Head of Marketing - Fintech & Payments

Location: Mumbai

Experience: 12-20 years

Role Overview

The Head of Marketing will lead all marketing, branding, and growth initiatives across global fintech and payments business lines. This role requires deep expertise in fintech, EMI/BaaS, payments acquiring, issuing, remittance, wallets, and digital-first communication.

The candidate will build the marketing organisation from zero, own the global marketing strategy, and drive both B2B and B2C growth across India, EU, UAE, and international markets.

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.

- What's in it for you?

A high-ownership role where your digital expertise directly drives growth and performance. Work in a fast-paced environment with strong exposure to leadership and cross-functional teams.

- Reach Us: If you feel this opportunity is well aligned with your career progression plans, please feel free to reach me with your updated profile at chimpy.salgotra@crescendogroup.in for a confidential discussion on the role.