Marketing Automation Executive

About BigHaat:

BigHaat is one of India's leading AgriTech platforms, 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.

About the role:

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 Deployment

• Build multi-step automated journeys on Netcore.
• 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.
• 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.

B. Segmentation & Targeting

• Create dynamic customer cohorts using behaviour, region, crop lifecycle, recency, frequency and purchase data.
• Maintain data hygiene across segments and target the relevant segments
• 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 and other support.

E. Collaboration with Internal & External Stakeholders

• Coordinate closely with Creative, SCM and Agronomy teams for cross-functional execution
• 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 / WebEngage / MoEngage / CleverTap will be anadded advantage).
• 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.

Education:

• Master's (Required)

Experience:

• Automation, CRM, Lifecycle Marketing, Growth or MarTech: 1 year (Required)