Challenge:
Paytm had aggressive growth mandates across multiple non-core verticals—Telecom, Government, Apartments, Malls, Parking, and Airports. These segments lacked organic traction and needed full-funnel ownership to drive adoption of payment instruments (Wallet, UPI, Cards, Postpaid) across both online and offline channels. The challenge was to scale these under-leveraged categories and hit ambitious GMV and revenue goals in a highly competitive, price-sensitive market.
My Action:
I took end-to-end ownership of business growth across six high-opportunity verticals and crafted a hybrid strategy that combined deep data analytics with on-ground execution:
- Designed and executed marketing campaigns tailored to each vertical using insights from behavioral cohorts and transaction data.
- Analyzed payment usage data to identify growth levers, user drop-offs, and optimize conversions across QR codes, EDCs, and Soundbox rollouts.
- Built local partnerships and drove merchant acquisition in high-footfall zones (e.g., parking lots, malls, public utilities).
- Led internal cross-functional coordination across tech, sales, and ops to deliver on-ground visibility and seamless payment experiences.
Impact:
✅Achieved $3.1B GMV, surpassing the $3B target while maintaining healthy unit economics
✅2x YoY revenue growth across assigned categories through sharp analytics and relentless execution