City Marketing Manager - Senior Manager

📌 Core Information

🔹 Job Title: City Marketing Manager - Senior Manager

🔹 Company: Paytm

🔹 Location: Bangalore, Karnataka | Hyderabad, Telangana | Chennai, Tamil Nadu

🔹 Job Type: Full-time Employment

🔹 Category: Marketing

🔹 Date Posted: April 23, 2025

🔹 Experience Level: 5-10 years

🔹 Remote Status: On-site

🚀 Job Overview

Key aspects of this role include:

• Leading hyperlocal, community-focused acquisition campaigns to boost trust and adoption of Paytm’s offerings
• Executing regional marketing campaigns across digital, social media, and offline channels
• Building strong grassroots networks with gig workers, service providers, RWAs, and community partners
• Monitoring key metrics and optimizing campaigns for maximum impact

ASSUMPTION: This role requires a high level of autonomy and strategic thinking to adapt marketing efforts to different regional markets.

📋 Key Responsibilities

✅ Conduct in-depth market research to identify opportunities and segment the target audience within the new region

✅ Lead the end-to-end execution of regional marketing campaigns, from concept to delivery

✅ Coordinate with creative teams to produce region-specific content

✅ Partner with gig workers, delivery agents, freelancers, and RWAs to drive awareness and user growth

✅ Lead field activations, roadshows, and pop-up events in high-traffic areas

✅ Recruit and manage local referral partners, brand promoters, and agents

✅ Collaborate with trade unions, co-working hubs, housing societies, and marketplaces

✅ Monitor key metrics (signups, CAC, engagement) and optimize campaigns

✅ Work closely with the product, sales, and customer success teams to ensure a seamless onboarding experience for new users

ASSUMPTION: This role involves a significant amount of on-ground work and requires strong interpersonal skills to build effective partnerships.

🎯 Required Qualifications

Education: Bachelor’s degree in Marketing, Business Administration, or a related field. MBA preferred.

Experience: 5-7 years in offline marketing, community growth (fintech, edtech, FMCG, mobility preferred)

Required Skills:

• Strong network in the gig economy or community engagement background
• Creative thinker with strong execution skills and data-driven mindset
• Proven ability to scale 0-1 user growth through offline strategies
• Proven ability to design and execute localized growth experiments
• Ability to manage field teams, promoters, and on-ground vendors
• Must speak the regional language
• Ability and willingness to independently manage all compliance-related functions and activities
• Proactive and strategic approach in addressing compliance challenges

Preferred Skills:

• Experience in the Indian market and understanding of local consumer behavior
• Fluency in multiple Indian languages

ASSUMPTION: Proficiency in the regional language is crucial for effective communication and engagement with local communities.

💰 Compensation & Benefits

Salary Range: INR 15-20 lakhs per annum (Estimated based on industry standards for a senior manager role in marketing with 5-7 years of experience)

Benefits:

• Health insurance and wellness benefits
• Retirement savings plans
• Employee stock ownership plans
• Learning and development opportunities

Working Hours: Full-time (40 hours/week) with flexible working hours and the need for occasional weekend work for on-ground events

ASSUMPTION: The salary range is an estimate based on industry standards and may vary depending on the candidate's experience and negotiation skills.

📌 Applicant Insights

🔍 Company Context

Industry: Paytm is a leading mobile payments and financial services distribution company in India, operating in the competitive fintech sector.

Company Size: Paytm is a mid-sized company with around 83 employees, providing a dynamic and collaborative work environment.

Founded: Paytm was founded in 2010 and has since grown to become one of India's leading digital payment platforms.

Company Description:

• Paytm is a pioneer in mobile QR payments and builds technologies to help small businesses with payments and commerce
• The company's mission is to serve half a billion Indians and bring them to the mainstream economy with the help of technology
• Paytm offers a range of financial services, including payments, wealth management, lending, and insurance

Company Specialties:

• Mobile payments and financial services
• Fintech and digital commerce
• Technology and innovation

Company Website: https://www.paytm.com/

ASSUMPTION: Paytm's focus on innovation and technology makes it an attractive employer for candidates interested in the fintech industry.

📊 Role Analysis

Career Level: This role is a senior manager position, offering significant responsibility and the opportunity to drive strategic initiatives.

Reporting Structure: The City Marketing Manager will report directly to the Head of Marketing and work closely with cross-functional teams, including product, sales, and customer success.

Work Arrangement: This is an on-site role with flexible working hours, requiring occasional weekend work for on-ground events.

Growth Opportunities:

• Potential career progression to leadership roles within the marketing function or other areas of the business
• Opportunities to work on high-impact projects and drive significant business growth
• Exposure to a wide range of stakeholders, including customers, partners, and internal teams

ASSUMPTION: This role offers strong growth potential for candidates looking to advance their careers in marketing or fintech.

🌍 Location & Work Environment

Office Type: Paytm's offices are modern and collaborative spaces, fostering innovation and creativity.

Office Location(s): Bangalore, Karnataka | Hyderabad, Telangana | Chennai, Tamil Nadu

Geographic Context:

• Bangalore is a major tech hub and the capital of Karnataka, known for its vibrant culture and diverse population
• Hyderabad is the capital of Telangana and a major center for IT and biotechnology
• Chennai is the capital of Tamil Nadu and a significant industrial hub, with a rich cultural heritage

Work Schedule: Full-time (40 hours/week) with flexible working hours and the need for occasional weekend work for on-ground events

ASSUMPTION: The work environment at Paytm is dynamic and fast-paced, with a strong focus on innovation and collaboration.

💼 Interview & Application Insights

Typical Process:

• Online application submission
• Phone or video screening with the HR team
• Technical or case study assessment
• Interview with the hiring manager
• Final decision and offer

Key Assessment Areas:

• Problem-solving skills and strategic thinking
• Communication and interpersonal skills
• Cultural fit and alignment with Paytm's values
• Domain expertise in offline marketing and community growth

Application Tips:

• Tailor your resume and cover letter to highlight your experience in offline marketing, community growth, and regional market analysis
• Prepare examples of successful marketing campaigns you've led and the results you achieved
• Demonstrate your understanding of the Indian market and local consumer behavior

ATS Keywords: Offline Marketing, Community Growth, Market Research, Campaign Execution, Content Production, Community Engagement, Field Activations, Referral Channel Development, Partnerships, Performance Tracking, Cross-Functional Coordination, Data-Driven Mindset, Compliance Management, Strategic Approach, Regional Language Proficiency, Team Management

ASSUMPTION: Paytm's recruitment process is designed to assess candidates' skills and cultural fit, with a focus on problem-solving, communication, and strategic thinking.

🛠️ Tools & Technologies

• Marketing automation tools (e.g., HubSpot, Marketo)
• Social media management tools (e.g., Hootsuite, Buffer)
• Data analysis and visualization tools (e.g., Tableau, Power BI)
• Project management tools (e.g., Asana, Trello)

ASSUMPTION: The specific tools and technologies used may vary depending on the team and project requirements.

👔 Cultural Fit Considerations

Company Values:

• Customer-centricity
• Innovation and continuous learning
• Collaboration and teamwork
• Integrity and ethical behavior

Work Style:

• Dynamic and fast-paced environment
• Strong focus on results and impact
• Collaborative and inclusive culture
• Opportunities for professional growth and development

Self-Assessment Questions:

• Do you thrive in dynamic and fast-paced environments?
• Are you comfortable working with diverse stakeholders and building strong partnerships?
• Do you have a proven track record of driving results and impact through offline marketing campaigns?

ASSUMPTION: Paytm values candidates who are innovative, collaborative, and results-driven, with a strong commitment to customer-centricity and ethical behavior.

⚠️ Potential Challenges

• Managing multiple stakeholders and building effective partnerships
• Adapting marketing strategies to different regional markets
• Balancing the need for innovation with compliance requirements
• Occasional weekend work for on-ground events

ASSUMPTION: These challenges can be overcome by strong communication, strategic thinking, and a commitment to continuous learning and improvement.

📈 Similar Roles Comparison

• Unlike traditional marketing roles, this position requires a strong focus on offline marketing and community engagement
• This role offers significant responsibility and the opportunity to drive strategic initiatives, similar to other senior manager positions in marketing
• Career progression opportunities are similar to other marketing roles, with potential growth into leadership positions or other areas of the business

ASSUMPTION: This role offers a unique blend of strategic responsibility and hands-on execution, making it an attractive opportunity for experienced marketing professionals looking to make a significant impact.

📝 Sample Projects

• Developing and executing a regional marketing campaign to drive user growth and engagement in a new market
• Building and managing a network of local referral partners and brand promoters to increase brand awareness and adoption
• Conducting market research to identify opportunities and segment the target audience within a new region

ASSUMPTION: These sample projects illustrate the strategic and hands-on nature of the City Marketing Manager role at Paytm.

❓ Key Questions to Ask During Interview

• Can you describe the typical career progression for a City Marketing Manager at Paytm?
• How does Paytm support the professional development of its employees?
• What are the key priorities for this role in the first 90 days?
• How does Paytm measure the success of its marketing campaigns, and what are the key performance indicators (KPIs) for this role?
• Can you provide examples of successful marketing campaigns led by previous City Marketing Managers at Paytm?

ASSUMPTION: These questions demonstrate your interest in the role and provide valuable insights into Paytm's culture and expectations.

📌 Next Steps for Applicants

To apply for this position:

• Submit your application through this link
• Tailor your resume and cover letter to highlight your experience in offline marketing, community growth, and regional market analysis
• Prepare examples of successful marketing campaigns you've led and the results you achieved
• Demonstrate your understanding of the Indian market and local consumer behavior
• Follow up with the Paytm HR team one week after submitting your application to confirm receipt and express your interest in the role

⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.