PhonePe
WORK DESCRIPTION
- Instrumental in scaling the offline business from 500 to 5 million merchants within the first 2 years.
- Established a robust marketing structure for offline business, overseeing areas such as content, educational materials, activation plans, and selection of central agencies.
- Contributed to the Go-to-Market (GTM) strategy for high-profile brand campaigns from 2017 - 2019, including 'Ab Paison ki Baat', 'PhonePe, Number poocho- Paise Bhejo' and 'Aamir Khan as Brand Ambassador'.
- Launched a comprehensive incentive strategy to accelerate merchant acquisition, in collaboration with the product team.
- Steered brand marketing initiatives to optimize user experience, encompassing market research, competitive analysis, consumer segmentation studies, pricing tests, and usability A/B tests.
- Brought on board 10+ National/Zonal agencies to streamline marketing supplies distribution and consumer engagement activities across 300 cities."
- Crafted the complete offline GTM plan for the 2019 brand awareness campaign - 'One App for All Your Needs'.
Led successful GTM campaigns, including "Ab Paison ki Baat" and introducing Aamir Khan as the brand ambassador.
JOB DETAILS
Designation: Brand Manager
Timeframe: April 2017 – Aug 2019
Primary focus areas:
- Ad Campaigns
- Merchant Activation strategy
- GTM Planning