Lead Marketing

Roles and Responsibilities

• Formulate and oversee execution of the marketing plans and initiatives for the assigned UPI features/ services and support NPCI brand team
• Develop strategies to improve the brand positioning by refining brand identity and boosting market image of UPI features / services
• Manage and ensure timely creation of marketing proposals and collaterals
• Track and monitor the respective outcomes from the campaigns to achieve the annual product goals
• Growth of new UPI users and increase in brand awareness
• Support NPCI brand marketing team

• Implement strategies to ensure last mile reach of UPI services.

• Agency / Partner / Event Management

• Ensure laid down processes for Marketing are adhered to.Tracking of budgets and ensuring timely utilisation

• Ensure there are no audit gaps in documentation and process

Major Activities :

• Launch high impact ATL / BTL / Digital and Social campaigns B2C and B2B2C
• Work with UPI ecosystem partners to ensure that brand guidelines are being followed and we leverage their strengths and capabilities to promote the product / services for the good of end consumers.
• Ensure timely delivery of ongoing campaigns to continuously re-enforce the usage of UPI product and services
• Work with NPCI brand team on key projects / campaigns

• Rural marketing initiatives / activities to reach out to last mile audience

• Continuously innovate and bring out fresh ideas to reach out to the last mile audience

• Drive quality of creativity through the creative agency / inhouse creative team
• Work with Media agencies to implement the most effective media mix for campaigns
• Work with social agency to ensure we are promoting contextual and relevant content to our audiences
• Promote product / service offerings through partners / merchants offers/ tie-ups

• Compliance to Marketing governance and standards

• Ensure audit compliance for all projects / campaigns