---
title: "Joy Mukherjee, M.Sc. - Assistant Manager - Agentic Commerce, Loyalty & Ads in Kolkata | Tal"
description: "Meet Joy Mukherjee, M.Sc., Growth @Paytm l Social and Digital Decision Behaviour | MSc Marketing (UofB, Bath, UK) | Transitioning Consumer Behaviour Researcher - working on an interesting (?) construct around consumer evaluation based in Kolkata. AI stack includes Canva Magic Studio and ChatGPT."
image: "https://tal.club/meet/joy-mukherjee/share-image"
---

# Joy Mukherjee, M\.Sc\. on Tal

## Headline

Growth @Paytm l Social and Digital Decision Behaviour \| MSc Marketing \(UofB, Bath, UK\) \| Transitioning Consumer Behaviour Researcher \- working on an interesting \(?\) construct around consumer evaluation

## About

MSc Marketing graduate from the University of Bath with 5\+ years of Industry experience across advertising, media, brand strategy, activations, B2B, leadership in startups and business operations\. While my professional journey has been rooted in executing and scaling marketing initiatives at large within the early stages of my career until now the focus has been more around WHAT, I’ve always been quietly drawn to a deeper question: WHY do consumers behave the way they do? This underlying curiosity became more defined during my recent work at Paytm, where I conducted a qualitative study that exposed me to the ground realities of consumer decision\-making — beyond metrics, into lived experiences, perceptions, and behavioral patterns within the digital consumption and adoption domain\. I am now actively transitioning toward consumer behavioral science, focusing on bridging theoretical understanding with real\-world phenomena\. Currently, I am refining my research direction, strengthening methodological foundations, and exploring questions at the intersection of consumer vulnerability, decision\-making, and marketplace dynamics\.

## Location

Kolkata

## AI stack

Canva Magic Studio

ChatGPT

## Work experience

Assistant Manager \- Agentic Commerce, Loyalty & Ads at Paytm, Feb 2026 \- Present · 8 mos, Hybrid, Working within Paytm’s B2B Enterprise Team towards Campaign engagement, Loyalty and Ads converging within an Agentic commerce platform\. Supporting early\-stage adoption by surfacing decision\-maker feedback on applicability, integration concerns, and perceived ROI, translating those interactions into structured insights for internal teams across Product, Marketing & Sales\. Feeding into the go\-to\-market and product refinement efforts at an MVP level\.

Assistant Manager \- User Growth at Paytm, Oct 2025 \- Feb 2026 · 5 mos, On\-site, Part of an initiative of a few months, worked in a consumer growth role focused on driving user adoption and engagement across regional markets in India, operating through direct interaction with consumers and merchants\. My work centered on understanding usage behavior, adoption barriers, and decision drivers in digital payments and financial services\. I conducted field\-based interviews and primary research to capture attitudes, motivations, and friction points, and translated these into structured insights to support localized growth initiatives and pilot activations\. I also analyzed regional and cultural variations in response to messaging, incentives, and trust signals, collaborating with cross\-functional teams to align execution with observed user behavior\. This experience built a grounded understanding of consumer decision\-making and technology adoption in real\-market contexts, along with hands\-on exposure to qualitative research, survey design, and basic quantitative analysis

Business Head at Marko & Brando, Jan 2025 \- Oct 2025 · 10 mos, Kolkata, West Bengal, India, Led strategy, operations, and client success across Digital, Social, Tech, and SEO verticals at Marko & Brando, with full ownership of P&L, delivery quality, and growth\. Worked closely with the Founder to drive business operations while acting as the final escalation point beyond account\-level management, ensuring client retention and execution consistency\. Directed cross\-functional coordination with vertical leads to streamline workflows and improve operational efficiency\. Owned the end\-to\-end business development cycle, from prospecting and pitching to onboarding and establishing processes prior to account transition\. Alongside external growth, introduced internal initiatives to strengthen team performance and organizational systems\. Within six months, contributed approximately 24% of company revenue, onboarded key clients including Paytm, Utkarsh India, and Baidyanath, and scaled the team from 12 to 35 members across functions while maintaining delivery stability\. Transitioned out to seek environments where strategic responsibility is matched with decision authority and accountability

Founder’s office \- Manager Strategy & Business at Bridging Brands, Apr 2023 \- Dec 2024 · 1 yr 9 mos, Kolkata, West Bengal, India, Worked as part of the Founder's team at Bridging Brands during its early growth phase, leading strategy, planning, client servicing, and business development across sectors including alcobev, automobile, retail, and healthcare\. Owned the end\-to\-end client lifecycle from opportunity identification and pitching to execution and relationship management, working closely with founders while coordinating across design, curation, and production teams to ensure alignment between brand intent and delivery\. Collaborated with Trade Marketing, Brand, and Sales teams to develop activation strategies, channel\-specific campaigns, and consumer engagement initiatives, translating brand positioning into on\-ground execution across formats\. Led the development of research\-backed presentations, brand narratives, and campaign strategies to support both new business acquisition and account expansion, while also managing external partnerships and vendor negotiations\. In a high\-ambiguity, resource\-constrained environment, contributed to building foundational systems for sales tracking, lead generation, and brand presence\. Won and onboarded clients including Carlsberg India, Agaro, and LuvLap, while working across categories that required adapting engagement strategies to varied consumer contexts\. This exposure highlighted recurring gaps between brand intent and consumer response in high\-stimulus environments, particularly in how engagement strategies translate into actual attention and decision\-making on ground\.

Assistant Brand Manager \- A Sazerac company at John Distilleries Ltd\.,, Apr 2022 \- Apr 2023 · 1 yr 1 mo, Bengaluru, Karnataka, India, Worked as Assistant Brand Manager across the Roulette \(Whisky, Brandy, Gin\) and Original Choice portfolios within the economy and prestige segments, contributing to national brand strategy, market expansion, and performance tracking across domestic and international markets\. Supported brand planning across promotion, digital, and content strategy, aligning initiatives to equity and market share goals within a highly regulated category\. Played a key role in the launch of Roulette Gin, including market analysis, opportunity sizing, distribution planning, and go\-to\-market execution\. Developed data\-informed brand goals across distribution, awareness, and perception, translating business priorities into targeted ATL and BTL interventions to drive brand pull and repeat consumption\. Analyzed category and segment performance to inform market\-specific strategies, while supporting sales planning through volume forecasting and pricing inputs, particularly in contexts where price and brand perception jointly shaped consumer choice\. Operated within strict regulatory frameworks, including state excise laws and distribution constraints, gaining exposure to how limited visibility, restricted communication, and channel dynamics influence consumer decision heuristics and reliance on brand cues\. Collaborated with external agencies and partners to design communication strategies, activations, and tie\-ups, observing how brand positioning, availability, and contextual triggers interact to drive engagement in low\-evaluation, habit\-driven consumption environments\.

Brand Strategist \(Project basis\) at DDB Mudra Group, Jan 2022 \- Mar 2022 · 3 mos, Remote, A short stint with DDB Mudra again, I got my first opportunity exclusively into the world of Strategy & Planning \(working on project based role\) for the new projects of Peter England \(Apparel & lifestyle\) and GITAM University \(Education\) I collaborated on a number of deep dives and Client presentations focused into \- Market analysis, Competition study and recent trends, communication and Social scan to land on Positioning spaces\. Brand awareness \(study on Brand, Category, Competition, Culture, Consumer, Strategic provocations, etc\) The projects were for \- New category launch, redefining positioning with new brand assets \(Peter England\) and Brand awareness \(GITAM University\)

## Education

Master of Science \- MS, Full time, Marketing, University of Bath

Bachelor of Business Administration \- BBA, full time, Marketing, Guru Gobind Singh Indraprastha University

[View the original profile](https://tal.club/meet/joy-mukherjee)

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