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The Role
Execute multi-channel lifecycle campaigns across email, SMS, WhatsApp, push, and in-app channels using Salesforce Marketing Cloud. Build journeys, segment audiences in Salesforce Data Cloud, resolve identities, validate integrations, maintain data quality and consent compliance, conduct testing, analyze performance, and optimize customer communications across fintech onboarding, KYC, activation, lending, repayment, cross-sell, and retention journeys.
Summary Generated by Built In
We are seeking a skilled Salesforce Marketing Cloud (SFMC) & Data Cloud Specialist to drive multi-channel customer engagement, lifecycle automation, and data-driven personalization across our FinTech products.
This role requires hands-on expertise in SFMC Journeys, Automations, Email Studio, Mobile Studio, and practical experience working with Salesforce Data Cloud for segmentation, identity resolution, and unified customer insights. You will collaborate closely with Product, Lending, Risk, Analytics, and Growth teams to deliver compliant, timely, and high-impact customer communication throughout the lifecycle.
What we expect you to do:
1. Campaign Planning & Execution
- Execute multi-channel marketing campaigns across Email, SMS, WhatsApp, Push, and In-App channels using Salesforce Marketing Cloud.
- Build and optimize lifecycle automation journeys covering onboarding, KYC, activation, usage, cross-sell, repayments, and retention.
- Implement personalization using customer attributes, trigger events, and Data Cloud audience segments.
2. Data Cloud Segmentation & Insights
- Create, enrich, and activate audience segments within Salesforce Data Cloud.
- Perform identity resolution, deduplication, and customer profile unification.
- Sync Data Cloud segments into SFMC for journey activation and targeted communication.
3. Data Quality, Integrations & Compliance
- Validate integrations between SFMC and Data Cloud to ensure data flow accuracy.
- Maintain data hygiene and ensure adherence to compliance frameworks such as DPDPA, TRAI, and consent management rules.
- Partner with Technology and Data teams to resolve data inconsistencies and integration issues.
4. Automation, Testing & Optimization
- Build and manage automation workflows via Journey Builder and Automation Studio.
- Conduct end-to-end QA, rendering tests, and journey validations.
- Execute A/B and multivariate tests to improve performance and engagement.
5. Reporting & Analytics
- Deliver regular campaign and lifecycle performance reports.
- Analyze customer behavior and engagement trends using SFMC and Data Cloud insights.
- Recommend optimizations across lifecycle touchpoints to improve conversion and retention.
6. Cross-Functional Collaboration
- Work closely with Product, Growth, Risk, Data, and Compliance teams to align communication with FinTech journeys such as KYC, credit assessment, disbursement, and repayment cycles.
- Coordinate with external messaging vendors for campaign execution and deliverability improvements.
Requirements
- 3–4 years of hands-on experience with Salesforce Marketing Cloud.
- Working knowledge of Salesforce Data Cloud (segmentation, identity resolution, enrichment).
- Experience executing lifecycle campaigns within FinTech/BFSI environments.
- Strong SQL skills for segmentation and data validation.
- Understanding of regulatory compliance frameworks (DPDPA, TRAI, consent management).
- Strong analytical skills and effective communication abilities.
Preferred Qualifications
- Salesforce certifications such as Email Specialist, SFMC Admin, or Data Cloud Consultant.
- Experience in FinTech or financial services CRM environments.
Benefits
Why work with TekFriday
- Accelerated Learning Curve
- Greater Ownership & Accountability
- Direct Impact on the Business
- Faster Career Growth
- High Collaboration & Transparency
- Faster Recognition & Appreciation
Skills Required
- 3–4 years of hands-on experience with Salesforce Marketing Cloud
- Working knowledge of Salesforce Data Cloud, including segmentation, identity resolution, and enrichment
- Experience executing lifecycle campaigns in FinTech or BFSI environments
- Strong SQL skills for segmentation and data validation
- Understanding of DPDPA, TRAI, and consent management compliance frameworks
- Strong analytical skills
- Effective communication abilities
- Salesforce certifications such as Email Specialist, SFMC Admin, or Data Cloud Consultant
- Experience in FinTech or financial services CRM environments
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The Company
What We Do
TekFriday is a nascent technology solution company founded last year by individuals who have a collated total of 50 years' experience delivering quality products and services in the Alternative Financial Services domain The company, having footprints in both Miami, FL and Hyderabad, India is founded by professionals in the Short-Terms loan industry. TekFriday is, a dynamic and young company, on an aggressive growth path to expand from its core team of 200+ people having a diverse skills, backgrounds but united in its goal to put a mark on the Alternative Financial Services domain and be the best. TekFriday is building solutions which are geared towards being industry leaders and pioneering ground-breaking solutions to the Short-Term Loan Industry in North America
