ROLE AND RESPONSIBILITIES Will be responsible for continuously analyzing relevant customer information to improve engagement and drive business growth across all brands. In the CRM transformation / project phase the role will also be responsible for coordinating with internal and stakeholders through all phases of design, implementation testing and audit. On a routine basis, they will collaborate with brand managers & loyalty custodians to develop a calendar for all communications in line with business objectives, manage and maintain the company's CRM database, develop a sound understanding of customer behavior and segmentation, optimize and refine campaigns to maximize ROI & engagement across all channels. Design, create, and execute successful campaigns across multiple platforms, including Email, SMS, WhatsApp, App Notifications, and social media. Build & manage relevant CRM databases. Drive initiatives to strengthen 1P and 2P databases. Customer profiling with creation of specific segment / cohorts for targeted communications. Create and manage workflows for automated / drip campaigns across platforms. Collaborate with Headquarters and brand managers to develop a calendar for all communications in line with business objectives. Experiment with campaign attributes like A/B Testing, send time Optimization and segmentation to improve engagement and conversions. Review campaign performance and understand analytics to identify opportunities for improvement. Analyze data and build customer journey related drip campaigns across multiple use cases like customer onboarding, increasing repeat purchase, activating dormant customers, increasing share of wallet, etc. Support the project phase with necessary documentation and inputs during the design, build, implementation, testing and audit phase. Manage omni channel campaigns, and measuring conversion through attribution models & relevant KPIs. Optimize and refine campaigns to maximize ROI and engagement. Work cross-functionally with other teams to ensure consistent messaging across all channels. Prepare and share report back with management & senior leadership on a periodic basis. QUALIFICATIONS AND EDUCATION REQUIREMENTS 2+ years of marketing tech experience, including experience in CRM / campaign management. Familiarity with operating Campaign Management tools like Oracle Responsys Salesforce, Zoho, Netcore, etc. solutions (Oracle Responsys preferred) Experience with managing omni channel marketing campaigns, preferably in the services industry Knowledge and capability of measuring campaign conversion via KPIs and attribution models. Experience with running campaigns across Email, SMS, WhatsApp, App Notifications, and social media. Basics working knowledge of customer profiling, segmentation, STO, workflow management and creation of workflows for automated campaigns Good knowledge of MsExcel, with excellent hands-on experience of database related functions. Working knowledge about effective email design and content. Should possess a data-driven mindset and be skilled at interpreting data to turn it into actionable insights. Ability to develop, audit, and test campaigns in ways that optimize key performance indicators (KPIs) Strong analytical skills and the ability to interpret data. Communication and collaboration skills, with the ability to work effectively with cross-functional teams.
