Role: Campaign Manager
Industry Type: NBFC
Department: Marketing & Communication
Employment Type: Full Time, Permanent
Role Category: Digital Marketing
UG: Any Graduate
PG: Any Postgraduate
Role : WhatsApp Campaign Manager
vertical : Loan against property
Exp : 3- 6 yrs
Location : Chennai
About the Role
We are looking for a WhatsApp Campaign Manager to lead end-to-end WhatsApp Business communications for our LAP (Loan Against Property) vertical. The role involves managing the complete campaign lifecyclefrom strategy and planning to execution, optimization, and performance analysis.
This position goes beyond mass messaging. The ideal candidate will leverage customer and partner insights, behavioral data, and lifecycle triggers to deliver personalized, timely, and relevant communications at scale. Working at the intersection of marketing, data analytics, and product management, you will design and execute engagement strategies that drive meaningful customer interactions, improve campaign effectiveness, and enhance the overall customer experience.
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Role & responsibilities
- Handling the WhatsApp channel for LAP end to end campaign calendar, targeting, creative briefs, execution, and post-campaign analysis.
- Build hyper-personalized campaigns using segmentation, behavioural triggers, and predictive/AI-driven recommendations, so every message feels individually written.
- Work closely with the CRM/Data team to build and maintain dynamic audience segments RFM, lifecycle stage, propensity scores, churn risk, and so on.
- Set up trigger- and journey-based flows (welcome series, re-engagement, win-back) using tools like MoEngage, CleverTap, WebEngage, Netcore, Gupshup or similar CDP/MarTech platforms.
- Coordinate with the central marketing team on the WhatsApp Business API (WABA) relationship template approvals, quality rating, opt-in/opt-out compliance.
- Run proper A/B and multivariate tests across messaging, creative, send-time and personalization levers, and turn what you learn into repeatable playbooks.
- Keep a close eye on the numbers delivery rate, read rate, CTR, conversion, opt-out rate, cost per conversation and bring insights back to stakeholders in a way they can act on.
- Partner with the content/creative team on copy, templates, and rich media (carousels, quick replies, CTA buttons) that stays true to brand voice.
- Make sure every campaign stays within WhatsApp's commerce policy, TRAI/DLT regulations and data privacy norms.
- Work with product and engineering on conversational flows, chatbot integrations and two-way messaging.
- Manage the campaign budget and keep optimizing cost-per-conversation and cost-per-conversion.
Preferred candidate profile :
- 3 - 6 years in CRM, lifecycle, or performance marketing, including 12 years specifically on WhatsApp or messaging campaigns.
- A solid grasp of customer segmentation, personalization frameworks, and lifecycle marketing.
- Comfortable around data and able to read a dashboard and pull-out what matters.
- Real experience running and analysing A/B tests at scale
- Know-how on WhatsApp template categories, messaging windows, opt-in rules, and quality/compliance policies.