JSW Steel - Assistant General Manager/Lead - Customer Lifecycle Management

JSW One is looking for an Assistant General Manager (AGM) to lead marketing automation and customer lifecycle management across web and mobile platforms. This role is pivotal in designing, executing, and scaling mobile-first, automation-led funnel enhancements that power user acquisition, app adoption, and repeat transactions across our diverse customer base.

The ideal candidate brings deep domain expertise in marketing automation, hands-on execution with tools like MoEngage, Gupshup, Salesforce Sales Cloud, and proven ability to scale multi-channel mobile marketing journeys with performance rigor and automation-first thinking and building clear dashboards across the journeys
Key Responsibilities:
1. Lifecycle Marketing Design & Execution - Design full-funnel automated journeys for customers across stages: lead > install > order > repeat > retain.

- Integrate online and offline journey legs to build a unified journey and engagement plan - Build mobile-first journeys using email, WhatsApp, RCS, SMS, Messenger (Instagram, FB Messenger, Google Chat) and in-app push.
2. Marketing Automation & MarTech Integration - Lead the orchestration of campaigns through tools like MoEngage, Gupshup, Zapier, Salesforce Sales Cloud, and other internal CRM tools.

- Build trigger-based workflows using behavioral, transactional, and CRM signals for dynamic targeting and personalization.

- Standardize automation playbooks using best practices from industry leaders in mobile and lifecycle marketing.

3. Funnel Enhancements & Attribution - Improve top-to-bottom funnel metrics via journey optimization and multi-touch attribution models.

- Drive lead scoring, drop-off recovery, and personalized nudges through automation logic.

- Partner with inside sales and field teams to bridge campaign impact with real-world follow-through.

- Build data led insights to drive the automation strategy
4. Segmentation, Experimentation & Personalization - Drive micro-segmentation by channel preference, purchase frequency, RFM scores, and app/web behavior.

- Conduct rigorous A/B and multivariate testing on messages, subject lines, CTA timings, and channel routing.

- Deliver contextual personalization in journey flows, including multi-language content and regional triggers.
5. Cross-Functional Campaign Enablement - Collaborate with Product, Growth, Inside Sales, Performance Marketing, and Data teams to align lifecycle initiatives.

- Automate CRM workflows (Salesforce Sales Cloud) to reflect customer stage, recent actions, and next best actions.

- Work with regional and vertical sales teams to tailor lifecycle interventions by business (e.g., Construct, Retail, MFG).
Required Experience & Skills:
- 7-10 years of experience in marketing automation, lifecycle marketing, or mobile CRM roles.
- Demonstrated expertise in tools such as: MoEngage, Gupshup, Salesforce Sales Cloud, Zapier Mobile communication channels: WhatsApp Business API, RCS, Google Chat, FB Messenger, SMS, push o Email orchestration and cross-channel routing
- Proven experience designing and executing mobile-first automated funnels with attribution, personalization, and ROI tracking.

- Strong understanding of funnel metrics: activation, conversion, repeat rate, CAC, CLTV, and reactivation.
- Ability to work with data teams to set up event tracking, cohort analysis, and performance dashboards.