Job Title: Senior Manager – CRM & MarTech (CDP + Microsoft Dynamics Journeys)

Department: Marketing

Role Purpose

Lead the hospital’s CRM and MarTech stack to orchestrate patient journeys across channels (Email/SMS/WhatsApp/App), powered by a Customer Data Platform (CDP) and Microsoft Dynamics 365. Own segmentation, personalization, and automation that improve patient acquisition, retention, reactivation, cross-specialty referrals, and overall lifetime value (LTV) while maintaining DPDP Act compliance, TRAI/DLT messaging standards, and alignment with ABDM/NDHM data principles.

Role Responsibilities

1) CDP & Data Architecture

• Design CDP schema mapping (Patient, Appointment, Encounter, Service, Channel Interaction), identity resolution rules, merge logic, golden record strategy.
• Build ingestion pipelines from HIS/EMR (HL7/FHIR), web/app, call center, and campaign platforms using Azure Data Factory/Synapse, Dataverse connectors.
• Implement consent states (opt-in/opt-out), purpose-of-use tags, and retention policies aligned with DPDP Act 2023.
• Establish data quality SLAs: completeness, timeliness, deduplication rate, key value accuracy (e.g., mobile/email validation).

2) Journey Design & Orchestration (Dynamics)

• Architect multi-stage journeys for Acquisition, Onboarding/First Appointment, Recall (diagnostics/follow-ups), Reactivation, Referral/Cross-specialty, Post-discharge NPS/CX.
• Configure triggers: appointment booked, diagnostics prescribed, lapsed patient (e.g., >180 days), high-value specialty interest, abandoned booking.
• Build segmentation logic (RFM, propensity, specialty interest clusters) using Customer Insights – Data and push to Journeys.
• Implement personalization (dynamic fields, conditionals based on specialty, doctor, location, insurance/TPA coverage).
• Set frequency caps, quiet hours, channel prioritization rules, and conflict resolution to prevent over-messaging.

3) Messaging Channels & Experience

• Set up and govern SMS (TRAI/DLT header & template compliance), WhatsApp BSP (templates, opt-ins, quick replies), Email deliverability (SPF/DKIM/DMARC), and App push.
• Design landing pages/forms (lead capture, consent capture, appointment intent) with UTM hygiene and anti-bot measures.
• Coordinate multilingual templates (EN + local languages), healthcare tone guidelines, accessibility (readability, alt text).

4) Analytics, Experimentation & ROI

• Implement A/B and multivariate tests for subject lines, templates, timing, channel mix; maintain experiment registry and guardrails.
• Define and track journey KPIs: CTR, CVR, appointment conversion, reactivation %, unsubscribe %, speed-to-lead, No-show delta, Incremental LTV.
• Build Power BI dashboards (Journey Funnel, Channel ROI, Cohort Retention, Specialty-level growth), connect to Dataverse/CDP + GA4.
• Present monthly Journey Release Notes and Quarterly ROI reviews to CMO and leadership.

5) Governance, Security & Compliance

• Operationalize DPDP Act principles (notice, consent, purpose limitation, data minimization); maintain auditable consent logs.
• Enforce TRAI/DLT compliance for SMS headers and template approvals; manage WhatsApp opt-in artifacts.
• Align with ABDM/NDHM interoperability concepts (HL7 FHIR where applicable) for integrations.
• Coordinate with INFOSEC on role-based access (RBAC), encryption at rest/in transit, incident response playbooks.

6) Cross-Functional Collaboration & Vendor Management

• Work with IT for integration/interface reliability, Call Center for SLA (FRT), Digital for web/app tracking, Clinical Ops for recall logic, Compliance/Legal for privacy reviews.
• Manage BSPs, SMS aggregators, marketing agencies; run competitive RFPs and negotiate performance SLAs.

Technical Skills

• Microsoft Dynamics 365 (Sales/Customer Service), Dataverse, Customer Insights – Data & Journeys (formerly Marketing).
• CDP architecture, identity resolution, profile unification, segment publishing.
• Azure stack: Data Factory, Synapse/SQL, Power Automate/Logic Apps, Azure AD (RBAC).
• Messaging tech: WhatsApp BSPs (e.g., Infobip/Gupshup), SMS with TRAI/DLT, Email deliverability setup.
• Data & Analytics: GA4, Power BI, strong SQL; Excel for ops; experimentation design (A/B).
• Interoperability: HL7/FHIR basics for HIS/EMR data, API integrations.

Domain/Behavioral Skills

• Deep understanding of Indian hospital workflows (OPD/IPD, diagnostics, referrals, no-show drivers, discharge journey).
• Privacy-by-design mindset; stakeholder management with clinical, operations, IT, and vendors.
• Outcome orientation; strong documentation (SOPs, BRDs, tech specs, playbooks).

Qualifications & Experience

• Bachelor’s in Engineering/IT/CS or related; MBA/PGDM preferred.
• 8–12 years total with 5+ years in CRM/MarTech; 3+ years hands-on with Dynamics + CDP.
• Prior healthcare experience strongly preferred; multi-location/multi-speciality experience is a plus.