Senior Associate Marketing

A. Destination-side Campaign Execution • Support in executing market-specific campaigns to drive UPI awareness and usage among Indian travellers during their stay in destination countries. • Coordinate visibility interventions across high-tourist-density touchpoints such as airports, tourist attractions, shopping districts, malls, F&B hubs, duty-free zones, transport nodes, hotels, local experience centres and key merchant clusters. • Assist in the development and deployment of campaign assets such as merchant danglers, standees, QR/payment acceptance signage, digital screens, tent cards, promoter scripts, training material and traveller-facing explainers. • Ensure that campaign messaging clearly communicates where UPI is accepted, how travellers can pay, which apps may be used, etc. B. Traveller Behaviour Understanding • Build a working understanding of Indian traveller behaviour in destination markets, including popular locations, shopping habits, food and beverage preferences, sightseeing patterns, peak travel seasons, payment anxieties and usage barriers. • Monitor destination-specific traveller cohorts such as leisure travellers, family travellers, business travellers, students, pilgrims, event travellers and short-haul weekend travellers. • Use insights from transaction data, partner feedback, merchant observations and market visits to identify where marketing interventions can increase UPI usage. • Support market notes and campaign briefs that translate traveller behaviour into actionable activation plans. C. Merchant and Partner Campaign Coordination • Coordinate with external partners such as acquirers, payment processors, local banks, merchant aggregators, retail chains, malls, tourism stakeholders, airport operators and large-format merchants for execution of planned campaigns. • Work with internal Business Development, Product, Operations, Compliance, Legal and Finance teams to ensure campaign feasibility and alignment with partner commitments. • Track partner-side deliverables such as merchant list sharing, branding permissions, deployment timelines, training support, store-level acceptance readiness and campaign reporting. • Support co-marketing initiatives with destination partners and merchants to improve visibility of UPI at relevant payment points. D. Transaction Data Analysis and Performance Tracking • Regularly analyse UPI transaction data to identify market-wise, merchant-wise and time-period-wise trends. • Track key indicators such as transaction growth, active merchants, high-performing merchant categories, average transaction value, campaign-period uplift and spend behaviour. • Identify high-potential merchant clusters where incremental visibility, staff training or traveller engagement can improve usage. • Prepare campaign reports and insight notes to support campaign optimisation. • Compare pre-campaign, during-campaign and post-campaign transaction trends to assess effectiveness of marketing interventions. E. Campaign Operations, Process Adherence and Documentation • Co-own the operational documentation required for campaign enablement, including campaign briefs, internal approvals, vendor estimates, partner confirmations, creative approvals, deployment records, proof-of-execution, invoices and post-campaign reports. • Coordinate with agencies, printers, production vendors and local partners to ensure timely execution as per approved specifications. • Maintain campaign trackers covering timelines, responsibilities, deployment status, budget utilisation, partner dependencies and closure documents. • Ensure adherence to internal processes such as procurement, RFQ/RFP, finance approvals, compliance checks, brand approvals and vendor onboarding. • Create a structured repository of campaign documents, photographs, reports, partner communication and market learnings.