Senior Marketing Automation Specialist

Job description

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.