Senior ECRM Specialist

Job Brief

The Senior eCRM Specialist will be a critical member of the Performance Marketing team, focusing on enhancing user retention, engagement, and conversion through highly targeted and effective communication channels. This role requires deep expertise in developing, executing, and optimizing CRM campaigns, with a primary focus on mobile-centric channels like SMS and Push Notifications, which are vital for the local market.

Responsibilities

• Campaign Development and Execution (SMS & Push Focus)

• • Design, implement, and manage the end-to-end strategy for all eCRM campaigns, prioritizing SMS Marketing and Push Notifications.
  • Develop comprehensive lifecycle communication strategies (onboarding, activation, retention) delivered primarily through mobile channels.
  • Ensure all communications are timely, relevant, compliant with local regulations, and aligned with brand guidelines.

• Segmentation and Personalization

• • Apply advanced segmentation techniques based on user attributes (behavioral, transactional, demographic) to create highly personalized message groups.
  • Utilize the eCRM platform (e.g., WebEngage, or similar) to map user journeys and trigger automated messages based on real-time user actions and inactions.
  • Continuously refine segmentation models to improve engagement rates and reduce churn.

• Performance Monitoring and Optimization

• • Rigorously A/B test campaign elements (copy, creative, send time, segmentation logic) to maximize key eCRM metrics (e.g., Open Rates, CTR, Conversion Rate, Unsubscribe/Opt-out Rates).
  • Monitor daily, weekly, and monthly campaign performance, providing detailed analysis and actionable insights to the Performance Marketing Team Lead.
  • Track the impact of eCRM campaigns on overall business KPIs, such as retention rate, LTV, and revenue.

• Technical Management and Oversight

• • Act as the day-to-day expert and administrator for the eCRM platform and integrated tools.
  • Collaborate with Product and Tech teams to ensure accurate data integration and troubleshoot any technical issues related to campaign deployment (especially SMS and Push delivery).

Required Skills and Experience

• Proven experience 2 years dedicated to eCRM/Retention Marketing, with a substantial focus on SMS and Push Notification campaigns.
• Hands-on expert knowledge of a leading eCRM/Marketing Automation platform (e.g., WebEngage)
• Strong understanding of user segmentation methodologies and lifecycle marketing frameworks.
• Excellent analytical skills and proficiency in using data to drive campaign decisions.
• Experience operating within a Performance Marketing structure and understanding metrics like CPA, ROI, and LTV.
• Experience reporting performance using BI tools