Associate Director - App Monetization and Growth

About the job

Who we are!

A melting pot of culture, talent, experience, and diversity. That’s what we are! Pine Labs is one happy union of go-getters who are marching towards our ambition to emerge as a world-class fintech organisation. The company is run by a highly experienced management team, led by several industry veterans including CEO Amrish Rau. Under Amrish, Pine Labs has transformed itself from being regarded as just a point-of-sale payment service provider to a full-stack digital payments company serving the offline and online needs of its merchant and enterprise partners. Incorporated in Singapore, the key investors of Pine Labs include Sequoia India, Actis Capital, Temasek, PayPal and Mastercard. To know more, please visit www.pinelabs.com.

What we do!

Pine Labs is one of the fastest growing fintech companies in India and is rapidly expanding its footprint in Southeast Asia, West Asia, and the UAE. A leading merchant commerce omnichannel platform, Pine Labs’ tech-first approach to digital payments and focus on simplification at the front end aims to help many businesses embrace fintech products at scale.

In online payments, our Plural offering represents a one-stop payment destination across channels. Plural is designed to deliver secure and frictionless online payment experiences to the end user, powered by an advanced tech stack that can augment an existing online business or build an all-new e-commerce payment setup from the ground up.

In issuing, Qwikcilver serves leading corporates, Fast-Moving Consumer Goods (FMCG) brands, e-commerce companies, the Banking, Financial Services and Insurance (BFSI) sector and the airlines industry, with a presence across India, the Middle East, Southeast Asia and Australia. Qwikcilver is a go-to gift card provider among companies looking to, among other things, bolster their employee rewards program and issue closed-loop gift cards for customer acquisition.

In consumer app, Fave is a fintech platform for the next generation of consumers, providing smart payments and savings, while empowering merchants with a loyalty solution to grow and engage with their customers in a whole new way.

Core Pillars of the Role

1. Acquisition & Activation

• Define and execute the merchant acquisition and onboarding strategy for Pine One.
• Simplify signup, KYC, and activation processes — targeting sub-10-minute onboarding.
• Drive

  sales- and field-led activations

  to increase app penetration across merchants.
• Deploy onboarding nudges, guided flows, and early habit hooks to improve first-week retention.

2. Monetization

• Develop and execute

  in-app monetization strategies

  across value-added services (VAS), EMI, offers, loyalty, and billing plans.
• Identify revenue-generating merchant segments; create targeted upsell and cross-sell journeys.
• Partner with Product and Business teams to structure pricing, incentives, and merchant-level monetization programs.
• Lead experimentation on subscription models, pay-per-use VAS, and reward-based monetization.
• Drive consistent improvement in

  ARPM (Average Revenue per Merchant)

  and

  feature-level ROI

  .

3. Surface Monetization (In-App Revenue Surfaces)

• Build and manage

  Pine One’s in-app commercial real estate strategy

  — banners, placements, partner offers, and sponsored modules.
• Create a scalable

  Surfaces Monetization Framework

  for brand and ecosystem partners (banks, OEMs, fintechs).
• Work with Product and Design teams to define placement logic, visibility rules, and inventory rotation to balance UX and monetization.
• Collaborate with Sales, Offer, and Partnership teams to drive revenue through

  co-branded placements, promotions, and content surfaces

  .
• Establish performance metrics for surface revenue, CTR, conversion uplift, and incremental partner ROI.

4. Engagement & Retention

• Lead CRM-driven engagement programs via in-app, push, WhatsApp, and email channels.
• Build personalized journeys to increase feature adoption (settlements, EMI tracking, offers, support).
• Improve merchant stickiness through gamified milestones, insights, and regular product communication.
• Partner with CX to address churn drivers and improve repeat usage through continuous feedback loops.

5. Analytics & Insights

• Define Pine One’s

  growth and monetization dashboard

  , including DAU, MAU, activation, retention, ARPM, and surface CTR metrics.
• Conduct A/B testing, funnel optimization, and behavioral analytics to refine the user experience.
• Translate insights into product and marketing decisions that drive measurable growth.

Key Success Metrics

• Merchant Activation & Retention (%)
• Daily/Monthly Active Merchants (DAU/MAU)

• Average Revenue per Merchant (ARPM)

• Surface Monetization Revenue & CTR

• Feature Adoption & Repeat Usage
• Merchant NPS & App Store Ratings

Skills & Experience Required

• 5–10 years of experience in

  App Growth, Product Monetization, or Digital Strategy

  , ideally in

  Fintech, B2B, or Merchant Platforms

  .
• Proven record in

  driving app adoption and monetization

  , ideally within merchant or partner ecosystems.
• Strong understanding of

  app surfaces, in-app commerce, and partnership monetization frameworks

  .
• Hands-on with

  CleverTap, Mixpanel, Firebase, AppsFlyer, MoEngage, or Looker

  .
• Analytical mindset with strong A/B testing and funnel optimization expertise.
• Excellent collaboration skills across Product, Business, and Marketing functions.

Preferred Background

• Experience in

  merchant ecosystems

  (Pine Labs, Razorpay, Paytm, PhonePe, BharatPe, etc.).
• Understanding of

  merchant payments, EMI, loyalty, offers, and value-added services

  .
• Exposure to

  ad tech or surface monetization models

  (app inventory sales, brand placements).