About the role
We are looking for an experienced WhatsApp Marketing Subject Matter Expert (SME) to lead and scale WhatsApp as a strategic D2C customer engagement and acquisition channel across Aditya Birla Capital Digital's product portfolio. The role will own the end-to-end WhatsApp communication strategy across Marketing, Utility and Service communications while driving engagement, conversions, compliance and customer experience.
Experience- 5–8 years of experience in CRM, D2C Marketing, Marketing Automation or Conversational Commerce.
- Minimum 5 years of hands-on experience managing enterprise-scale WhatsApp Business Platform communications.
- Experience in BFSI, FinTech, E-commerce or Consumer Internet preferred.
- Own the end-to-end WhatsApp communication strategy and roadmap.
- Execute Marketing, Utility and Service communication journeys.
- Drive acquisition, engagement, activation, cross-sell and retention.
- Optimize campaigns through personalization, experimentation and A/B testing.
- Partner with Product, CRM, Technology and Analytics teams.
- WhatsApp Flows
- WhatsApp Business API
- WhatsApp Interactive Messages
- WhatsApp Forms
- Click-to-WhatsApp Ads
- WhatsApp PWA
- API Integrations
- Webhooks
- Template Management
- Conversation Categories
- Quality Rating & Messaging Limits
- Build AI-powered conversational journeys.
- Integrate Agentic AI/chatbots for lead qualification.
- Automate servicing and appointment booking.
- WhatsApp Business Platform
- Meta Business Manager
- MoEngage / CleverTap / WebEngage
- CRM Platforms
- WhatsApp-driven Revenue
- Qualified Leads
- Conversion Rate
- ROAS
- Channel ROI
- Customer Engagement
- Cross-sell Revenue