Head, Business Marketing

About PhonePe Group: 

PhonePe is India’s leading digital payments company with 50 crore (500 Million) registered users and 3.7 crore (37 Million) merchants covering over 99% of the postal codes across India. On the back of its leadership in digital payments, PhonePe has expanded into financial services (Insurance, Mutual Funds, Stock Broking, and Lending) as well as adjacent tech-enabled businesses such as Pincode for hyperlocal shopping and Indus App Store which is India's first localized App Store. The PhonePe Group is a portfolio of businesses aligned with the company's vision to offer every Indian an equal opportunity to accelerate their progress by unlocking the flow of money and access to services.

Culture

At PhonePe, we take extra care to make sure you give your best at work, Everyday! And creating the right  environment for you is just one of the things we do. We empower people and trust them to do the right  thing. Here, you own your work from start to finish, right from day one. Being enthusiastic about tech is a  big part of being at PhonePe. If you like building technology that impacts millions, ideating with some of  the best minds in the country and executing on your dreams with purpose and speed, join us!

We are seeking an agile and results-oriented Head of Business Marketing to lead end-to-end customer acquisition and brand building for two of our innovative new ventures: Pincode and Indus. This role will report to the Group CMO and work directly with the CEO of Pincode and the CBO of Indus, embodying a "build, measure, learn, adapt" philosophy to drive significant impact in nascent markets.

About Pincode & Indus

Pincode is our unique approach to quick commerce, revolutionizing last-mile delivery by empowering local neighborhood stores rather than relying on dark stores. This creates a sustainable ecosystem that supports local businesses while providing rapid delivery to consumers.

Indus is an innovative app store designed specifically for India, offering users the ability to browse and discover applications in their preferred local languages, catering to the diverse linguistic landscape of the country.

The Opportunity: Driving Market Presence and Adoption

We're looking for a leader who is passionate about crafting compelling brand narratives and executing integrated marketing strategies that resonate deeply with target audiences. This role is about establishing a strong market presence, driving widespread adoption, and building enduring relationships with both consumers and partners. You will be instrumental in defining the voice of these new businesses, bringing them to life through creative campaigns, and ensuring measurable impact on acquisition and engagement.

Given that both Pincode and Indus operate as marketplaces, a critical aspect of this role will be building and nurturing both sides of the ecosystem. For Pincode, this means driving user acquisition while also engaging and onboarding neighborhood stores. For Indus, it will involve acquiring users alongside strategic B2B marketing and developer relations to attract app developers. This often requires different acquisition channels, messaging, and engagement strategies, necessitating a dual-sided marketplace approach.

What You'll Do

As Head of Business Marketing, you will be responsible for the complete marketing lifecycle, spanning strategy, execution, and optimization. Your key responsibilities will include:

Cross-Business Responsibilities (Pincode & Indus)

• Brand Strategy & Narrative: Develop and articulate a compelling brand vision and narrative for both Pincode and Indus. Define their unique value propositions, personality, and messaging pillars that differentiate them in the market.
• Integrated Marketing Campaigns: Design and execute comprehensive, integrated marketing campaigns across all channels to build brand awareness, drive consideration, and acquire customers/partners. This includes ensuring consistent messaging and brand experience across all touchpoints.
• Content Marketing: Develop strategic content initiatives that bring the brand narratives to life, educate target audiences, address pain points, and foster engagement. This spans various formats and channels, tailored for both consumer and partner segments.
• Performance Marketing: Lead and optimize all performance marketing channels (e.g., paid search, social, display) with a keen focus on efficient customer/partner acquisition and measurable ROI. You'll be responsible for continuous optimization based on data and market insights.
• Social & Community Engagement: Build and manage vibrant social media presences and foster engaged communities around both Pincode and Indus, leveraging these platforms for brand building, direct marketing, and gathering customer feedback.
• CRM & Engagement: Design and implement robust CRM strategies to enhance user/partner engagement, cultivate loyalty, and maximize retention, ensuring a strong journey from initial acquisition to sustained interaction.
• Team Leadership & Development: Potentially build and mentor a high-performing marketing team, fostering a culture of creativity, accountability, and continuous improvement.
• Cross-Functional Collaboration: Work hand-in-hand with product, engineering, and business teams, ensuring tight alignment between marketing efforts, product roadmaps, and overall business objectives. You'll represent the voice of the customer and market within internal discussions.
• Metrics & Insights: Establish clear, measurable goals and KPIs for marketing initiatives. Implement robust tracking, analysis, and reporting frameworks to continuously measure performance, identify actionable insights, and inform future strategies. This includes a disciplined approach to testing and iteration.

Pincode Specific Responsibilities

• User Acquisition: Drive consumer acquisition through innovative marketing strategies tailored to the quick commerce space, emphasizing local relevance, convenience, and the unique value proposition of supporting neighborhood stores.
• Store Acquisition & Engagement: Develop targeted B2B marketing initiatives to attract and onboard neighborhood stores. This includes crafting compelling value propositions for merchants, localized campaigns, community engagement, and potentially organizing events to highlight the benefits of partnering with Pincode. 
• Co-marketing with Pincode Smart Stores - Create integrated campaigns with our partner stores to promote omni-channel shopping experience.
• Hyperlocal Marketing: Strategize and execute geo-targeted marketing campaigns to build brand presence and drive adoption within specific pin (Pincode) areas, leveraging the hyperlocal nature of the business.

Indus Specific Responsibilities

• User Acquisition & Localization: Drive app store adoption across diverse linguistic segments in India, leveraging local language capabilities to enhance user experience and relevance.
• Developer Relations & B2B Marketing: Cultivate strong relationships with app developers through strategic B2B marketing, developer advocacy, and partnerships to attract and retain high-quality applications within the Indus ecosystem. This may involve developer events, targeted content, and community building tailored for the developer audience.
• Ecosystem Awareness: Work closely with the CBO to promote the breadth and quality of the app catalog on Indus, fostering a thriving and diverse app ecosystem through marketing efforts.

What You'll Bring

• Experience: 12+ years of progressive experience in marketing leadership roles, with a strong emphasis on brand building, customer acquisition, and launching new businesses.
• Industry Exposure: A robust background spanning at least two of the following industries: CPG, Retail, e-commerce, or Consumer Technology.
• Brand Building Expertise: Demonstrated ability to create compelling brand narratives from the ground up and bring them to life through integrated marketing campaigns across multiple channels.
• Performance Marketing Acumen: Strong understanding and proven success in optimizing performance marketing channels for efficient customer acquisition.
• Full-Stack Marketing Proficiency: Expertise across all facets of modern marketing: brand strategy, content creation, performance marketing, social engagement, and CRM.
• Marketplace Experience: Demonstrated ability to build and scale both demand (user) and supply (partner/seller) sides of a marketplace business, understanding the unique marketing challenges and opportunities of each.
• Agility & Adaptability: Ability to thrive in a fast-paced, ambiguous startup environment. You're comfortable with building from scratch, iterating quickly, and making data-informed decisions as market conditions evolve.
• Strategic & Operational Excellence: Capable of both defining high-level strategic vision and diving into the operational details of execution, ensuring campaigns are effectively rolled out.
• Leadership & Influence: Proven track record of leading and inspiring teams, both directly and cross-functionally. Exceptional communication and stakeholder management skills are crucial for collaborating effectively with senior leadership and diverse teams.

This is an exceptional opportunity for a marketing leader to make a significant impact on two high-potential businesses that are poised to redefine their respective industries in India. If you are passionate about building strong brands, driving customer acquisition, and shaping the future of new ventures, we encourage you to apply.

PhonePe Full Time Employee Benefits (Not applicable for Intern or Contract Roles)

• Insurance Benefits - Medical Insurance, Critical Illness Insurance, Accidental Insurance, Life Insurance
• Wellness Program - Employee Assistance Program, Onsite Medical Center, Emergency Support System
• Parental Support - Maternity Benefit, Paternity Benefit Program, Adoption Assistance Program, Day-care Support Program
• Mobility Benefits - Relocation benefits, Transfer Support Policy, Travel Policy
• Retirement Benefits - Employee PF Contribution, Flexible PF Contribution, Gratuity, NPS, Leave Encashment 
• Other Benefits - Higher Education Assistance, Car Lease, Salary Advance Policy

Working at PhonePe is a rewarding experience! Great people, a work environment that thrives on creativity, the opportunity to take on roles beyond a defined job description are just some of the reasons you should work with us. Read more about PhonePe on our blog.

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