CRM Executive
3G HR Services
Hyderabad · Full Time · 2-5 yrs · ₹4.0L - ₹6.0L/yr
JD: 0902004
CRM Operations & Marketing Automation Executive
Position Overview
We are looking for a hands-on CRM Operations & Marketing Automation Executive to manage our lead-management ecosystem from enquiry through follow-up and conversion.
The role sits at the intersection of CRM Operations, Marketing Automation, Lead Management and Lifecycle Marketing.
The candidate will be responsible for ensuring that every lead is correctly captured, assigned, followed up and tracked through the CRM, while also managing automated communication through WhatsApp, Email and SMS.
This is not a conventional digital marketing role. We are looking for someone who has practical experience operating CRM and marketing automation platforms and can manage workflows, campaigns, lead routing and reporting independently.
Key Responsibilities
1. CRM Operations & Management
- Manage day-to-day CRM operations and CRM data quality.
- Maintain leads, contacts, stages, tags, sources and campaign information.
- Ensure accurate and timely updating of lead status and disposition.
- Identify and resolve duplicate, incomplete or incorrectly entered records.
- Maintain CRM hygiene and ensure teams follow defined CRM processes.
- Configure or coordinate CRM fields, workflows, user access and operational requirements.
- Monitor CRM issues and coordinate with IT/CRM vendors for resolution.
2. Lead Assignment & Lead Management
- Manage automated and manual lead assignment.
- Configure lead-routing rules based on factors such as:
- Location
- Service/product
- Campaign/source
- Language
- Priority
- Team/user availability
- Monitor unassigned, unattended and overdue leads.
- Ensure leads are assigned to the appropriate person within the defined SLA.
- Track the complete lead journey from enquiry → assignment → contact → follow-up → consultation/appointment → conversion.
- Escalate leads where required follow-up has not happened within the defined timeframe.
3. WhatsApp Automation
- Manage WhatsApp-based automated communication with leads/customers.
- Create and maintain automated WhatsApp workflows.
- Manage approved WhatsApp message templates.
- Set up automated messages for:
- New enquiries
- Lead acknowledgement
- Appointment/consultation confirmations
- Reminders
- Follow-ups
- Missed follow-ups
- Reactivation/nurturing
- Monitor delivery, response and engagement.
- Identify failed or delayed messages and coordinate troubleshooting.
- Understand basic WhatsApp API/integration concepts.
4. Email & SMS Automation
- Create and execute email and SMS campaigns.
- Build audience segments from CRM data.
- Set up automated communication sequences based on lead status and customer behaviour.
- Schedule campaigns and automated journeys.
- Monitor delivery, open, click, response and conversion metrics.
- Maintain campaign records and performance reports.
- Conduct basic A/B testing where appropriate.
5. Follow-up & Lead Nurturing Automation
- Build and manage automated follow-up journeys.
- Ensure leads receive the appropriate communication based on their stage and behaviour.
- Create different workflows for:
- New leads
- Hot leads
- Warm leads
- Unresponsive leads
- Inactive leads
- Appointment pending
- Appointment missed
- Existing customers
- Identify gaps where leads are falling out of the follow-up process.
- Continuously improve automation timing, workflow logic and communication sequences.
6. Dashboards & Reporting
Maintain accurate daily/weekly/monthly CRM and marketing dashboards covering:
- Total enquiries
- Lead sources
- Campaign performance
- Lead assignment
- Contact rate
- Follow-up status
- Pending/unattended leads
- Appointment/consultation bookings
- Conversion rates
- WhatsApp performance
- Email performance
- SMS performance
- Lead-to-conversion funnel
The candidate should be able to identify operational bottlenecks and provide actionable insights to the management and marketing teams.
Required Experience & Skills
Mandatory
- 2–4 years of hands-on experience in CRM Operations, Marketing Automation, CRM Marketing, MarTech, Sales Operations or a similar role.
- Hands-on experience with at least one major CRM platform.
- Experience with WhatsApp automation/API-based communication.
- Experience managing Email and/or SMS campaigns.
- Experience with lead routing and assignment.
- Experience creating or managing automated workflows and follow-up journeys.
- Experience with CRM dashboards and reporting.
- Good Excel/Google Sheets skills.
- Strong attention to detail and data accuracy.
- Ability to troubleshoot CRM/automation issues.
- Good communication and coordination skills.
Preferred Platforms
Experience with any of the following platforms will be an advantage:
CRM:
LeadSquared, HubSpot, Salesforce, Zoho CRM, Freshsales/Freshworks or similar.
Marketing Automation / Engagement:
CleverTap, MoEngage, WebEngage or similar.
WhatsApp:
WATI, Interakt, Gupshup, Twilio, Meta WhatsApp Business Platform or similar.
Position Overview
We are looking for a hands-on CRM Operations & Marketing Automation Executive to manage our lead-management ecosystem from enquiry through follow-up and conversion.
The role sits at the intersection of CRM Operations, Marketing Automation, Lead Management and Lifecycle Marketing.
The candidate will be responsible for ensuring that every lead is correctly captured, assigned, followed up and tracked through the CRM, while also managing automated communication through WhatsApp, Email and SMS.
This is not a conventional digital marketing role. We are looking for someone who has practical experience operating CRM and marketing automation platforms and can manage workflows, campaigns, lead routing and reporting independently.
Key Responsibilities
1. CRM Operations & Management
- Manage day-to-day CRM operations and CRM data quality.
- Maintain leads, contacts, stages, tags, sources and campaign information.
- Ensure accurate and timely updating of lead status and disposition.
- Identify and resolve duplicate, incomplete or incorrectly entered records.
- Maintain CRM hygiene and ensure teams follow defined CRM processes.
- Configure or coordinate CRM fields, workflows, user access and operational requirements.
- Monitor CRM issues and coordinate with IT/CRM vendors for resolution.
2. Lead Assignment & Lead Management
- Manage automated and manual lead assignment.
- Configure lead-routing rules based on factors such as:
- Location
- Service/product
- Campaign/source
- Language
- Priority
- Team/user availability
- Monitor unassigned, unattended and overdue leads.
- Ensure leads are assigned to the appropriate person within the defined SLA.
- Track the complete lead journey from enquiry → assignment → contact → follow-up → consultation/appointment → conversion.
- Escalate leads where required follow-up has not happened within the defined timeframe.
3. WhatsApp Automation
- Manage WhatsApp-based automated communication with leads/customers.
- Create and maintain automated WhatsApp workflows.
- Manage approved WhatsApp message templates.
- Set up automated messages for:
- New enquiries
- Lead acknowledgement
- Appointment/consultation confirmations
- Reminders
- Follow-ups
- Missed follow-ups
- Reactivation/nurturing
- Monitor delivery, response and engagement.
- Identify failed or delayed messages and coordinate troubleshooting.
- Understand basic WhatsApp API/integration concepts.
4. Email & SMS Automation
- Create and execute email and SMS campaigns.
- Build audience segments from CRM data.
- Set up automated communication sequences based on lead status and customer behaviour.
- Schedule campaigns and automated journeys.
- Monitor delivery, open, click, response and conversion metrics.
- Maintain campaign records and performance reports.
- Conduct basic A/B testing where appropriate.
5. Follow-up & Lead Nurturing Automation
- Build and manage automated follow-up journeys.
- Ensure leads receive the appropriate communication based on their stage and behaviour.
- Create different workflows for:
- New leads
- Hot leads
- Warm leads
- Unresponsive leads
- Inactive leads
- Appointment pending
- Appointment missed
- Existing customers
- Identify gaps where leads are falling out of the follow-up process.
- Continuously improve automation timing, workflow logic and communication sequences.
6. Dashboards & Reporting
Maintain accurate daily/weekly/monthly CRM and marketing dashboards covering:
- Total enquiries
- Lead sources
- Campaign performance
- Lead assignment
- Contact rate
- Follow-up status
- Pending/unattended leads
- Appointment/consultation bookings
- Conversion rates
- WhatsApp performance
- Email performance
- SMS performance
- Lead-to-conversion funnel
The candidate should be able to identify operational bottlenecks and provide actionable insights to the management and marketing teams.
Required Experience & Skills
Mandatory
- 2–4 years of hands-on experience in CRM Operations, Marketing Automation, CRM Marketing, MarTech, Sales Operations or a similar role.
- Hands-on experience with at least one major CRM platform.
- Experience with WhatsApp automation/API-based communication.
- Experience managing Email and/or SMS campaigns.
- Experience with lead routing and assignment.
- Experience creating or managing automated workflows and follow-up journeys.
- Experience with CRM dashboards and reporting.
- Good Excel/Google Sheets skills.
- Strong attention to detail and data accuracy.
- Ability to troubleshoot CRM/automation issues.
- Good communication and coordination skills.
Preferred Platforms
Experience with any of the following platforms will be an advantage:
CRM:
LeadSquared, HubSpot, Salesforce, Zoho CRM, Freshsales/Freshworks or similar.
Marketing Automation / Engagement:
CleverTap, MoEngage, WebEngage or similar.
WhatsApp:
WATI, Interakt, Gupshup, Twilio, Meta WhatsApp Business Platform or similar.