Lead - Demand Generation, StartUps

About the Team
Join PayU’s StartUp Sales team within Growth Sales, partnering with founders, investors, and startup operators across India. We operate at the intersection of fintech and startup growth, building high-impact, account-centric programs that position PayU as the preferred payments partner.

About the Role
Own end-to-end ABM for startup accounts with a deep 360° understanding of each account’s business, stakeholders, and journey. You will design and run highly personalized email and WhatsApp-based programs (1:1, 1:few, 1:many) and orchestrate touchpoints with Sales, Content, and Community to drive engagement, pipeline, and revenue.

Key Responsibilities

• Build ABM strategy and tiering (ICP definition, account selection, segmentation, personas, buying committees)
• Design and deploy personalized email and WhatsApp cadences across 1:1, 1:few, and 1:many plays
• Create founder/investor-specific narratives, value props, and assets mapped to lifecycle stages
• Orchestrate campaigns with Sales/SDRs and Marketing (content, events, webinars, communities) for unified journeys
• Operationalize account intelligence: intent signals, technographics, firmographics, and stakeholder mapping
• Implement lead/account scoring, routing, and SLA alignment with Sales for speed-to-lead and follow-up quality
• Set up tracking and dashboards for account engagement, pipeline influence, SQLs, conversion, ROI, CAC
• Run A/B tests on subject lines, copy, CTAs, send times, and WhatsApp templates; iterate rapidly
• Provide regular insights to Leadership and Sales on account health, gaps, and next-best-actions

Requirements

• 3–5 years in ABM/Demand Gen for B2B/SaaS/fintech; proven 1:1 and 1:few ABM execution
• Hands-on expertise building complex email and WhatsApp journeys end-to-end (strategy → ops → reporting)
• Strong CRM and Marketing Automation skills (Salesforce + Netcore or similar), list hygiene, and data integrity
• Proficient with intent data, account insights, and stakeholder mapping; strong copywriting for email/WhatsApp
• Analytics-first: setup of tracking, dashboards, and reporting on MQL→SQL→Revenue with clear ROI
• Excellent cross-functional collaboration; comfortable in fast-paced, target-driven environments
• Understanding of SEO/content helpful for amplification with Marketing, but core focus is ABM orchestration
  

What we offer?

• A positive, get-things-done workplace
• A dynamic, constantly evolving space (change is par for the course – important you are comfortable with this).
• An inclusive environment that ensures we listen to a diverse range of voices when making decisions.
• Ability to learn cutting edge concepts and innovation in an agile start-up environment with a global scale.
• Access to 5000+ training courses accessible anytime/anywhere to support your growth and development (Corporate with top learning partners like Harvard, Coursera, Udacity).

About us: 

At PayU, we are a global fintech investor and our vision is to build a world without financial borders where everyone can prosper. We give people in high growth markets the financial services and products they need to thrive. Our expertise in 18+ high-growth markets enables us to extend the reach of financial services. This drives everything we do, from investing in technology entrepreneurs to offering credit to underserved individuals, to helping merchants buy, sell, and operate online. Being part of Prosus, one of the largest technology investors in the world, gives us the presence and expertise to make a real impact. Find out more at www.payu.in

Our Commitment to Building A Diverse and Inclusive Workforce

As a global and multi-cultural organization with varied ethnicities thriving across locations, we realize that our responsibility towards fulfilling the D&I commitment is huge. Therefore, we continuously strive to create a diverse, inclusive, and safe environment, for all our people, communities, and customers. Our leaders are committed to create an inclusive work culture which enables transparency, flexibility, and unbiased attention to every PayUneer so they can succeed, irrespective of gender, color, or personal faith. An environment where every person feels they belong, that they are listened to, and where they are empowered to speak up. At PayU we have zero tolerance towards any form of prejudice whether a specific race, ethnicity, or of persons with disabilities, or the LGBTQ communities.