Senior Marketing Automation Specialist

Shriram Finance Limited; Chennai District; On-site; INR 1,000,000 - 1,600,000; Full time

Job summary

Shriram Finance Limited is seeking a Marketing Automation Specialist to drive customer acquisition and engagement through automated journeys across WhatsApp, SMS, Email, RCS, APN, and IVR. You will plan, execute, and optimize omnichannel campaigns and collaborate with Product, Technology, CRM, and Analytics teams to ensure data‑driven improvements.

The ideal candidate has hands‑on experience in marketing automation, lifecycle management, and performance optimization, with strong analytics and

Qualifications

• Hands-on experience with marketing automation platforms and lifecycle management.
• Expertise across WhatsApp, SMS, Email, RCS, APN and IVR campaigns.
• Experience in lead generation, nurturing, retention, and reengagement.
• Strong segmentation, journey mapping, and analytics capabilities.

Responsibilities

• Plan, execute, and optimize lead generation and nurturing campaigns.
• Design automated customer journeys for onboarding, follow-ups, and reactivation.
• Build multi-channel campaigns across WhatsApp, SMS, Email, RCS, APN, IVR.
• Coordinate with Product, Technology, CRM, Analytics for data integration.
• Monitor delivery, troubleshoot issues, and ensure timely communications.
• Prepare MIS and performance reports with insights and optimization recommendations.

Skills

Marketing automation

Lifecycle management

Campaign analytics

A/B testing

Stakeholder management

Education

Bachelor's degree in Marketing, Business, Engineering, or related field

Tools

Netcore

MoEngage

CleverTap

WebEngage

Job description

Job Description: Marketing Automation Specialist Position Marketing Automation Specialist within Performance Marketing Experience 8–15 Years

Summary

We are looking for a results-driven Performance Marketing & Marketing Automation Specialist to drive customer acquisition, lead nurturing, and customer engagement through automated marketing journeys. The ideal candidate should have hands‑on experience in planning, executing, and optimizing omnichannel campaigns across WhatsApp, SMS, Email, RCS, App Push Notifications (APN), and IVR to improve lead conversion and customer lifecycle performance.

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 reengagement 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.