About the job

Pine Labs is a leading fintech company building technology and financial solutions across payments, commerce and embedded finance for businesses and consumers across the Global South. With a strong presence across multiple markets, Pine Labs enables businesses with digital payments, financial services and commerce solutions, helping them grow and operate more efficiently.

Join us to be part of a fast-paced, innovative fintech environment with opportunities to work on high-impact business and finance initiatives.

Role Purpose
As an Associate Director – Product Growth & GTM, you will own the growth strategy for one or more Pine Labs product businesses. Sitting at the intersection of Product, Sales and Marketing, you will define how products are positioned, launched, acquired and scaled.
You will work closely with Product, Sales, Demand Generation, CRM, Martech, Events and Brand teams to build integrated GTM plans, drive merchant acquisition, improve product adoption and accelerate business growth.
This role is ideal for someone who enjoys solving growth problems,



building category strategies and leading cross-functional initiatives rather than managing individual marketing channels.

What you'll own
Product Growth Strategy
• Own the growth strategy for assigned product categories.
• Identify opportunities to increase awareness, merchant acquisition, adoption and engagement.
• Translate business priorities into integrated marketing plans.
Go-to-Market Leadership
• Lead GTM strategy for recent products and key feature launches.
• Define positioning, messaging, target audiences and launch plans.
• Ensure successful execution across all marketing and sales touchpoints.
Merchant Acquisition
• Build acquisition strategies for Retail and other business verticals by partnering with Demand Generation, Organic, Martech and Events teams.
• Define audience strategy, growth levers and marketing priorities to improve lead quality and business outcomes.
Product Adoptio

📌 Associate Director (Bengaluru)
🏢 Pine Labs
📍 Bengaluru