Specialist - Marketing Automation & Growth

Location : Remote [India-Based]

Role Overview:

We are looking for a data-driven and strategic Marketing Automation & Growth Specialist, to join our central marketing team. This is a senior individual contributor role focused on owning our marketing automation strategy using MoEngage and driving student acquisition and conversion across different regions. You will act as a key liaison between the central team and in-country marketing teams, using your expertise to influence strategy, optimize funnels, improve campaign performance and support our paid performance marketing efforts. The ideal candidate is a Master of Marketing automation who also possesses exceptional communication and persuasion skills to foster collaboration and drive results.

Key Responsibilities:

• Marketing Automation Campaigns: Plan, build, and execute automated user engagement campaigns using MoEngage across multiple channels – including Email, WhatsApp, SMS, push notifications (app and web), and in-app messaging. Set up behavior-triggered journeys and drip campaigns to nurture leads through the student lifecycle (inquiry, meeting, application, visa, pre-departure, etc.). Ensure personalization and timely communication at each stage of the student’s journey.
• Segmentation & Personalization: Develop robust audience segmentation and trigger-based workflows. Leverage student data (demographics, behavior, stage in application process) to send highly relevant content. Continuously refine segments (e.g. by country of interest or test scores) and use dynamic content to improve engagement.
• Performance Marketing Support: Collaborate with the performance marketing team on planning and optimizing paid campaigns (Facebook/Meta Ads, Google Ads, etc.). While your focus is automation, you will contribute to paid marketing strategy by sharing insights from automated campaign data (e.g. which messaging gets the best email response could inform ad copy). Having hands-on ability to launch and manage campaigns on Google and Meta is a strong plus.
• Cross-Functional Stakeholder Management: Act as the primary point of contact for our regional marketing teams and country managers when it comes to marketing automation initiatives. Gather campaign requirements from in-country teams (India, Sri Lanka, Nepal, Philippines, Indonesia, Australia, Bangladesh, Vietnam, Singapore, Malaysia) and translate them into MoEngage campaign setups. Communicate campaign plans, get buy-in from local stakeholders, and ensure their goals are met. Essentially, you’ll function in an “account manager” capacity for internal clients, coordinating and persuading stakeholders to adopt best practices in digital campaigns.
• Campaign Monitoring & Optimization: Track and analyze campaign performance metrics end-to-end. Monitor key KPIs like open rates, click-through rates, conversion rates, CPL (Cost per Lead), CPA (Cost per Acquisition) and ROI/ROAS for paid components. Prepare regular reports to highlight results and insights. Use MoEngage’s analytics as well as Google Analytics and other tools to identify drop-offs or opportunities. Based on data, optimize campaigns – e.g., tweak subject lines, send times, or channel mix for better engagement, and adjust paid media budgets or targeting to improve lead quality.
• A/B Testing and Experimentation: Plan and execute A/B tests or multivariate experiments on both automation and ad campaigns. Test different content, creatives, or user flows (for instance, two variants of a nurture email or different ad creatives for the same audience) and use statistical results to guide improvements. Share learnings across teams to inform overall marketing strategy.
• Lifecycle Strategy & Student Engagement: Bring fresh ideas to improve the student journey via marketing touchpoints. Understand our students’ “jobs-to-be-done” – their core needs like getting admission guidance, visa updates, or test prep – and ensure our automated communications provide value at the right time. For example, you might implement an automated reminder sequence for students who started an application but haven’t finished, including helpful tips or counselor contact info. Work closely with the content team to develop messaging that resonates with students’ aspirations and pain points in each region.
• Data Management & Compliance: Maintain data hygiene within the MoEngage platform and our CRM. Regularly audit contact lists and segmentation rules to ensure accuracy. Ensure all campaigns comply with relevant communication laws and regulations (e.g. opt-in/opt-out rules, GDPR if applicable for certain student nationalities). Monitor deliverability and work with tech teams to troubleshoot any integration issues or data flow problems that affect campaigns.
• Collaboration & Training: Work alongside designers and copywriters to develop effective campaign creatives (email templates, landing pages for ads, etc.). Coordinate with the product/tech team for any new tool integrations or tracking requirements related to marketing (for instance, setting up event triggers in our app or website to feed MoEngage). Additionally, support and mentor junior marketing team members (if any) on using marketing automation best practices. You may occasionally run training sessions for regional marketing teams on how the automation campaigns work, to ensure alignment and understanding.
• Stay Updated: Keep up with the latest trends in digital marketing – both in paid advertising (algorithm changes, new ad formats) and in marketing automation (new MoEngage features, customer engagement strategies). Proactively suggest new channels or tactics we can try (e.g., experimenting with push notifications vs. email for certain messages, or using lookalike audiences in ads based on our best-performing student segment). Our team encourages innovation, so we’ll look to you for ideas to continuously improve our ROI and student experience.

Required Qualifications & Skills:

• Experience: 6–7 years of overall experience in digital marketing, with at least 3+ years of hands-on experience in marketing automation (MoEngage highly preferred). Proven track record in setting up and managing automated campaigns and customer journeys. Also, practical experience with running or coordinating paid marketing campaigns on Google Ads and Facebook/Meta.
• Marketing Automation Expertise: Proficient in MoEngage or similar platforms (e.g., WebEngage, CleverTap, Braze, Salesforce Marketing Cloud). You should be comfortable creating complex multi-step flows, segmenting audiences, and analyzing campaign performance within these tools. Knowledge of HTML/CSS for email template tweaks is a plus. MoEngage certification (if any) or evidence of advanced platform usage would be a bonus.
• Analytical Skills: Strong data-driven mindset. Experience monitoring KPIs and using analytics to drive decision-making. Familiarity with Google Analytics (GA4), campaign tracking (UTMs), and conversion rate optimization techniques. Ability to calculate basic metrics like Open Rate, Click-through Rates, (CTR), Lead nurturing progression, CPL, CPA, CAC and interpret what they imply about campaign success or needed changes.
• Stakeholder Management: Excellent communication and interpersonal skills. Ability to work with multiple internal stakeholders (marketing, product and tech, country marketers/managers) and manage their expectations effectively. You should be adept at gathering requirements, explaining technical campaign setups in layperson terms, and persuading others with data and logic. Prior experience in a role that required coordinating across teams or regions is highly desirable.
• Domain Understanding: Empathy for students and the education domain. Either experience in the education/study abroad sector, or an ability to quickly learn the nuances of how students decide on overseas education. This includes understanding common student questions, timelines (intake seasons, application deadlines), and what motivates or concerns them. Your campaigns will perform best if they truly address student needs, so we value someone who keeps the student perspective front and center.