Digital Marketing Manager

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 Experience: 2 to 8 years Business: ABC Digital Ltd. (Financial Services) Function: Sales & Marketing