The Role
Own customer acquisition, activation, and repeat usage for Paytm’s Lending EMI business. Develop GTM strategies, segment customers, run multichannel campaigns, optimize eligibility and onboarding funnels, and track cohort conversion metrics. Partner with Product, Risk, Analytics, Marketing, and Brand teams to align growth with underwriting and portfolio-quality constraints. Manage catalog-led discovery initiatives, addressable-base models, campaign ROI, activation costs, and the growth P&L while reporting results to leadership.
Summary Generated by Built In
About Paytm
Paytm is India's leading mobile payments and financial services distribution company. A pioneer in the mobile QR payments revolution, Paytm builds innovative technology solutions that empower merchants and consumers alike. Our mission is to bring half a billion Indians into the mainstream economy through payments, commerce, banking, investments, and financial services.
About the Role
We are looking for an experienced Growth professional (DGM/GM) to own customer acquisition, activation and usage for our Lending EMI business. The incumbent will drive the strategy and execution behind how customers discover, check their eligibility for, and activate Paytm EMI — spanning proactive outreach to pre-scored segments, always-on in-app/in-store eligibility checks, and in-the-moment discovery at the point of purchase.
The role requires close partnership with Business Product, App Product, Risk, Risk Analytics, Brand Alliance, and Marketing teams to convert Paytm's existing user base — including Postpaid and other lending cohorts, and customers who already use Paytm's free credit report — into active, repeat EMI users, while keeping growth targets aligned with underwriting and portfolio quality constraints.
About the Team
The Growth team for Lending EMI owns the full top-of-funnel, activation charter and usage matrices: sizing and prioritizing the addressable base, running outbound and in-product campaigns, and measuring and improving conversion across every discovery channel — proactive whitelist outreach, standalone self- check, contextual at-purchase discovery, and merchant-assisted discovery.
Key Responsibilities
● Own the GTM strategy and sequencing across customer segments (existing loan products/lending cohorts, the CIR base, internal usage patterns, new-to-credit customers) and merchant/category segments.
● Drive the proactive outreach ("Signup") program end to end: whitelist targeting, campaign design across push/SMS/email/in-app, frequency and consent management, and conversion tracking.
● Own adoption of the standalone "check your eligibility" surface, both in the Paytm app and at merchant counters.
● Partner with Business Product on funnel design across all discovery triggers and own funnel conversion metrics end to end — discovery, eligibility check, onboarding, first spend, repeat usage.
● Define and track cohort-level activation, first-transaction, and repeat-usage metrics; identify drop- off points and drive fixes jointly with Product and Engineering.
● Partner with Risk and Risk Analytics to align growth targets and campaign targeting with underwriting cutoffs and portfolio-quality expectations.
● Own catalog-led / discovery-marketing initiatives that surface eligible products, retailers, and brand offers to customers ahead of a purchase decision.
● Build and maintain the addressable-base sizing model in partnership with Analytics — ticket-size affordability, category fit, and segment prioritization.
● Represent Growth in cross-functional forums with Product, Risk, Brand Alliance, and Finance to align acquisition plans with pricing, subvention, and credit-cost realities.
● Own the growth P&L view — cost per activation, channel efficiency, and campaign ROI — and report on it regularly to leadership.
Preferred Qualifications
● Bachelors degree in Business, Engineering, Economics, or a related field. MBA is preferred.
● 5–10 years of experience in Growth, Marketing, or Business roles within lending, BNPL, fintech, or consumer internet.
● Proven experience running large-scale, data-led acquisition and activation campaigns, both outbound and in-product.
● Proven experience running data segmentation, reportings, analysis, query management, usage basis AI etc.
● Experience working with credit/lending products and a working understanding of underwriting- linked growth constraints.
● Exposure to funnel analytics, cohort analysis, and marketing-technology / CRM platforms.
Required Skills
● Growth Strategy & GTM Planning
● Funnel & Cohort Analytics
● Campaign Management (Push/SMS/Email/In-app)
● Segmentation & Targeting
● Cross-functional Collaboration (Product, Risk, Marketing, Brand)
● Consumer Lending / BNPL Domain Knowledge
● A/B Testing & Experimentation
● Stakeholder Management
● Data-driven Decision Making
● P&L / Unit Economics Orientation
● Excellent Communication and Presentation Skills
● Leadership and Influencing Skills
● Proficiency in Excel/SQL/BI tools and PowerPoint.
Why join us:
Work with a high-performing and passionate product, design, and engineering team.
Shape the future of credit for millions of users.
Build at scale in one of India’s most dynamic and regulated spaces.
Flexible and inclusive work environment with fast decision-making and ownership.
Compensation:
If you are the right fit, we believe in creating wealth for you with enviable 500 mn+ registered users, 25 mn+ merchants and depth of data in our ecosystem, we are in a unique position to democratize credit for deserving consumers & merchants – and we are committed to it. India’s largest digital lending story is brewing here. It’s your opportunity to be a part of the story!
Skills Required
- Bachelor’s degree in Business, Engineering, Economics, or a related field
- MBA
- 5–10 years of experience in Growth, Marketing, or Business roles within lending, BNPL, fintech, or consumer internet
- Experience running large-scale, data-led acquisition and activation campaigns across outbound and in-product channels
- Experience with data segmentation, reporting, analysis, query management, and usage-based AI
- Experience working with credit or lending products and understanding underwriting-linked growth constraints
- Exposure to funnel analytics, cohort analysis, and marketing technology or CRM platforms
- Growth strategy and GTM planning
- Funnel and cohort analytics
- Campaign management across push, SMS, email, and in-app channels
- Segmentation and targeting
- Consumer lending or BNPL domain knowledge
- A/B testing and experimentation
- Proficiency in Excel, SQL, BI tools, and PowerPoint
- Cross-functional collaboration with Product, Risk, Marketing, and Brand teams
- P&L and unit economics orientation
- Excellent communication and presentation skills
- Leadership and influencing skills
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The Company
What We Do
Paytm started the Digital Revolution in India. And we went on to become India’s leading Payments App. Today, more than 20 Million merchants & businesses are powered by Paytm to Accept Payments digitally. This is because more than 300 million Indians use Paytm to Pay at their stores. And that’s not all, Paytm App is used to Pay bills, do Recharges, Send money to friends & family, Book movies & travel tickets. With innovations to Financial services & products in pipeline, this is but one of the milestones achieved towards our mission – to bring 500 million unserved and underserved Indians to the mainstream economy.
