About This Role
Managing the organization's CRM strategy, systems, and data for postgraduate programs is the core of this role. You will oversee lead pipelines and data hygiene, design workflows and automation to track prospects from acquisition through conversion, and bridge sales, marketing, and admissions teams. The role suits a professional who can translate business needs into CRM configurations, analyze funnel performance, and strategize process improvements to boost conversion rates and pipeline efficiency.
Responsibilities
- Execute node logic, journey structure, and stage gates for the cohort
- Own the live journey map end to end from enquiry through application, offer, and enrolment, including entry criteria, wait logic, exit conditions, and stage-gate triggers
- Escalate framework gaps to the Category Head and suggest and implement improvements to the proposed spine through evidence before build
- Maintain a single source of truth for journey documentation so any team member can trace what fires, when, and why
- Run A/B tests and messaging experiments against a prioritized backlog with clear hypotheses and sample thresholds, feeding validated wins
- Build and maintain audience segments across MoEngage and the wider stack; ensure correct trigger wiring, suppression logic, and event mapping
- Own data hygiene for the cohort: duplicate handling, field integrity, consent capture, opt-out honoring, and list health
- Partner with Admissions on lead-source tagging and lifecycle stage definitions so reporting reconciles across systems
- Guard deliverability: sender reputation, domain warm-up, bounce management, and channel-level frequency caps
- Own communication channels and strategize for PG audiences with differentiated motivation, decision cycle, and channel preferences
- Balance channel mix and contact frequency against fatigue and opt-outs; arbitrate cross-squad clashes over shared audiences
- Collaborate across teams to prioritize cohort requests within capacity, and coordinate on journey handoffs (webinars, post-event nurture, community onboarding)
- Own build quality, QA, and rigor; operate the RACI with clear Accountable/Consulted lines and clean escalation
- Monitor funnel movement at each stage, surface drop-offs early, and diagnose whether the cause is content, timing, targeting, or data
- Report cohort KPIs against framework targets on a fixed cadence to the Category Head
- Own the cohort dashboard by defining what is measured, calculated, and what "good" looks like
- Bring a point of view to reviews, not just numbers: what changed, why, and what you're doing about it
Requirements
- Bachelor's degree in Marketing, Business, Communications, or a related field
- 5–8 years in CRM, lifecycle, or growth marketing, ideally in a high-growth / digital-first business
- Hands-on expertise running campaigns across Email, WhatsApp, SMS, Push, and Chatbot platforms (MoEngage, CleverTap, LeadSquared, Gupshup, Intercom, or equivalent)
- Experience with CRM experimentation and campaign optimization via A/B testing and analytics tools with a strong grasp of segmentation, journeys, retention metrics, cohorts, attribution, and statistical significance
- Equally credible designing a journey and debugging a failed trigger: strategic thinking, stakeholder management, and hands-on execution, backed by strong project management across competing priorities and multiple squads
- Working knowledge of consent, data-protection, and communication-compliance norms for outbound channels
About the Company
Masters' Union aims to redefine business education by having aspiring business leaders learn directly from industry experts. Its flagship PGP in Technology and Business Management has achieved remarkable success, surpassing the placement records of esteemed institutions like IIM Ahmedabad and ISB, and is now ranked among the top 2 B-schools in the country based on placement records. Tetr, an initiative of Masters' Union, offers a business program that spans 7 different countries, with each semester bringing a new destination and experience, allowing students to build businesses and make a tangible impact globally.
