Marketing Automation Executive at BigHaat Agro Pvt. Ltd.

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 br