Senior Executive- CRM Platforms, Data & Automation

Role & responsibilities

• Strong hands-on experience with CRM technology and marketing automation platforms.
• Deep understanding of automated journey orchestration, triggers, event-based communication, and personalization logic.
• Solid knowledge of customer data models, integrations, and SVoC concepts.
• Experience with A/B testing frameworks and experimentation methodologies
• Prior experience of tools like Clevertap, MoEngage, Salesforce Marketing Cloud (SFMC) is essential

Experience & Background

• 3-6 years of relevant tech experience in CRM, marketing automation, or marketing technology roles.
• Prior experience in digital-first organizations preferred (retail, e-commerce, consumer brands preferred)
• Hands-on experience managing multi-channel campaigns at scale is essential.

Key Responsibilities

1. CRM Platforms & Automation Enablement

• Own day-to-day management and configuration of CRM and marketing automation platforms.
• Enable and maintain personalization engines, dynamic content rules, and trigger-based communication.
• Ensure platform scalability, reliability, and alignment with evolving business requirements.
• Act as the subject-matter expert for CRM technology capabilities, limitations, and best practices.

2. Multi-Channel Journey Design & Execution

• Manage end-to-end automated customer journeys across channels such as email, SMS, WhatsApp, & app ( in future)
• Translate business and marketing requirements into automation logic, triggers, and decision trees.
• Ensure journeys are customer-centric, timely, and aligned to lifecycle stages (onboarding, engagement, retention, reactivation)

3. Data Integrations & Single View of Customer (SVoC)

• Manage data integrations between CRM platforms and internal systems (POS, e-commerce, app, website, loyalty, etc.).
• Work with data and technology teams to build and maintain a Single View of Customer (SVoC).
• Ensure data accuracy, freshness, and consistency across systems.
• Define and manage customer attributes, events, and segmentation logic.

4. Experimentation, Testing & Optimization

• Design and execute A/B tests across messaging, creatives, subject lines, timing, and channels.
• Analyze test results to identify winning variants and actionable insights.
• Continuously refine content, journeys, and targeting to improve open rates, CTR, conversion, and revenue impact.

5. Performance Tracking & Reporting

• Track key CRM and automation KPIs including reach, engagement, conversion, revenue attribution, and ROI.
• Build and maintain dashboards and reports for ongoing performance visibility.
• Share insights and recommendations with stakeholders to drive continuous improvement.