Role Overview The Lead – Growth will own and drive merchant usage, retention, and monetization for Paytm’s offline payments business. This role is central to the merchant go-to-market strategy and is responsible for managing the complete merchant lifecycle—from onboarding to sustained engagement, revenue expansion, and long-term retention.

The incumbent will lead data-driven growth initiatives, identify usage and retention gaps, and design scalable interventions to improve merchant activation, frequency, stickiness, market share, and revenue outcomes.

This is a highly strategic role requiring strong analytical depth, structured problem-solving, and the ability to translate insights into executable growth programs at scale.

Key Responsibilities

Merchant Growth &

- Lifecycle Management

● Own end-to-end merchant lifecycle management, including onboarding, activation, usage,

retention, and reactivation.

● Design and execute growth strategies to improve merchant engagement, transaction frequency,

and long-term retention.

● Identify drop-off points in the merchant funnel and implement targeted interventions to improve lifecycle conversion.

Usage &

- Retention Strategy

● Lead centralized usage and retention programs across merchant cohorts and categories.

● Build scalable playbooks for increasing merchant stickiness and reducing churn.

● Drive cross-sell and upsell initiatives in partnership with product, sales, and monetization teams.

Data-Driven Decision Making

● Deep dive into large, complex datasets to identify behavioral patterns, growth levers, and performance gaps.

● Define and track key metrics such as activation rates, cohort retention, LTV, churn, ARPU, and contribution margin.

● Use insights to diagnose issues, test hypotheses, and roll out corrective actions at scale.

Go-To-Market &

- Cross-Functional Leadership

● Partner closely with Product, Sales, Marketing, Analytics,



and Tech teams to align growth initiatives with business priorities.

● Influence product roadmap through strong understanding of merchant pain points and usage behavior.

● Drive experimentation frameworks (A/B testing, pilots) to continuously optimize growth outcomes.

Market Share &

- Revenue Growth

● Develop strategies to increase market share in offline payments through higher merchant engagement and monetization.

● Own revenue growth levers linked to merchant usage, pricing, and value-added services.

● Ensure growth initiatives deliver measurable business impact and ROI.

Ideal Candidate Profile

Experience

● 18+ years of overall experience in growth, lifecycle management, usage, retention, or centralized marketing roles within large, scaled consumer or merchant businesses.

Proven experience managing high-volume user or merchant ecosystems with a strong focus on usage and retention.

Prior exposure to offline or distributed GTM models is strongly preferred.

Skill Set

● Strong data orientation with the ability to interpret complex datasets and extract actionable insights.

● Excellent problem-solving skills with a structured approach to deep-diving into issues and driving solutions.

● Experience in building and scaling centralized growth or lifecycle management engines.

● Ability to influence without authority and work effectively in a highly cross-functional environment.

Strategic mindset with strong execution rigor.

Leadership &

- Mindset

● Comfortable operating in ambiguity and fast-paced environments.

● Strong business acumen with a transparent understanding of growth, market share, and revenue levers.

● Hands-on leader who can operate at both strategic and execution levels.

Why This Role

● Opportunity to own growth for one of India’s largest offline payments ecosystems.

● High-impact role with direct ownership of usage, retention, market share, and revenue outcomes.

● Ability to shape long-term merchant growth strategy at scale.

📌 Merchant Growth - Offline Payments Business (Noida)
🏢 Paytm Payments Services
📍 Noida