Founded in 2000 by Dilip Modi, Spice Money Limited is India's leading rural fintech company, headquartered in Noida and operating as a subsidiary of DiGiSPICE Technologies Limited, a publicly listed entity. The company is driven by a strong mission to accelerate financial inclusion and empower the underserved "Bharat" through technology-enabled financial services.

With a network of 1.6+ million Adhikaris across India, the company enables last-mile access to essential services including AEPS cash withdrawal and deposits, domestic money transfer, bill payments, insurance, micro-ATM services, credit solutions, travel bookings, account opening, and UPI-led digital payments. Spice Money has consistently introduced industry-first innovations such as a zero-cost Adhikari platform, one of India's largest assisted payments networks, a rural credit marketplace, and Spice Money UPI & Spice Pay wallet to accelerate digital adoption in smaller towns and villages.

Operating across 95%+ pincodes with a team of 1,000+ employees, Spice Money combines the agility of a high-growth fintech with the scale and impact of a nationwide distribution network-creating meaningful economic opportunities and driving the next phase of financial inclusion in India.

The Impact You'll Create :

As the Growth Head- Spice Pay (B2C App), you will be leading the growth agenda for Spice Pay App, responsible for launching, scaling and optimizing adoption across India's semi-urban and rural user base. You will design and execute full-funnel growth strategies-from DAU/MAU expansion to wallet activation, habit creation, referrals, and retention programs, working closely with product, content, creative and analytics teams. This is a high-impact, cross-functional role for someone who thrives in zero-to-one journeys, understands rural digital behaviors and can translate marketing inputs into business outcomes. Success in this role is characterized by the following milestones :

- App download to activation conversion > 35%

- Wallet load +5 transactions in T+7 days by > 50% of new users

- DAU/MAU ratio maintained above 35%

- Referral-led acquisition drives 20% of new wallet users

- Multi-use-case engagement leads to >5 transactions/month/user by Q3

- Adhikari-assisted user onboarding at scale with minimal drop-offs

How Will You Contribute :

- Act as the digital business lead for the Spice Pay App, owning end-to-end customer lifecycle KPIs

- Design and execute growth experiments to drive activation, retention and repeat use across key flows (Add Money, Send Money, Scan & Pay, Recharge, Bill Pay amongst others)

- Drive app usage through multi-use case engagement programs and build user habits around financial transactions

- Launch and manage referral and rewards programs to accelerate wallet penetration

- Partner with the Sales, Product and Performance Marketing and Analytics teams to develop targeted campaigns for activation and habit formation

- Use tools like Appsflyer, CleverTap/Moengage/Netcore, Amplitude, Firebase and GA4 to monitor campaign effectiveness and user cohorts

- Develop and track a growth dashboards, define leading indicators (DAUs, MTUs, Wallet Load %, Retention, Funnel conversion, Cohort decay etc.) and iterate rapidly based on insights Coordinate across teams to course correct metrics to achieve business performance

You're A Great Fit If You :

- Strong understanding of growth marketing in mobile-first consumer apps, ideally in fintech, payments, or commerce

- Proven experience in designing and scaling user lifecycle programs, including onboarding journeys, habit triggers and CRM automation

- Proficiency in growth tools: Appsflyer (or similar attribution), Amplitude , CleverTap (or similar engagement platform), Firebase, Google Analytics, CRM dashboards

- High comfort with experimentation, A/B testing, funnel analysis, retention cohorts and actionable metrics Ability to work across cross-functional teams-Product, Tech, Sales, Creative, Analytics, and Field Ops

- Entrepreneurial, data-led, and passionate about solving for the Next Billion Users

If you're looking to build one of India's most meaningful digital finance stories from the ground up and lead a user-first growth charter for rural Bharat, this role is for you.

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