Role: Senior Manager / Manager - Product Marketing (SMB Growth)
Why This Role Exists
For Cashfree, the SMB segment (comprising young brands doing 1-20L monthly GMV) represents a massive, underserved growth opportunity.
Today, Cashfree acquires roughly 2,000 new merchant signups (BPANs) per month through paid ads and organic SEO. This number has plateaued. The company needs to double it to 4,000+ BPANs/month, while simultaneously improving the quality of signups that convert into active, transacting merchants.
This role exists to serve as the intelligence layer between product, digital marketing, sales, and brand, providing the strategic clarity, messaging precision, and market insight that each of these teams needs to perform at a higher level for the SMB segment and drive more conversions at the bottom of the funnel.
What You Will Do
A. Product Marketing (Primary)
Build the SMB positioning and messaging architecture for Cashfree’s core products: Payment Gateway, Checkout, Payouts, Payment Links + Payment Forms, Cross-Border, etc.
Develop a clear, defensible answer to “Why should an SMB merchant choose Cashfree over Razorpay?”, grounded in merchant research, competitive analysis, and product truth
Own the SMB segment’s voice-of-customer engine: run regular merchant interviews, analyse support tickets, mine onboarding drop-off data, and synthesise into actionable product and marketing briefs
Create sales enablement materials (battle cards, one-pagers, objection-handling guides, demo scripts) tailored for the SMB sales motion
Work with SMB/Growth PMs to provide structured product feedback based on merchant needs, competitive gaps, and conversion data (external POV powered by use-cases, empirical data, gut-feel)
B. Growth Marketing Intelligence (Secondary)
Audit current acquisition channels and provide data-backed recommendations to the Digital Marketing team on messaging, landing page structure, ad creative direction, and audience targeting
Design and run messaging experiments: test different value propositions, proof points, and CTAs across paid and organic channels to identify what resonates with SMB founders
Map the full SMB merchant journey from first Google search to first transaction, identify the biggest drop-off points, and build interventions for each stage
Develop channel-specific content strategies (SEO content briefs, comparison pages, integration guides, founder-facing thought leadership) that expand Cashfree’s organic footprint for SMB-relevant queries
C. Cross-functional Coordination
Partner with the Brand team to ensure Cashfree has the right presence at SMB-relevant events, communities, and ecosystem touchpoints (Shopify meetups, D2C founder circles, startup accelerators)
Build a monthly insight loop: compile learnings from campaigns, merchant feedback, and competitive shifts into a brief that informs product roadmap, sales playbooks, and marketing calendar
Collaborate with the Sales team on lead quality feedback, activation playbooks, and segment-specific pitch narratives
What we are looking for:
3–8 years in product marketing, growth marketing or a GTM role in B2B fintech, SaaS or payments. You do not need a payments background specifically, but you should be curious about how Indian businesses operate internationally and what drives B2B buyer decisions.
You are a strong writer. The exporter audience is varied and sceptical of generic fintech messaging. You should be able to write with precision for a business owner evaluating international payments.
You own outcomes, not just tasks. You are responsible for pipeline contribution from the exports segment, not just for shipping assets.
You are comfortable with ambiguity. Roadmaps shift, and priorities move. You can reprioritise without losing quality on what is already in flight.
You are data-driven. You track what moves the pipeline and use performance data to refine messaging, targeting and campaigns.
You collaborate effectively with Sales, Growth, Design and Product teams to execute GTM initiatives quickly.
