A. Destination-side Campaign Execution

- Support in executing market-specific campaigns to drive UPI awareness and usage among Indian travellers during their stay in destination countries.
- Coordinate visibility interventions across high-tourist-density touchpoints such as airports, tourist attractions, shopping districts, malls, F&B; hubs, duty-free zones, transport nodes, hotels, local experience centres and key merchant clusters.
- Assist in the development and deployment of campaign assets such as merchant danglers, standees, QR/payment acceptance signage, digital screens, tent cards, promoter scripts, training material and traveller-facing explainers.
- Ensure that campaign messaging clearly communicates where UPI is accepted, how travellers can pay, which apps may be used, etc.

B.

Traveller Behaviour

Understanding

- Build a working understanding of Indian traveller behaviour in destination markets, including popular locations, shopping habits, food and beverage preferences, sightseeing patterns, peak travel seasons, payment anxieties and usage barriers.
- Monitor destination-specific traveller cohorts such as leisure travellers, family travellers, business travellers, students, pilgrims, event travellers and short-haul weekend travellers.
- Use insights from transaction data, partner feedback, merchant observations and market visits to identify where marketing interventions can increase UPI usage.
- Support market notes and campaign briefs that translate traveller behaviour into actionable activation plans.

C. Merchant and Partner Campaign Coordination

- Coordinate with external partners such as acquirers, payment processors, local banks, merchant aggregators, retail chains, malls, tourism stakeholders, airport operators and large-format merchants for execution of planned campaigns.
- Work with internal Business Development, Product, Operations, Compliance,



Legal and Finance teams to ensure campaign feasibility and alignment with partner commitments.
- Track partner-side deliverables such as merchant list sharing, branding permissions, deployment timelines, training support, store-level acceptance readiness and campaign reporting.
- Support co-marketing initiatives with destination partners and merchants to improve visibility of UPI at relevant payment points.

D.

Transaction Data

Analysis and Performance Tracking

- Regularly analyse UPI transaction data to identify market-wise, merchant-wise and time-period-wise trends.
- Track key indicators such as transaction growth, active merchants, high-performing merchant categories, average transaction value, campaign-period uplift and spend behaviour.
- Identify high-potential merchant clusters where incremental visibility, staff training or traveller engagement can improve usage.
- Prepare campaign reports and insight notes to support campaign optimisation.
- Compare pre-campaign, during-campaign and post-campaign transaction trends to assess effectiveness of marketing interventions.

E.

Campaign

Operations, Process Adherence and Documentation

- Co-own the operational documentation required for campaign enablement, including campaign briefs, internal approvals, vendor estimates, partner confirmations, creative approvals, deployment records, proof-of-execution, invoices and post-campaign reports.
- Coordinate with agencies, printers, production vendors and local partners to ensure timely execution as per approved specifications.
- Maintain campaign trackers covering timelines, responsibilities, deployment status, budget utilisation, partner dependencies and closure documents.
- Ensure adherence to internal processes such as procurement, RFQ/RFP, finance approvals, compliance checks, brand approvals and vendor onboarding.
- Create a structured repository of campaign documents, photographs, reports, partner communication and market learnings.

📌 Senior Associate Marketing (Mumbai)
🏢 NPCI
📍 Mumbai