Growth Management - Merchant Lending (AM/DM)

• Own the campaign calendar for merchant lending: new-to-credit acquisition, pre-approved offer activation, top-ups, renewals and win-back of dormant borrowers. • Plan and run campaigns across push notifications, SMS, WhatsApp, email, in-app banners, IVR/outbound calling and the field sales force. • Build merchant segments using transaction volumes, tenure, category, geography and eligibility, and tailor offers and messaging to each. • Design and run A/B tests on creatives, copy, offer framing, timing and channel mix; scale what works and kill what doesn't. • Track the full funnel — reach, click, eligibility check, application, KYC, sanction, disbursal — and fix the biggest drop-offs with Product and Ops. • Manage campaign budgets and incentives (cashback, fee waivers, interest-rate offers) against clear CAC and ROI targets. • Coordinate with lending partners on offer constructs, approved bases and co-branded communication. • Ensure every communication complies with RBI Digital Lending Guidelines, fair-practice codes and partner brand rules (KFS, APR disclosure, no misleading claims). • Run festive and seasonal pushes (Diwali, wedding season, quarter-ends) when merchant working-capital needs peak. • Report weekly on campaign performance and share learnings with leadership. Key metrics you will own • Disbursal volume and count driven by campaigns • Funnel conversion rates (offer view → application → disbursal) • Cost per disbursal and campaign ROI • Repeat / renewal borrowing rate

About Us:  Paytm is India’s leading mobile payments and financial services distribution company. A pioneer of the mobile QR payments revolution, Paytm builds technology that enables small businesses and consumers to participate in the digital economy. Our mission is to serve half a billion Indians and bring them into the mainstream economy through technology. About the role: You will own the campaigns that turn our merchant base into active borrowers. That means designing, launching and optimising multi-channel campaigns that drive loan eligibility checks, applications,disbursals and repeat borrowing among small businesses — kirana stores, retailers, restaurants and service merchants who accept payments on our platform. You will work closely with Product, Risk, Credit, Analytics, Sales to grow disbursals while keeping acquisition costs in check. What you will do: • Own the campaign calendar for merchant lending: new-to-credit acquisition, pre-approved offer activation, top-ups, renewals and win-back of dormant borrowers. • Plan and run campaigns across push notifications, SMS, WhatsApp, email, in-app banners, IVR/outbound calling and the field sales force. • Build merchant segments using transaction volumes, tenure, category, geography and eligibility, and tailor offers and messaging to each. • Design and run A/B tests on creatives, copy, offer framing, timing and channel mix; scale what works and kill what doesn't. • Track the full funnel — reach, click, eligibility check, application, KYC, sanction, disbursal — and fix the biggest drop-offs with Product and Ops. • Manage campaign budgets and incentives (cashback, fee waivers, interest-rate offers) against clear CAC and ROI targets. • Coordinate with lending partners on offer constructs, approved bases and co-branded communication. • Ensure every communication complies with RBI Digital Lending Guidelines, fair-practice codes and partner brand rules (KFS, APR disclosure, no misleading claims). • Run festive and seasonal pushes (Diwali, wedding season, quarter-ends) when merchant working-capital needs peak. • Report weekly on campaign performance and share learnings with leadership. Key metrics you will own • Disbursal volume and count driven by campaigns • Funnel conversion rates (offer view → application → disbursal) • Cost per disbursal and campaign ROI • Repeat / renewal borrowing rate What we are looking for: • 4–7 years in growth, lifecycle . Hands-on experience running CRM campaigns on tools such as CleverTap, MoEngage, WebEngage, Braze or Netcore. • Comfort with data: you can write basic SQL or work fluently with dashboards and Excel to analyse campaign results. • Strong grasp of experimentation: control groups, sample sizes, incrementality. • Ability to manage many stakeholders and move fast in a high-ownership environment.