Role Title
Lead – India-side Marketing, NPCI International
Function
Marketing
Reporting To
Head of Marketing, NPCI International
Location
Mumbai
Experience Required
10–12 years in the marketing function

Role Purpose
The India-side Marketing Lead will be responsible for developing and driving the India-market strategy to build awareness, consideration, and positive intent for UPI usage across countries where it is enabled.
The role has two important dimensions:
1. Consumer / Traveller marketing:
Building awareness and preference for UPI acceptance among Indian outbound travellers during their discovery, research, booking, and trip-planning journey.
2. Ecosystem Stakeholder Management:
Driving strategic engagement with Indian banks, UPI-enabled apps, and allied ecosystem partners so that they actively participate in amplifying the proposition, embedding it into their own customer communication journeys, and helping scale awareness and usage.




This role therefore requires a strong marketer who can combine digital-first consumer marketing expertise with partner-facing relationship management, alliance building, and account stewardship.

Key Responsibilities
A. India-side Consumer Marketing
Develop and execute the India-side marketing strategy to build awareness of UPI acceptance across international markets where it is live.
Identify the most relevant consumer touchpoints in the outbound travel journey and design interventions that influence travellers during destination discovery, trip research, planning, and booking stages.
Create integrated campaigns across digital, content, social, influencer, and performance-led channels to drive awareness, consideration, and positive disposition toward using UPI abroad.
Build a solid understanding of traveller intent pathways and use those insights to shape high-relevance marketing programs.
Drive high-impact pre-departure and transit-point activations across relevant physical touchpoints such as airports and other travel-linked

📌 Lead Marketing (India)
🏢 National Payments Corporation Of India (NPCI)
📍 India