---
title: "Srinivas Azad T. - Deputy General Manager - Growth in Bengaluru | Tal"
description: "Meet Srinivas Azad T., Growth & Retention @ Paytm | User onboarding, retention & reactivation | Lifecycle Marketing based in Bengaluru. AI stack includes antigravity and cursor."
image: "https://tal.club/meet/srinivas-azad-t/share-image"
---

# Srinivas Azad T\. on Tal

## Headline

Growth & Retention @ Paytm \| User onboarding, retention & reactivation \| Lifecycle Marketing

## About

Driving user growth and retention for UPI at Paytm\.

## Location

Bengaluru

## AI stack

antigravity

cursor

## Work experience

Deputy General Manager \- Growth at Paytm, Apr 2026 \- Present · 5 mos, Bengaluru, Karnataka, India

Senior Manager \- Growth at Paytm, Apr 2025 \- Mar 2026 · 1 yr, 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\.

Manager \- Growth at Paytm, Jul 2023 \- Mar 2025 · 1 yr 9 mos, 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

MBA Summer Intern at Indegene, Apr 2022 \- May 2022 · 2 mos, Bengaluru, Karnataka, India

Founder & Product Developer at HealthSense Analytics, Aug 2020 \- Jun 2021 · 11 mos, Hyderabad, Telangana, India

Research Fellow at Foundation for CfHE, Aug 2019 \- Jul 2020 · 1 yr, IIT Hyderabad

## Education

PGDM \- BM, Finance & Marketing, XLRI Delhi\-NCR

Bachelor’s Degree, Mechanical Engineering, B\. M\. S\. College of Engineering

[View the original profile](https://tal.club/meet/srinivas-azad-t)

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