We are looking for an experienced Whats App Marketing Subject Matter Expert (SME) to lead and scale Whats App 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 Whats App 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 Whats App Business Platform communications.
- Experience in BFSI, Fin Tech, E-commerce or Consumer Internet preferred.

Key Responsibilities

- Own the end-to-end Whats App 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.

Meta & Whats App Expertise

- Whats App Flows
- Whats App Business API
- Whats App Interactive Messages
- Whats App Forms
- Click-to-Whats App Ads
- Whats App PWA
- API Integrations
- Webhooks
- Template Management
- Conversation Categories
- Quality Rating & Messaging Limits

AI & Automation

- Build AI-powered conversational journeys.
- Integrate Agentic AI/chatbots for lead qualification.
- Automate servicing and appointment booking.

Technical Skills

- Whats App Business Platform
- Meta Business Manager
- MoEngage / Clever Tap / Web Engage
- CRM Platforms

Success Metrics

- Whats App-driven Revenue
- Qualified Leads
- Conversion Rate
- ROAS
- Channel ROI
- Customer Engagement
- Cross-sell Revenue

📌 Digital Marketing Manager (India)
🏢 Aditya Birla Group
📍 India