Position: CRM Campaign Manager
Experience: 5+ Year
Overview
- The CRM Campaign manager is responsible to drive personalization for the overall design, selection, implementation and management of all marketing and advertising platforms used in owned & paid media (website, mobile, app, etc.)
- He/She is also responsible for end-to-end planning, execution, and optimization of marketing campaigns across owned channels (email, SMS, push notifications, WhatsApp, and in-app messaging) to drive customer engagement, activation, and retention
- The strategic goal for this role is to ensure that the marketing and advertising functions are fully enabled with a complete and integrated set of best-practice for owned & paid media platforms, so they can maximize the effectiveness and efficiency of their program within the full marketing technology stack
- The CRM Campaign manager should also ensure campaigns are data-driven, personalized, and aligned with business objectives while maximizing engagement metrics and delivering measurable outcomes across the customer lifecycle.
Responsibilities
- Define the strategy and roadmap to drive personalization for the owned & paid channel marketing and technology platform stack used in client including CRM, tag management, performance monitoring, usability testing, decisioning engine
- Lead platform selection, implementation, standards and improvement efforts, to drive agenda towards personalization for owned & paid platform working closely with stakeholders in marketing and IT
- Drive adoption and deployment of these platforms across organization and agencies including awareness building, training and usage monitoring
- Manage the customer experience and make that available to paid channel to make an effective omni-channel environment
- Monitor and expand the data feeds to ensure personalization activation and support the analytics teams running models off this data. Ensure data is widely adopted and consumed by receiving platforms. Design and maintain a consistent taxonomy
- Establish and measure operational KPIs for personalization engines and owned & paid platform
- Manage vendor relations for marketing and advertising technologies and platform partners used by client. Understand vendor roadmaps and drive new initiatives with these vendors
- Collaborate closely with website and app marketing and advertising teams and their external agencies
- Collaborate closely with Tech Lead and IT teams at Rainbow and external technology service providers
- Plan and execute multi-channel marketing campaigns across email, SMS, push notifications, WhatsApp, and in-app messaging aligned to business goals
- Design customer journeys and automated workflows using marketing automation platforms to drive engagement and conversions
- Develop audience segmentation strategies leveraging customer data, behavioral triggers, and lifecycle stages
- Collaborate with creative, content, and design teams to develop compelling campaign assets and messaging
- Monitor campaign performance and analyze KPIs (open rates, CTR, conversion, unsubscribe rates) and optimize based on insights
- Conduct A/B and multivariate testing on subject lines, content, timing, and audience segments to improve effectiveness
- Manage campaign calendars, ensuring timely execution and coordination across stakeholders
- Ensure compliance with data privacy regulations (DPDP Act, GDPR) and channel-specific opt-in/opt-out guidelines
- Maintain and improve deliverability, sender reputation, and channel health metrics
Suggested Qualification
- 5+ years in a marketing technology role in-house in a large consumer marketing team
- Graduate degree in computer science (with a minor in marketing) or marketing (with a minor in computer science)
- Technical and hands-on experience with a broad variety of marketing, advertising and data platforms e.g., A/B testing & experimentation (VWO), customer engagement (MoEngage, WebEngage, CleverTap), marketing automation (Netcore Cloud), conversational AI (Haptik, Gupshup, Yellow.ai), CDPs & personalization (Lemnisk, CustomerLabs), CRM (Freshworks, Zoho, LeadSquared), analytics (Mixpanel, Amplitude), tag management systems, and others
- CRM, email management, and direct marketing experience, planning, measurement, and execution
- Strong track record in quickly adapting and integrating new customer experience and data management vendors
- Digital Product management experience
- Experience managing a team of 3-5 people
- 3-5 years in campaign management or CRM marketing role in a consumer-facing organization (BFSI, e-commerce, or consumer tech preferred)
- Graduate degree in marketing, business, or related field
- Proficiency in campaign analytics, A/B testing, and performance optimization
- Experience with audience segmentation, personalization, and journey orchestration
- Strong analytical skills with proficiency in Excel and SQL basics
- Understanding of customer lifecycle marketing and retention strategies
- Excellent communication and project management skills
- Experience working with cross-functional teams (product, analytics, creative)
