Digital Campaign Specialist

Job Summary

• We are seeking a results-driven Digital Campaign Specialist to manage and optimise digital engagement campaigns for financial products, including Buy Now, Pay Later (BNPL) and product credit. The ideal candidate will drive customer conversion, engagement, repeat usage, and repayment through targeted, automated, and data-driven digital campaigns.

Key Responsibilities

• Plan and execute digital campaigns across Push Notifications, SMS, WhatsApp, in-app messaging, and retargeting channels.
• Develop customer engagement journeys covering onboarding, KYC completion, credit eligibility, first-time usage, repeat transactions, repayment, and cross-selling.
• Segment customers based on behaviour, transaction history, risk profiles, and lifecycle stages.
• Set up and manage automated, trigger-based campaigns using CRM and marketing automation tools.
• Create and optimise campaign messages, calls to action, timing, and frequency to improve conversion.
• Monitor campaign performance, conduct A/B testing, and recommend improvements.
• Analyse campaign data and track KPIs, including conversion rates, repeat usage, and repayment responses.
• Collaborate with Product, Operations, Collections, Design, and Business Intelligence teams.

Requirements

• Bachelor\'s degree in Marketing, Business Administration, Communications, or a related field.
• 2–4 years of experience in digital marketing, lifecycle marketing, CRM campaigns, or growth marketing.
• Experience in fintech, lending, digital payments, financial services, or FMCG is an advantage.
• Hands-on experience with platforms such as Insider, CleverTap, or MoEngage.
• Strong knowledge of customer segmentation, campaign automation, and conversion funnel optimisation.
• Proficiency in Microsoft Excel or Google Sheets; SQL knowledge is an added advantage.
• Excellent copywriting, analytical, and communication skills.

Key Performance Indicators (KPIs)

• KYC completion rate.
• First-time credit/BNPL usage conversion.
• Customer repeat usage rate.
• Repayment reminder response and reduction in overdue payments.
• Campaign click-through rates and conversion improvements.