About Paytm Paytm is India's leading mobile payments and financial services distribution company. Pioneer of the mobile QR payments revolution in India, Paytm builds technologies that help small businesses with payments and commerce. Paytm’s mission is to serve half a billion Indians and bring them to the mainstream economy with the help of technology. ABOUT THE ROLE Digital Gold & Silver is one of the fastest-scaling propositions in the Wealth portfolio. As Senior Business Analyst, you will own the numbers end to end from acquisition through retention, churn, revenue and GMV. This is not a reporting role: you will frame problems independently, find root causes, size opportunities, and convert them into growth recommendations that Marketing and Business teams act on. KEY RESPONSIBILITIES Business Insights & Growth • Drive data-led growth across the acquisition, retention, churn, revenue and GMV lifecycle. • Own deep-dive analytics to identify key drivers and opportunities for acquisition, engagement, retention and churn reduction. • Drive Revenue and GMV growth in line with the Annual Operating Plan (AOP) through actionable insights and growth recommendations. Customer & Lifecycle Analytics • Analyse cohorts, journeys, segments and behavioural trends to improve customer lifetime value and repeat transactions. • Build cohort and retention frameworks (D0/D7/D30, monthly triangles) across new, reactivated and repeat users. • Diagnose churn and cancellation drivers and recommend structural fixes, not surface-level corrections. Campaign Efficacy & Attribution • Measure and optimize campaign efficacy — identifying the right segments, propositions, channels and levers to maximize incremental GMV and revenue. • Conduct funnel, cohort, campaign and attribution analysis to identify performance gaps and recommend corrective actions. • Reconcile promotional burn against incremental GMV; establish ROI and cost-per-incremental-user benchmarks by campaign and segment. • Ana
