- 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, FB 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.
- 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.
- 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 partn

📌 Senior Associate Marketing (Mumbai)
🏢 National Payments Corporation Of India (NPCI)
📍 Mumbai