Marketing Automation Executive

BigHaat is one of India’s leading AgriTech platform, providing farmers with genuine Agri-inputs, advisory, and technology-driven solutions. Our MarTech function plays a crucial role in delivering relevant, timely and personalised communication that strengthens customer engagement across millions of users.

Department: Marketing Technology (MarTech)
Location: JP Nagar, Bangalore
Work Mode: Work from Office
Role Type: Full-time

Role Purpose

To design, execute and optimise marketing automation workflows across Push, WhatsApp, App and Web channels. The role ensures customers receive accurate, timely and behaviour-based communication, leading to improved engagement, retention and repeat usage.

Key Responsibilities

A. Automation & Journey Development

· Build multi-step automated journeys on Netcore (Push + WhatsApp).

· Develop lifecycle flows covering onboarding, activation, engagement, abandoned actions, retention and reactivation.

· Set up behavioural events and triggers based on app actions, purchase activity, search patterns and user lifecycle.

· Design logic-based flows using IF/ELSE conditions, delays, throttling, limits and fallback steps.

B. Segmentation & Targeting

· Create dynamic customer cohorts using behaviour, region, crop lifecycle, recency, frequency and purchase data.

· Maintain data hygiene across segments, archive or clean outdated cohorts.

· Build micro-segments for high-value campaigns and nudges.

C. Performance Monitoring & Optimisation

· Track key metrics: delivery rate, open rate, CTR, session uplift, add-to-cart, conversion, retention and repeat orders.

· Identify drop-off points within journeys and recommend optimisations.

· Run structured A/B experiments on templates, timing, content, triggers and frequency.

· Analyse performance using GA4, Netcore and internal dashboards.

D. Issue Identification & Resolution

· Detect journey breaks, delays, and trigger failures.

· Identify event-mapping issues, SDK gaps and fallback mismatches.

· Work with Tech and Product teams to ensure correct event architecture.

· Follow up with vendors (Netcore, WATI, etc.) for platform-level issues, feature enablement’s and other support.

E. Documentation, Governance & Compliance

· Maintain detailed documentation for every journey (objective, logic, triggers, frequency, segments).

· Maintain SOPs for campaign execution, approvals, testing and quality checks.

· Ensure all communication templates follow internal guidelines and platform approval norms.

· Maintain version control for journey changes and improvement history.

F. Collaboration with Internal & External Stakeholders

· Coordinate with Creative team for templates, content, and final assets.

· Work closely with Category and Advisory teams for campaign inputs.

· Align with Tech for SDK validations, new event requirements and trigger logic.

· Partner with vendors for platform updates, training and technical troubleshooting.

Key Skills

· Hands-on experience with marketing automation tools (Netcore /Web Engage/MoEngage/Clever Tap will be the added advantage).

· Strong understanding of customer lifecycle, retention funnels and behavioural triggers.

· Competency in Excel (VLOOKUP, Pivot Tables, basic formulas).

· Ability to read dashboards (GA4, Netcore, App analytics).

Experience Requirements

· 1+ – 3 years of relevant experience in Marketing Automation, CRM, Lifecycle Marketing, Growth or MarTech roles.

· Experience in journey building, segmentation and multi-channel communication workflows.

· Exposure to Push and WhatsApp automation platforms is an advantage.

Education

MBA – Marketing or Agri Business Management

Job Type: Full-time

Pay: ₹350,000.00 - ₹450,000.00 per year

Benefits:

• Health insurance
• Provident Fund

Application Question(s):

• Are you an immediate Joiner

Experience:

• Marketing automation: 2 years (Required)

Work Location: In person