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 clear 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.