AVP - Marketing Automation

About the Role

We are looking for an experienced and highly driven Assistant Vice President (AVP) – Marketing Automation to take end-to-end ownership of our Marketing Automation business.

The role will be responsible for driving the product strategy, business growth, operational execution, and cross-functional coordination for our Marketing Automation portfolio, which includes Influencer Marketing, Meta Ads, and WhatsApp-based Marketing, Utility and Loyalty communication solutions.

The AVP will work closely with Sales, Operations, Product, Technology, Influencers, Merchants, and external partners to ensure that campaigns are effectively sold, launched, executed, monitored, and scaled.

The AVP will report directly to the Vice President – Marketing Automation and will be expected to operate as the business owner for the portfolio, with strong accountability for revenue, adoption, customer experience, operational efficiency, and product evolution.

Key Responsibilities

1. Business & Product Ownership

• Own the overall Marketing Automation product portfolio and drive its growth and profitability.
• Develop and execute the product and business strategy in alignment with the organizations overall objectives.
• Identify new opportunities to increase merchant adoption, revenue, engagement, and retention.
• Define product roadmap and prioritize initiatives based on merchant needs, business impact, competitive landscape, and operational feasibility.
• Work closely with Technology and Product teams to translate business requirements into scalable product solutions.
• Track key business and product metrics and take corrective actions to improve performance.
• Continuously evaluate market trends, competitor offerings, emerging marketing technologies, and AI-led opportunities.

2. Influencer Marketing

Own the end-to-end Influencer Marketing business and ensure seamless execution across multiple stakeholders.

Key responsibilities include:

• Drive adoption of influencer campaigns among merchants through close coordination with the Sales team.
• Manage the overall operating model involving Merchants, Influencers, Operations, Sales, and Product/Technology teams.
• Establish processes for influencer identification, campaign planning, briefing, execution, tracking, and reporting.
• Ensure campaigns are delivered within agreed timelines and quality standards.
• Monitor campaign performance and develop mechanisms to improve ROI and merchant satisfaction.
• Build scalable processes and technology capabilities to increase the number of campaigns that can be executed efficiently.
• Identify opportunities to automate manual operational processes.

3. Meta Ads Business

Own the execution and scaling of Meta advertising campaigns for merchants.

• Work with Sales to drive merchant acquisition and adoption of Meta Ads solutions.
• Partner with Operations to ensure campaigns are set up, launched, monitored, and optimized effectively.
• Establish campaign execution standards, SLAs, quality benchmarks, and performance reporting.
• Monitor campaign-level and portfolio-level performance.
• Identify opportunities to improve campaign ROI and merchant outcomes.
• Build scalable processes to support increasing campaign volumes.
• Work with Product and Technology teams to automate campaign setup, monitoring, reporting, and optimization wherever possible.
• Develop dashboards and metrics to provide visibility into campaign performance and business health.

4. WhatsApp Marketing Automation

Own the WhatsApp communication platform and its use cases across Marketing, Utility, and Loyalty communications.

• Define and continuously evolve the WhatsApp product strategy and roadmap.
• Drive adoption of WhatsApp solutions across the merchant base in partnership with Sales.
• Identify new use cases for merchant communication, customer engagement, loyalty, promotions, and retention.
• Work with Technology teams on API integrations, platform capabilities, templates, analytics, automation, and scalability.
• Ensure compliance with relevant WhatsApp/Meta policies and applicable regulatory requirements.
• Monitor message volumes, delivery rates, engagement, costs, and other key product metrics.
• Improve the overall merchant experience from onboarding to campaign creation, execution, monitoring, and reporting.
• Identify opportunities to build differentiated capabilities using automation and AI.

5. Operations Leadership

The AVP will have significant responsibility for ensuring that the Marketing Automation business operates efficiently at scale.

• Lead and manage the Marketing Automation Operations function.
• Define clear processes, SOPs, SLAs, escalation mechanisms, and quality standards.
• Build operational dashboards and monitor execution efficiency.
• Improve productivity and reduce manual intervention through process redesign and automation.
• Ensure timely resolution of merchant and campaign-related issues.
• Identify operational bottlenecks and work with Product/Technology teams to eliminate them.
• Build a scalable operating model capable of handling significant growth in campaign volumes.

6. Sales Collaboration

Partner closely with the Sales organization to make Marketing Automation a strong revenue and merchant engagement proposition.

• Work with Sales leadership to define acquisition and adoption strategies.
• Develop sales enablement material, product propositions, pricing models, and pitch narratives.
• Train and enable Sales teams on Marketing Automation products and use cases.
• Support Sales teams in large or strategic merchant opportunities.
• Understand merchant requirements and convert them into product and service improvements.
• Establish a strong feedback loop between Sales, Merchants, Operations, and Product.
• Track funnel metrics from lead → proposal → activation → campaign execution → repeat usage.

7. Team & Stakeholder Management

• Build and lead a high-performing team across Product and Operations.
• Set clear objectives, KPIs, and accountability for team members.
• Develop strong cross-functional relationships with Sales, Technology, Finance, Legal, Compliance, and other stakeholders.
• Act as the primary escalation point for critical merchant, operational, and product issues.
• Establish a culture of ownership, data-driven decision-making, customer obsession, and continuous improvement.