Marketing Technology (Martech) Specialist

Hiring for: One of India’s leading non-banking financial companies (NBFCs), focused on driving financial inclusion across rural and semi-urban markets.

Role: Marketing Technology (Martech) Specialist

Experience: 3 to 5 years

Location(s): Mumbai

Salary: Up to INR 21 LPA

1. Job Purpose Statement: The Marketing Technology (Martech) Specialist will be responsible for managing and optimizing the organization's marketing technology ecosystem, with primary ownership of Salesforce Marketing Cloud and related customer engagement platforms. The role will enable personalized, data-driven customer communications across multiple channels, improve campaign effectiveness, enhance customer experience, and support business growth through marketing automation and analytics

2. Duties & Responsibilities:

In Brief:

·      Responsible for design and development of various customer communication channels, integration with strategic data ecosystem, campaign automation and campaign performance management at FSS level.

·      Integration of Martech platforms with all core FSS applications on-premises and cloud.

·      End to end project delivery management in line with the agreed KPI’s and SLA’s.

·      Build process for campaign lifecycle management.

·      Interact regularly with multiple stakeholders like operations, Data Science and other IT Data teams to effectively manage the campaign environment.

·      Project management with ability to distil complex issues into structured frameworks for solving complex business problems through seamless end to end automated solutions.

In details:

Marketing Automation & Campaign Management

·      Manage, administer, and optimize Salesforce Marketing Cloud and associated Martech platforms.

·      Design, build, execute, and monitor multi-channel customer campaigns across Email, SMS, WhatsApp, Push Notifications, and Digital Channels.

·      Develop and implement automated customer journeys and lifecycle marketing programs.

·      Configure and maintain audience segmentation, personalization, and targeting strategies.

Customer Data & Integration

• Collaborate with Data Engineering, CRM, IT, and Business teams to integrate customer data across platforms.
• Ensure seamless flow of customer data between Salesforce Marketing Cloud, CRM systems, CDP, Data Lake, and other digital platforms.
• Maintain customer data quality, campaign data governance, and consent management processes.

Analytics & Performance Monitoring

• Track campaign performance using KPIs such as open rates, CTRs, conversions, engagement rates, and customer retention metrics.
• Create dashboards and reports for campaign effectiveness and business stakeholders.
• Conduct A/B testing and recommend optimization strategies based on performance insights.

Platform Administration & Governance

• Manage user access, security, platform configurations, and system health.
• Ensure compliance with data privacy, information security, and regulatory requirements.
• Coordinate with vendors, consultants, and Salesforce support teams for enhancements and issue resolution.

3. Key Challenges

·      Integrating diverse customer data sources to create a unified customer view.

·      Delivering highly personalized customer experiences at scale.

·      Maintaining data quality and campaign accuracy across multiple communication channels.

·      Balancing campaign execution speed with governance, compliance, and quality requirements.

·      Measuring and demonstrating marketing campaign ROI and business impact.

·      Managing evolving Martech capabilities and rapidly changing customer engagement expectations.

4. Decision Making Authority

Decisions Made Independently

• Campaign configuration and execution within approved frameworks.
• Customer segmentation and journey setup based on predefined business requirements.
• Marketing automation workflow optimization.
• Campaign performance monitoring and tactical recommendations.
• User access administration and platform maintenance activities.

Decisions Made in Consultation with Manager

• Martech platform enhancements and architectural changes.
• Selection and implementation of new Martech tools and vendors.
• Budget-related decisions and major platform investments.
• Customer communication strategy and large-scale campaign initiatives.
• Data governance, compliance, and security-related decisions.

5. Job Requirements

Professional Qualification

• Bachelor's degree in Engineering, Computer Science, Information Technology, Statistics, Marketing, or related discipline.
• Salesforce Marketing Cloud Certifications (Administrator, Email Specialist, Consultant, Developer) preferred.
• 3- 4 years of hands-on experience with Salesforce Marketing Cloud with running campaigns on WhatsApp and SMS channel,

Knowledge

• Salesforce Marketing Cloud (Journey Builder, Email Studio, Automation Studio, Contact Builder, Mobile Studio).
• Knowledge of API management, SSJS scripting, AMP scripting, Automation Studio and building campaigns in Journey Builder
• Has knowledge of content whitelisting on Meta for WhatsApp and DLT for SMS
• Customer journey orchestration and lifecycle marketing.
• CRM platforms and customer engagement ecosystems, SQL and customer segmentation techniques.
• Marketing automation concepts and campaign management.

Digital marketing channels including Email, SMS, WhatsApp, Push Notifications, and Web.

• Data integration concepts, APIs, and customer data platforms (CDP).
• Data governance, privacy regulations, and consent management.
• Marketing performance measurement and attribution methodologies.
• Experience or exposure to cloud like AWS, Azure will be a plus

Skills

• SQL, Python, Apache Spark, Databrics
• Campaign design and marketing automation execution.
• Customer segmentation and personalization.
• Strong SQL and data analysis capabilities.