Job Title: Growth Associate - Performance Marketing | Growth Team
Company: Poptech Growth Pvt Ltd
Experience: 2-4 years
Location: Bengaluru
Type: Full-Time
About Pop
We're POP, a new-age fintech company that's making payments fun, rewarding, and totally worth it! With POP UPI, you can pay anyone, anywhere and earn POPcoins every time you do. Those POPcoins aren't just points, they're real rewards you can use to shop, save, and score deals from over 1000+ awesome brands. Founded in Bengaluru in 2023, we're backed by Razorpay and partnered with YES Bank to bring India's most rewarding payment experience. At POP, we believe every payment should give something back - so we're on a mission to make spending smarter, shopping more exciting, and rewards a part of everyone's daily life.
About the Team
You'll be part of the User Growth team at Popclub, responsible for driving the full user lifecycle - from acquisition and activation to retention and deepening engagement across our UPI and credit card products. The team's core obsession is building habitual, transacting users - not just installs.
We focus on identifying whitespace in how India adopts digital payments, launching and scaling new initiatives, and continuously optimizing the funnel through data-driven decisions. We operate in a fast-paced, high-ownership environment where structured problem-solving meets rapid execution. If you're excited about making UPI the default spending behaviour for millions, this is the role.
About the Role
We're looking for a Growth Associate – Performance Marketing to own and scale paid acquisition and retention-led growth for Popclub's UPI and credit card products. The primary focus is UPI - driving not just sign-ups but first UPI transaction, repeat usage, and habit formation. Credit card acquisition is a secondary but growing lever.
This role requires someone who understands that fintech growth isn't about installs - it's about activated, transacting, retained users. You'll need to think beyond top-of-funnel and own the full journey from ad impression to a user's 10th UPI transaction.
What You Will Do
- Plan, execute, and optimize performance marketing campaigns across Google and Meta with UPI activation as the north star.
- Own the full-funnel metrics stack - from top-of-funnel (CPM, CTR, Hookrate) through mid-funnel (app install, UPI setup, KYC completion) to the metrics that actually matter: first UPI transaction, 7-day repeat usage, and 30-day retention.
- Build and scale acquisition campaigns for credit card sign-ups as a secondary growth lever, optimizing for card activation and first swipe.
- Design and run experiments across creatives, audiences, landing pages, and funnel stages - with a heavy emphasis on post-install activation and re-engagement campaigns.
- Build retention-focused paid loops - retargeting dormant users, running reactivation campaigns for users who set up UPI but never transacted, and nudging single-transaction users toward habit formation.
- Collaborate with product, design, and analytics to ensure campaign signals feed back into activation and retention flows - not just top-of-funnel dashboards.
- Work on Conversions API (CAPI) and pixel implementation to track deeper funnel events (UPI setup complete, first transaction, repeat transaction) for smarter optimization and lookalike building.
- Analyze user cohorts by behaviour - UPI-only users, credit card users, multi-product users - and tailor acquisition and retention strategies for each segment.
- Identify and scale new growth opportunities across channels, affiliate/partner networks, and emerging platforms.
What You'll Need
- 1–3 years of experience in performance marketing, preferably in fintech, payments, consumer internet, or app-based businesses.
- Hands-on expertise with Google Ads and Meta Ads - campaign setup, audience segmentation, custom event optimization, and retargeting.
- Understanding of UPI and payments ecosystem in India - how users adopt UPI, what drives repeat usage, and where drop-offs happen between setup and transaction.
- Comfort with retention and re-engagement as a performance marketing problem
- You should be excited about running paid campaigns that bring dormant users back, not just acquiring new ones.
- Familiarity with attribution frameworks, Meta Pixel, Conversions API (CAPI), and server-side event tracking - especially for optimizing toward deeper funnel events beyond app installs.
- Proficiency in Excel/Google Sheets; working knowledge of SQL or analytics tools is a plus.
- Strong analytical thinking with a structured, problem-first approach and a bias for action. Ability to think in cohorts and user segments, not just campaign-level ROAS.
- High ownership mentality - you'll own numbers end to end, from spend to retained transacting users.
- A growth mindset with genuine curiosity about how payments behaviour scales in India.