatsApp
• SMS
• Email
• Rich Communication Services (RCS)
• App Push Notifications (APN)
• IVR campaigns
• Manage campaign execution using marketing automation platforms such as Netcore, MoEngage, CleverTap, WebEngage, or similar tools.
• Segment customer audiences based on behavior, demographics, and lifecycle stages to improve campaign effectiveness.
• Track campaign performance, analyze KPIs, and continuously optimize open rates, CTR, conversion rates, and lead quality.
• Coordinate with Product, Technology, CRM, Analytics, and Business teams for campaign execution and data integration.
• Monitor campaign delivery, troubleshoot issues, and ensure timely execution of all marketing communications.
• Work closely with digital acquisition teams to improve lead conversion through personalized customer journeys.
• Prepare regular MIS and performance reports with actionable insights and optimization recommendations.
• Ensure compliance with data privacy regulations and communication policies.

Required Skills

• Hands-on experience with Netcore (preferred) or similar marketing automation platforms.
• Strong experience in marketing automation and customer lifecycle management.
• Expertise in WhatsApp Business campaigns, SMS, Email Marketing, RCS, APN, and IVR campaigns.
• Experience in lead generation, lead nurturing, customer retention, and re-engagement campaigns.
• Strong understanding of customer segmentation, journey mapping, and campaign automation.
• Experience with campaign analytics, A/B testing, and performance optimization.
• Knowledge of CRM integrations, APIs, and customer data platforms is an advantage.
• Strong analytical and problem-solving skills.
• Excellent stakeholder management and communication skills.

Preferred Qualifications

• Bachelor's degree in Marketing, Business, Engineering, or a related field.
• Experience working in Banking, NBFC, FinTech, Insurance, or other Financial Services organizations is highly preferred.
• Exposure to lending products such as Personal Loans, Gold Loans, Two Wheeler Loans, Business Loans, or Fixed Deposits will be an added advantage.

Success Metrics

• Increase lead-to-conversion rates through effective automation.
• Improve customer engagement across all communication channels.
• Reduce customer drop-offs through optimized lead nurturing journeys.
• Improve campaign ROI and marketing efficiency.
• Ensure timely campaign execution with high delivery and engagement rates.
• Support business teams in achieving monthly and annual acquisition targets.