About the role
# BROAD TALENT SOURCING AND OUTREACH BRIEF
## CRM & Digital Marketing Executive | Kolkata | BonnTonn Gourmet
### 1. Objective
I am hiring for a CRM & Digital Marketing Executive position for a business based in Kolkata, West Bengal.
Search the available candidate database as broadly as possible to identify a large, diverse pool of potentially suitable candidates for recruitment outreach.
The objective is to discover as many relevant and potentially relevant professionals as possible, including candidates whose existing job titles differ from the target title but whose experience and skills are transferable.
Do not limit the search to candidates explicitly titled CRM Executive or CRM Specialist.
This is employer-side talent sourcing. Find candidates who may be suitable for this opening and prepare a broad candidate pool for email outreach, wherever contact details and outreach functionality are available.
**Do not optimise only for a tiny list of perfect matches. Prioritise broad coverage first, then rank candidates by relevance and eligibility.**
### 2. Role Overview
Target position: CRM & Digital Marketing Executive.
Location: Kolkata, West Bengal.
Target monthly salary budget: ₹25,000 to ₹30,000.
Relevant experience: Approximately 1 to 4 years.
Functional split:
- 80% CRM, customer relationship management, customer engagement, customer lifecycle, database management, retention, and campaigns.
- 20% digital marketing support, campaign coordination, and related activities.
The candidate does not need to possess every skill listed in this brief. Consider professionals with strong experience in any meaningful subset of CRM operations, customer engagement, retention, customer databases, CRM software, marketing automation, or digital campaigns.
### 3. Geographic Search
Search the entire relevant Kolkata employment market, including Kolkata and nearby metropolitan areas from which candidates can practically commute to the workplace.
Include:
- Candidates currently residing in Kolkata.
- Candidates employed in Kolkata and surrounding urban areas.
- Candidates based in nearby suburbs and metropolitan locations.
- Candidates working elsewhere in West Bengal who are willing to commute or relocate, where practical.
- Candidates from other Indian cities who have a demonstrated willingness to relocate to Kolkata.
Use current location, employment location, and relocation preferences where available.
Prioritise locally available candidates but do not unnecessarily discard relocation-ready candidates.
Do not return an unrestricted national candidate pool without checking whether candidates can work in Kolkata.
### 4. Broad Job Title Expansion
Search across the following job titles, their spelling variations, equivalent titles, previous designations, and related functions.
**A. Core CRM roles**
- CRM Executive
- CRM Associate
- CRM Specialist
- CRM Analyst
- CRM Operations Executive
- CRM Operations Associate
- CRM Coordinator
- CRM Administrator
- CRM Marketing Executive
- CRM Campaign Executive
- Customer Relationship Executive
- Customer Relationship Management Associate
- Customer Lifecycle Executive
- Customer Lifecycle Marketing Associate
**B. Customer retention and engagement**
- Customer Retention Executive
- Retention Marketing Executive
- Customer Engagement Executive
- Customer Experience Executive
- Customer Success Executive
- Customer Success Associate
- Customer Loyalty Executive
- Loyalty Programme Executive
- Customer Marketing Executive
- Customer Communications Executive
- Customer Lifecycle Associate
- Customer Activation Executive
- Customer Reactivation Executive
- Membership Programme Executive
- Loyalty and Rewards Executive
**C. Digital marketing professionals with relevant CRM exposure**
- Digital Marketing Executive
- Digital Marketing Associate
- Digital Marketing Coordinator
- Digital Marketing Specialist
- Digital Marketing & CRM Executive
- Marketing Executive
- Marketing Associate
- Marketing Coordinator
- Campaign Executive
- Campaign Management Executive
- Email Marketing Executive
- Email Marketing Specialist
- WhatsApp Marketing Executive
- SMS Marketing Executive
- Marketing Automation Executive
- Marketing Automation Associate
- Lifecycle Marketing Executive
- Growth Marketing Associate
- Performance Marketing Executive with CRM exposure
**D. Database, campaign, and marketing operations roles**
- Customer Database Executive
- Marketing Operations Executive
- Marketing Operations Associate
- Campaign Operations Executive
- Database Marketing Executive
- Customer Insights Associate
- Customer Data Executive
- Customer Analytics Associate
- Marketing Technology Associate
- Campaign Analyst
- Email Campaign Specialist
- Customer Segmentation Executive
- Loyalty Marketing Associate
**E. Related customer-facing and business operations roles**
- Customer Service Executive with CRM experience
- Customer Support Executive with customer database experience
- Client Relationship Executive
- Client Engagement Executive
- Client Success Associate
- Account Management Executive with CRM exposure
- Customer Operations Executive
- Customer Experience Associate
- E-commerce Executive with CRM or retention experience
- E-commerce Marketing Executive
- Community Management Executive with customer lifecycle experience
- Membership or Subscription Operations Executive
These related titles are discovery routes, not a requirement that every candidate be considered equally qualified. Evaluate their actual responsibilities to establish whether they could perform the target role.
### 5. Broad CRM Skills and Keyword Search
Search for candidates with any combination of relevant keywords. Do not require all terms to appear in the same profile.
Include keywords and variations such as:
CRM, customer relationship management, customer database, customer data management, database maintenance, customer engagement, customer lifecycle, customer retention, retention marketing, repeat purchase, repeat customers, customer loyalty, loyalty programmes, membership management, rewards programmes, customer segmentation, audience segmentation, customer journeys, customer communications, customer reactivation, win-back campaigns, customer satisfaction, customer feedback, customer experience, lifecycle campaigns, campaign execution, campaign management, marketing operations, customer outreach, automated campaigns, customer touchpoints, customer records, lead and contact management, marketing automation, campaign analytics, customer engagement metrics, database hygiene, and personalised communications.
Also include candidates who mention relevant activities in their job descriptions without explicitly using the term CRM.
Examples include managing an existing customer base, running repeat-purchase campaigns, maintaining a customer database, managing customer communication campaigns, or coordinating customer loyalty activities.
### 6. CRM Platforms and Software
Search candidates with experience in any CRM, marketing automation, customer engagement, campaign management, email marketing, or customer data platform.
Include, but do not limit the search to:
- Zoho CRM and other Zoho applications.
- Salesforce.
- HubSpot.
- Freshsales and Freshworks applications.
- Microsoft Dynamics 365.
- LeadSquared.
- MoEngage.
- WebEngage.
- CleverTap.
- Mailchimp.
- Brevo.
- Klaviyo.
- Interakt.
- WATI.
- AiSensy.
- Other WhatsApp Business and communication platforms.
- Other email marketing, SMS marketing, push notification, loyalty, and customer engagement tools.
- Proprietary in-house CRM platforms.
- Excel, Google Sheets, and customer database systems.
Include candidates with experience in comparable tools not listed here.
Do not require experience with a specific CRM brand. Transferable experience using any relevant CRM or customer engagement platform should be accepted.
Also consider candidates who used CRM systems as part of a broader digital marketing, customer service, retention, sales operations, or customer success role.
### 7. Digital Marketing and Campaign Skills
Include candidates with relevant experience in any of the following areas:
- Email campaigns.
- WhatsApp customer communications.
- SMS campaigns.
- Push notifications.
- Customer-specific promotional campaigns.
- Social media campaign coordination.
- Digital promotional calendars.
- Website and landing-page coordination.
- Content marketing coordination.
- Basic SEO.
- Paid advertising support.
- Audience segmentation.
- Lead nurturing.
- Campaign reporting.
- Customer conversion tracking.
- Campaign automation.
- Marketing performance reporting.
- Customer database-driven marketing.
- Customer feedback and review management.
- Promotional offers, coupons, and repeat-purchase campaigns.
Digital marketing expertise is a supporting requirement, so do not require advanced proficiency in every channel.
A candidate with strong CRM operations experience and basic digital marketing skills can be a good match. Similarly, a digital marketer who has meaningful hands-on experience with CRM software, customer databases, and customer engagement should be included.
### 8. Industry Expansion
Search across industries rather than limiting sourcing to hospitality.
**Highest industry preference:**
- Cafés and coffee shops.
- Restaurants and QSR chains.
- Hotels and hospitality groups.
- Bakery cafés and gourmet food businesses.
- Food and beverage brands.
- Dessert outlets and consumer food businesses.
**Also actively source from:**
- Retail.
- E-commerce.
- Direct-to-consumer brands.
- Fashion and lifestyle.
- Beauty and personal care.
- Consumer electronics.
- Travel and tourism.
- Airlines and travel services.
- Healthcare service organisations, where relevant.
- Education and EdTech.
- Fitness and wellness businesses.
- Entertainment and subscription businesses.
- Loyalty and rewards companies.
- Agencies managing CRM or digital marketing for clients.
- SaaS and technology companies.
- Telecom and consumer service businesses.
- Banking and financial service customer engagement teams, where relevant.
- Any other industry with meaningful customer retention, CRM operations, database management, or marketing automation experience.
Candidates from hospitality, cafés, restaurants, QSRs, hotels, and food and beverage brands should receive a ranking advantage because of their industry relevance.
However, hospitality experience must not be mandatory. A strong CRM professional from e-commerce, retail, D2C, or another customer-facing sector can be equally suitable if their practical capabilities match the position.
### 9. Salary and Experience Parameters
Target monthly compensation budget: ₹25,000 to ₹30,000.
Consider candidates who are currently earning below, within, or near the approved salary budget, provided their expected compensation is compatible with the offer.
Do not automatically reject candidates because their current salary is lower than the budget or because the profile does not disclose current compensation.
Where available, capture:
- Current compensation.
- Expected compensation.
- Whether the amount is monthly gross, monthly in-hand, or annual CTC.
- Whether the candidate is open to negotiation.
- Notice period and availability.
Candidates expecting more than ₹30,000 should be deprioritised unless they indicate a willingness to negotiate within the approved budget.
Target experience: approximately 1 to 4 years.
Use experience as a relevance indicator rather than an overly restrictive database filter. Prioritise candidates with at least 1 year of relevant experience, while retaining candidates with transferable experience whose profile warrants further screening. Do not exclude a potentially suitable candidate merely because the exact breakdown of CRM experience is not shown in the profile.
### 10. Broad Search Logic: Do Not Over-Filter
This section is critical.
Use an inclusive search strategy that expands the candidate pool through related titles, keywords, transferable skills, industries, and comparable software experience.
Apply the following principles:
1. Use OR-style discovery across relevant job titles and keywords rather than requiring every keyword to match.
2. Do not require a candidate to have the exact target job title.
3. Do not require every CRM software platform to appear in the candidate's profile.
4. Do not require both CRM and digital marketing experience to be described using those exact terms if equivalent practical responsibilities are evident.
5. Do not make hospitality experience mandatory.
6. Do not restrict sourcing to candidates whose entire role is CRM. Candidates with CRM responsibilities embedded in broader marketing, customer success, customer operations, or retention roles should also be considered.
7. Do not exclude profiles simply because salary, notice period, relocation willingness, or one or more skills are not documented.
8. Where the profile is incomplete but potentially relevant, include it for outreach or further screening and flag the missing information.
9. Include both active and passive candidates wherever the available database and platform functionality permit.
10. Remove duplicate candidate records where possible.
11. Distinguish clearly between candidates with confirmed CRM experience and those whose profile suggests potentially transferable experience.
12. Do not invent candidate qualifications, software expertise, salary details, or contact information.
Use the available database's broadest relevant search capabilities and expand the search in successive passes where possible.
### 11. Candidate Pool Segmentation
Organise the broad pool into the following segments for easier review and outreach.
**Segment A: Direct CRM matches**
Candidates with CRM-focused job titles or clear hands-on CRM software, campaign, database, and customer engagement experience.
**Segment B: CRM and digital marketing combinations**
Candidates with a mix of CRM operations, email or WhatsApp marketing, campaign execution, and digital marketing coordination.
**Segment C: Retention, loyalty, and lifecycle professionals**
Candidates with customer retention, loyalty programmes, customer lifecycle, repeat-purchase campaigns, database-driven marketing, or customer reactivation experience.
**Segment D: Hospitality and food and beverage candidates**
CRM, marketing, customer engagement, customer loyalty, or customer database professionals with café, restaurant, QSR, hotel, bakery, or F&B experience.
**Segment E: Adjacent customer and marketing operations**
Candidates from customer success, customer experience, customer operations, email marketing, marketing automation, client relationship management, and related fields where CRM responsibilities may be transferable.
**Segment F: Potential matches requiring verification**
Candidates whose job titles, industries, or profile descriptions suggest relevant skills, but whose actual CRM ownership, salary expectations, or location suitability need confirmation.
Do not discard Segment F automatically. Retain viable candidates for further evaluation or outreach, clearly marking the areas that need verification.
### 12. Outreach Pool and Candidate Information
The objective is to build a broad, deduplicated outreach pool, not just a final shortlist of a few ideal candidates.
For every identifiable candidate, capture available information such as:
- Candidate name.
- Current job title.
- Current or most recent employer.
- Current location.
- Years of professional experience.
- Evidence of CRM, customer engagement, retention, marketing, or database responsibilities.
- Relevant CRM software or campaign tools.
- Industry background.
- Current and expected salary, if available.
- Contact details available through the authorised database.
- Notice period, if available.
- Reason for inclusion in the sourcing pool.
- Missing information requiring screening.
- Match category: direct match, adjacent match, or potential match.
Rank profiles by relevance, but preserve qualified adjacent profiles instead of showing only the top few direct matches.
Where Weekday supports candidate outreach, prepare the identified candidates for recruitment email outreach. Use only available, authorised contact information and the platform's permitted outreach functionality.
Do not assume that an email has been sent unless the platform confirms it. Avoid duplicate outreach to the same candidate.
### 13. Final Instructions
Search as broadly as the database permits across relevant job titles, synonyms, industries, CRM applications, campaign skills, customer retention functions, and adjacent professional backgrounds.
The core requirement remains CRM-first, but the search must be sufficiently broad to discover candidates who do not use the exact words CRM Executive or Digital Marketing Executive in their profiles.
Prioritise Kolkata work eligibility and compatibility with the ₹25,000 to ₹30,000 salary budget. Use hospitality experience as a valuable preference rather than a compulsory requirement.
Return the broadest defensible pool of relevant and potentially relevant candidates, segmented by match quality, for subsequent screening and recruitment outreach.
**The ultimate objective is to maximise relevant candidate discovery and outreach coverage without sacrificing transparency about location, compensation, experience, or CRM skill gaps.**
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