Srinivas Azad T.

5+ years of work experience

Apr 20265 mosPresent

Bengaluru, Karnataka, India

Apr 20251 yrMar 2026

Bengaluru, Karnataka, India

Driving user growth across full user-lifecycle (New, Repeat, Dormant) for UPI category (including P2P & P2M payments) Managing growth initiatives including cashback offers, on-app & off-app communications, Product Marketing, etc. Improving user retention & engagement across user lifecycle stages. Responsible for growing Volume & Value market share of Paytm in the UPI ecosystem.

Jul 20231 yr 9 mosMar 2025

Bengaluru, Karnataka, India

* Driving User retention, engagement, and dormant user reactivation for Paytm UPI * Managing Low engaged user retention & Dormant user reactivation charters, targeting over 45 million users * Managed end-to-end customer lifecycle marketing, promotional offers and communications. * Introduced dynamic segmentation and targeting based on users transaction and app sessions behavior. * Implemented automated marketing campaigns, event-triggered nudges, for retargeting dropped off users, and cross-category targeting. Improved CTRs by 70% * Designed segmented promotional offers to boost retention based on threshold frequencies of different cohorts * Optimizing funnel performance through A/B testing, sharper segmentation & targeting. *Constant experimentation on copy, targeting and segmentation across channels, to find and scale new growth levers * Implemented cost-saving measures to reduce cashback burn by 80%+ without negatively impacting the funnel performance. * Deployed regional growth initiatives through offline marketing channels. Implemented merchant-specific initiatives to convert merchants from competition QRs to Paytm, grow market share in select geohashes