About the Team: Join PayU's dynamic Product Marketing team — a strategic powerhouse that sits at the heart of our business. We are the connective tissue between Product, Sales, Business, and Marketing, ensuring that PayU's solutions don't just reach the market, but win in it. Our team is responsible for shaping how merchants, enterprises, and consumers perceive and adopt PayU's ecosystem of payment products. We are a team of insight-driven, story-led marketers who believe that the best marketing is rooted in deep customer understanding and backed by sharp data. If you love building narratives that drive real business outcomes, you'll thrive here.
About the Role: We are looking for a strategic and execution-oriented Associate Director – Product Marketing to be a key driver of PayU's go-to-market success. In this role, you will work closely with our leadership across Product, Business, and Sales to align marketing goals with broader business objectives and shape how PayU's solutions are positioned in a competitive fintech landscape. You will lead cross-functional product marketing initiatives, own merchant and enterprise communication strategies, and drive product adoption across segments — from self-serve SMB merchants to large enterprise clients. This is a high-visibility, high-impact role for a marketer who is equally comfortable thinking big and diving deep into execution.
Responsibilities:
Strategic Alignment & Cross-Functional LeadershipPartner with senior leadership across Product, Business, and Sales teams to align product marketing goals with overall business and product strategyLead and manage cross-functional product marketing teams, driving accountability, collaboration, and high-quality outputAct as the strategic voice of the customer within internal teams — ensuring product decisions, roadmaps, and business strategies are influenced by real market insights
Market Intelligence & Product UnderstandingDevelop and maintain a deep, continuously updated understanding of PayU's product portfolio, target customer segments, competitor landscape, and market dynamicsTranslate market intelligence and customer insights into actionable recommendations that influence the product roadmap and business strategyTrack competitor positioning, pricing, and GTM approaches to identify opportunities for differentiation
Messaging, Positioning & Content StrategyCraft compelling, value-based messaging and positioning that articulates how PayU's solutions uniquely solve audience problems — tailored to specific segments and buying personasCollaborate with Content Marketing, Brand, and Growth teams to bring the product story to life through impactful collateral, website content, videos, presentations, whitepapers, battle cards, and moreEnsure consistency and clarity of messaging across all external and internal communication channels
Go-To-Market Execution & Product AdoptionPlan and execute segment-specific marketing strategies across channels and industry verticals, focused on product adoption and the overall success of both existing and prospective customersCreate and implement pipeline acceleration programs and targeted lead generation campaigns for specific accounts and contacts — supporting both Sales and Growth objectivesDrive enterprise GTM initiatives by leveraging familiarity with the technical B2B sales cycle to build and execute effective marketing communication strategies for enterprise clients
Enhance the self-serve merchant journey by collaborating closely with the inbound Growth Marketing team — spanning marketing automation, SEO, website optimization, and product-led growth initiatives
Data, Analytics & Performance OptimizationBuild and own Product Marketing MIS and dashboards to track, analyze, and optimize key marketing metrics across campaigns and channelsDraw actionable insights from data to continuously improve product communication, adoption strategies, and campaign performanceMake evidence-based recommendations for consumer and business growth, driven by numbers, A/B testing, and market findingsCo-own product adoption metrics with respective Product and Business leads, ensuring shared accountability for growth outcomes
Requirements:
Essential Qualifications:
8+ years of relevant experience in Product Marketing, preferably within fintech, payments, SaaS, or B2B technology companiesDemonstrated ability to lead cross-functional teams and manage multiple stakeholders across Product, Sales, and Marketing in a fast-paced environmentDeep expertise in value-based messaging and positioning — with a proven track record of translating complex product capabilities into audience-specific narrativesStrong data and analytics orientation — highly skilled at deriving insights from marketing and business data to drive better decisions and communicationsHands-on experience with pipeline acceleration, lead generation, and account-based marketing (ABM) programsFamiliarity with enterprise/technical sales cycles and the ability to design marketing strategies that complement and accelerate B2B sales motionsExperience working with inbound growth marketing levers — marketing automation, SEO, CRO, and product-led growth strategies for self-serve segments
Creative bent of mind with design thinking — ability to conceptualize and guide effective product showcases across delivery platformsStrong written and verbal communication skills; ability to influence and present to senior leadershipBachelor's degree in Marketing, Business, Engineering, or a related field;
MBA preferred Preferred Qualifications: Prior experience in fintech, digital payments, or financial servicesExposure to both SMB/self-serve and enterprise merchant segmentsWorking knowledge of CRM, marketing automation, and analytics tools (e.g., Salesforce, HubSpot, Google Analytics, Mixpanel, Tableau)Understanding of SEO, website development, and content marketing strategiesFamiliarity with India's
digital payments regulatory landscapeKey Competencies: Strategic thinker with an executional mindset — can zoom out to the big picture and zoom in to flawless deliveryInsight-driven — exceptional ability to derive sharp, meaningful insights from data and apply them to product communication
Collaborative leader — builds trust across functions and drives alignment in complex, matrixed organizationsCompelling storyteller — ability to simplify complex products into clear, differentiated, and persuasive narrativesCo-ownership mentality — treats product adoption and business metrics as their own, not just a marketing KPI
Adaptable and resilient — thrives in a dynamic, high-growth fintech environment where priorities evolve rapidly
What We Offer?A positive, get-things-done workplaceA dynamic, constantly evolving space (change is par for the course – important you are comfortable with this)An inclusive environment that ensures we listen to a diverse range of voices when making decisionsAbility to learn cutting-edge concepts and innovation in an agile start-up environment with a global scaleAccess to 5,000+ training courses accessible anytime/anywhere to support your growth and development (Corporate tie-ups with top learning partners like Harvard, Coursera, and Udacity)
About Us: PayU, India's leading diversified fintech platform with Prosus as an investor, operates businesses regulated by the Reserve Bank of India and offers advanced solutions to meet the digital financial services needs of customers — merchants, banks, and consumers.PayU provides payment gateway solutions to online businesses through its cutting-edge and award-winning technology and has empowered 4.5 lakh+ businesses, including India's leading enterprises, e-commerce giants, and SMBs. It enables businesses to collect digital payments across 100+ online payment methods such as Credit Cards, Debit Cards, Net Banking, EMIs, Pay-Later, QR, UPI, Wallets, and more. It is a preferred partner in the affordability ecosystem, offering maximum coverage of issuers and easy-to-implement integrations across card-based EMIs, pay-later options, and new-age cardless EMIs. PayU offers e-commerce brands best-in-industry success rates while ensuring a seamless checkout experience. Through its PayTech division, Wibmo, PayU provides market-leading authentication and risk TSP services to leading banks in India and 30+ countries, and through its NBFC, PayU Finance, it empowers 3.5 lakh+ merchants and 6 million consumers with innovative and flexible credit solutions. Please visit www.payu.in for more information.
Our Commitment to Building a Diverse and Inclusive Workforce: As a global and multi-cultural organization with varied ethnicities thriving across locations, we realize that our responsibility towards fulfilling the D&I commitment is huge. Therefore, we continuously strive to create a diverse, inclusive, and safe environment for all our people, communities, and customers. Our leaders are committed to creating an inclusive work culture that enables transparency, flexibility, and unbiased attention to every PayUneer so they can succeed, irrespective of gender, color, or personal faith. An environment where every person feels they belong, that they are listened to, and where they are empowered to speak up. At PayU, we have zero tolerance towards any form of prejudice — whether related to a specific race, ethnicity, persons with disabilities, or the LGBTQ+ communities.
