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

Key Responsibilities

Own the end-to-end WhatsApp 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 & WhatsApp Expertise:
WhatsApp Flows
WhatsApp Business API
WhatsApp Interactive Messages
WhatsApp Forms
Click-to-WhatsApp Ads
WhatsApp 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

WhatsApp Business Platform
Meta Business Manager
MoEngage / CleverTap / WebEngage
CRM Platforms

Success Metrics

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