Merchant Growth - Offline Payments Business

Role Overview
The Lead – Growth will own and drive merchant usage, retention, and monetization for Paytm’s offline payments business. This role is central to the merchant go-to-market strategy and is responsible for managing the complete merchant lifecycle—from onboarding to sustained engagement, revenue
expansion, and long-term retention.
The incumbent will lead data-driven growth initiatives, identify usage and retention gaps, and design
scalable interventions to improve merchant activation, frequency, stickiness, market share, and revenue
outcomes.
This is a highly strategic role requiring strong analytical depth, structured problem-solving, and the ability
to translate insights into executable growth programs at scale.
Key Responsibilities
Merchant Growth & Lifecycle Management
● Own end-to-end merchant lifecycle management, including onboarding, activation, usage,
retention, and reactivation.
● Design and execute growth strategies to improve merchant engagement, transaction frequency,
and long-term retention.
● Identify drop-off points in the merchant funnel and implement targeted interventions to
improve lifecycle conversion.
Usage & Retention Strategy
● Lead centralized usage and retention programs across merchant cohorts and categories.
● Build scalable playbooks for increasing merchant stickiness and reducing churn.
● Drive cross-sell and upsell initiatives in partnership with product, sales, and monetization teams.
Data-Driven Decision Making
● Deep dive into large, complex datasets to identify behavioral patterns, growth levers, and
performance gaps.
● Define and track key metrics such as activation rates, cohort retention, LTV, churn, ARPU, and
contribution margin.
● Use insights to diagnose issues, test hypotheses, and roll out corrective actions at scale.
Go-To-Market & Cross-Functional Leadership
● Partner closely with Product, Sales, Marketing, Analytics, and Tech teams to align growth
initiatives with business priorities.
● Influence product roadmap through strong understanding of merchant pain points and usage
behavior.
● Drive experimentation frameworks (A/B testing, pilots) to continuously optimize growth
outcomes.
Market Share & Revenue Growth
● Develop strategies to increase market share in offline payments through higher merchant
engagement and monetization.
● Own revenue growth levers linked to merchant usage, pricing, and value-added services.
● Ensure growth initiatives deliver measurable business impact and ROI.
Ideal Candidate Profile
Experience
● 18+ years of overall experience in growth, lifecycle management, usage, retention, or centralized
marketing roles within large, scaled consumer or merchant businesses.
Proven experience managing high-volume user or merchant ecosystems with a strong focus on
usage and retention.
Prior exposure to offline or distributed GTM models is strongly preferred.
Skill Set
● Strong data orientation with the ability to interpret complex datasets and extract actionable
insights.
● Excellent problem-solving skills with a structured approach to deep-diving into issues and driving
solutions.
● Experience in building and scaling centralized growth or lifecycle management engines.
● Ability to influence without authority and work effectively in a highly cross-functional
environment.
Strategic mindset with strong execution rigor.
Leadership & Mindset
● Comfortable operating in ambiguity and fast-paced environments.
● Strong business acumen with a clear understanding of growth, market share, and revenue levers.
● Hands-on leader who can operate at both strategic and execution levels.
Why This Role
● Opportunity to own growth for one of India’s largest offline payments ecosystems.
● High-impact role with direct ownership of usage, retention, market share, and revenue
outcomes.
● Ability to shape long-term merchant growth strategy at scale.