Opportunity brief
About BigHaat:
BigHaat is one of India's leading AgriTech platforms, providing farmers with genuine Agri-inputs, advisory, and technology-driven solutions. Our MarTech function plays a crucial role in delivering relevant, timely and personalised communication that strengthens customer engagement across millions of users.
About the role:
To design, execute and optimise marketing automation workflows across Push, WhatsApp, App and Web channels. The role ensures customers receive accurate, timely and behaviour-based communication, leading to improved engagement, retention and repeat usage.
Key Responsibilities
A. Automation & Journey Deployment
- Build multi-step automated journeys on Netcore.
- Develop lifecycle flows covering onboarding, activation, engagement, abandoned actions, retention and reactivation.
- Set up behavioural events and triggers based on app actions, purchase activity, search patterns and user lifecycle.
- Design logic-based flows using IF/ELSE conditions, delays, throttling, limits and fallback steps.
- Maintain detailed documentation for every journey (objective, logic, triggers, frequency, segments).
- Maintain SOPs for campaign execution, approvals, testing and quality checks.
- Ensure all communication templates follow internal guidelines and platform approval norms.
B. Segmentation & Targeting
- Create dynamic customer cohorts using behaviour, region, crop lifecycle, recency, frequency and purchase data.
- Maintain data hygiene across segments and target the relevant segments
- Build micro-segments for high-value campaigns and nudges.
C. Performance Monitoring & Optimisation
- Track key metrics: delivery rate, open rate, CTR, session uplift, add-to-cart, conversion, retention and repeat orders.
- Identify drop-off points within journeys and recommend optimisations.
- Run structured A/B experiments on templates, timing, content, triggers and frequency.
- Analyse performance using GA4, Netcore and internal dashboards.
D. Issue Identification & Resolution
- Detect journey breaks, delays, and trigger failures.
- Identify event-mapping issues, SDK gaps and fallback mismatches.
- Work with Tech and Product teams to ensure correct event architecture.
- Follow up with vendors (Netcore, WATI, etc.) for platform-level issues, feature enablement and other support.
E. Collaboration with Internal & External Stakeholders
- Coordinate closely with Creative, SCM and Agronomy teams for cross-functional execution
- Align with Tech for SDK validations, new event requirements and trigger logic.
- Partner with vendors for platform updates, training and technical troubleshooting.
Key Skills
- Hands-on experience with marketing automation tools (Netcore / WebEngage / MoEngage / CleverTap will be anadded advantage).
- Competency in Excel (VLOOKUP, Pivot Tables, basic formulas).
- Ability to read dashboards (GA4, Netcore, App analytics)
Experience Requirements
- 1–3 years of relevant experience in Marketing Automation, CRM, Lifecycle Marketing, Growth or MarTech roles.
Education:
- Master's (Required)
Experience:
- Automation, CRM, Lifecycle Marketing, Growth or MarTech: 1 year (Required)