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 airpor
📌 Lead Marketing (Mumbai)
🏢 NPCI
📍 Mumbai
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