Digital Campaign Specialist

• Plan and execute digital campaigns across Push Notifications, SMS, WhatsApp, in-app messaging, and retargeting channels.
• Develop customer engagement journeys covering onboarding, KYC completion, credit eligibility, first-time usage, repeat transactions, repayment, and cross-selling.
• Segment customers based on behaviour, transaction history, risk profiles, and lifecycle stages.
• Set up and manage automated, trigger-based campaigns using CRM and marketing automation tools.
• Create and optimise campaign messages, calls to action, timing, and frequency to improve conversion.
• Monitor campaign performance, conduct A/B testing, and recommend improvements.
• Analyse campaign data and track KPIs, including conversion rates, repeat usage, and repayment responses.
• Collaborate with Product, Operations, Collections, Design, and Business Intelligence teams.

Key Performance Indicators (KPIs)

• KYC completion rate.
• First-time credit/BNPL usage conversion.
• Customer repeat usage rate.
• Repayment reminder response and reduction in overdue payments.
• Campaign click-through rates and conversion improvements.

Requirements

• Bachelor's Degree in Marketing, Business Administration, Communications, or a related field.
• 2–4 years of experience in digital marketing, lifecycle marketing, CRM campaigns, or growth marketing.
• Experience in fintech, lending, digital payments, financial services, or FMCG is an advantage.
• Hands-on experience with platforms such as Insider, CleverTap, or MoEngage.
• Strong knowledge of customer segmentation, campaign automation, and conversion funnel optimisation.
• Proficiency in Microsoft Excel or Google Sheets; SQL knowledge is an added advantage.
• Excellent copywriting, analytical, and communication skills.