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Paytm is India's leading mobile payments and financial services platform. This role owns the end-to-end growth strategy for merchant lending—converting the merchant base into active borrowers through multi-channel campaigns.
You will design, launch, and optimize campaigns across push notifications, SMS, WhatsApp, email, in-app banners, IVR, and field sales to drive loan eligibility checks, applications, disbursals, and repeat borrowing among small merchants (kirana stores, retailers, restaurants, service providers) on the Paytm platform.
Key responsibilities:
• Own the campaign calendar: new-to-credit acquisition, pre-approved offer activation, top-ups, renewals, and win-back of dormant borrowers
• Plan and execute campaigns across all channels (push, SMS, WhatsApp, email, in-app, IVR, field sales)
• Build merchant segments using transaction volumes, tenure, category, geography, and eligibility; tailor offers and messaging accordingly
• Design and run A/B tests on creatives, copy, offer framing, timing, and channel mix; scale winners and kill underperformers
• Track full funnel metrics (reach, click, eligibility check, application, KYC, sanction, disbursal) and identify/fix drop-offs with Product and Ops teams
• Manage campaign budgets and incentives (cashback, fee waivers, interest-rate offers) against CAC and ROI targets
• Coordinate with lending partners on offer constructs, approved bases, and co-branded communication
• Ensure all communications comply with RBI Digital Lending Guidelines, fair-practice codes, and partner brand rules (KFS, APR disclosure, no misleading claims)
• Execute festive and seasonal campaigns (Diwali, wedding season, quarter-ends) when merchant working-capital needs peak
• Report weekly on campaign performance and share learnings with leadership
You will own key metrics: disbursal volume and count, funnel conversion rates (offer view → application → disbursal), cost per disbursal, campaign ROI, and repeat/renewal borrowing rate.
You will work closely with Product, Risk, Credit, Analytics, and Sales teams to grow disbursals while maintaining disciplined acquisition costs.
Requirements:
• 4–7 years of experience in growth, lifecycle marketing, or related field
• Hands-on experience running CRM campaigns using tools such as CleverTap, MoEngage, WebEngage, Braze, or Netcore
• Comfort with data: ability to write basic SQL or work fluently with dashboards and Excel to analyze campaign results
• Strong grasp of experimentation methodology: control groups, sample sizes, incrementality testing
• Ability to manage multiple stakeholders and move fast in a high-ownership environment
