Growth Head - Spice Pay

Job description

**Job Title:** Growth Head - Spice Pay **Location:** Noida **Experience:** 5 to 8 Years **Our Story:** Founded in 2000 by Dilip Modi, Spice Money Limited is India’s leading rural fintech company, headquartered in Noida and operating as a subsidiary of DiGiSPICE Technologies Limited, a publicly listed entity. The company is driven by a strong mission to accelerate financial inclusion and empower the underserved “Bharat” through technology-enabled financial services. With a network of 1.6+ million Adhikaris across India, the company enables last-mile access to essential services including AEPS cash withdrawal and deposits, domestic money transfer, bill payments, insurance, micro-ATM services, credit solutions, travel bookings, account opening, and UPI-led digital payments. Spice Money has consistently introduced industry-first innovations such as a zero-cost Adhikari platform, one of India’s largest assisted payments networks, a rural credit marketplace, and Spice Money UPI & Spice Pay wallet to accelerate digital adoption in smaller towns and villages. Operating across 95%+ pincodes with a team of 1,000+ employees, Spice Money combines the agility of a high-growth fintech with the scale and impact of a nationwide distribution network—creating meaningful economic opportunities and driving the next phase of financial inclusion in India. **The Impact You'll Create:** As the Growth Head– Spice Pay (B2C App), you will be leading the growth agenda for Spice Pay App, responsible for launching, scaling and optimizing adoption across India’s semi-urban and rural user base. You will design and execute full-funnel growth strategies—from DAU/MAU expansion to wallet activation, habit creation, referrals, and retention programs, working closely with product, content, creative and analytics teams. This is a high-impact, cross-functional role for someone who thrives in zero-to-one journeys, understands rural digital behaviors and can translate marketing inputs into business outcomes. Success in this role is characterized by the following milestones: - App download to activation conversion > 35% - Wallet load +5 transactions in T+7 days by > 50% of new users - DAU/MAU ratio maintained above 35% - Referral-led acquisition drives 20% of new wallet users - Multi-use-case engagement leads to >5 transactions/month/user by Q3 - Adhikari-assisted user onboarding at scale with minimal drop-offs **How Will You Contribute:** - Act as the digital business lead for the Spice Pay App, owning end-to-end customer lifecycle KPIs - Design and execute growth experiments to drive activation, retention and repeat use across key flows (Add Money, Send Money, Scan & Pay, Recharge, Bill Pay amongst others) - Drive app usage through multi-use case engagement programs and build user habits around financial transactions - Launch and manage referral and rewards programs to accelerate wallet penetration - Partner with the Sales, Product and Performance Marketing and Analytics teams to develop targeted campaigns for activation and habit formation - Use tools like Appsflyer, CleverTap/Moengage/Netcore, Amplitude, Firebase and GA4 to monitor campaign effectiveness and user cohorts - Develop and track a growth dashboards, define leading indicators (DAUs, MTUs, Wallet Load %, Retention, Funnel conversion, Cohort Decay etc.) and iterate rapidly based on insights Coordinate across teams to course correct metrics to achieve business performance **You're A Great Fit If You:** - Strong understanding of growth marketing in mobile-first consumer apps, ideally in fintech, payments, or commerce - Proven experience in designing and scaling user lifecycle programs, including onboarding journeys, habit triggers and CRM automation - Proficiency in growth tools: Appsflyer (or similar attribution), Amplitude , CleverTap (or similar engagement platform), Firebase, Google Analytics, CRM dashboards - High comfort with experimentation, A/B testing, funnel analysis, retention cohorts and actionable metrics Ability to work across cross-functional teams—Product, Tech, Sales, Creative, Analytics, and Field Ops - Entrepreneurial, data-led, and passionate about solving for the Next Billion Users If you're looking to build one of India's most meaningful digital finance stories from the ground up and lead a user-first growth charter for rural Bharat, this role is for you.