Key Responsibilities:

1. Brand Strategy & Positioning:

- Develop and own brand positioning for fintech, EMI/BaaS, PSP, and payments products.

- Create brand architecture, messaging frameworks, and communication guidelines.

- Build institutional credibility through case studies, enterprise collateral, and brand storytelling.

- Ensure compliance-friendly, regulation-aligned communication across all channels.

2. Digital Marketing & Growth:

- Lead digital acquisition across Google, Meta, LinkedIn, industry networks, programmatic, and other performance channels.

- Manage funnel optimisation and analytics: CAC, LTV, ROAS, MQL - SQL, retention, and conversion metrics.

- Implement CRM automation, nurturing workflows, retargeting, WhatsApp automation, and marketing journeys.

- Oversee SEO, content optimisation, and high-performing product landing pages.

3. B2B Lead Generation & Demand Generation:

- Build structured inbound demand generation for enterprises, PSPs, NBFCs, fintechs, and payment companies.

- Develop Account-Based Marketing (ABM) strategies for high-value enterprise targets.

- Create sales enablement assets including pitch decks, case studies, playbooks, one-pagers, and solution collateral.

- Partner closely with sales to convert MQLs into qualified enterprise opportunities.

4. Product Marketing:

- Translate complex fintech, EMI, acquiring, issuing, crypto PSP, and BaaS products into simple, value-driven messaging.

- Lead GTM strategies for issuing, acquiring, vIBANs, wallets, remittance, payouts, and payments infrastructure products.

- Build product sheets, documentation, positioning narratives, and launch campaigns.

- Collaborate with product, engineering, and compliance teams to ensure technical accuracy.

5. Partnerships & Industry Visibility:

- Support partnership teams through co-branded marketing campaigns with networks, vendors, and fintech partners.

- Represent the company at fintech events, expos, and global industry forums.

- Develop thought leadership and category presence through content, PR, and industry ecosystem relationships.

6. Team Leadership & Organisation Building:

- Build and scale a complete marketing organisation (digital, content, brand, product marketing, growth).

- Manage internal creative and growth teams, as well as external agencies.

- Establish KPIs, reporting systems, and real-time dashboards.

- Drive a performance-led, data-driven marketing culture.

Requirements:

- 12-20 years of experience in fintech, payments, EMI/BaaS, PSPs, SaaS, or neobanking.

- Extensive experience in leading full-stack marketing and building teams from scratch.

- Deep understanding of issuing, acquiring, wallets, remittances, crypto payments, payment gateways, and infrastructure.

- Strong command of digital marketing, enterprise B2B funnels, ABM, and compliance-led communication.

- Excellent storytelling, communication, leadership, and cross-functional collaboration skills.