About the role
About the role
Paytm for Business serves millions of merchants across India, from kirana stores to large enterprises. Most of them prefer content in their own language and in short video formats.
As Content Manager, you will own campaign communications for Paytm for Business products and lead our vernacular and AI-led video content. You will use generative AI tools to produce high-quality content at scale, in multiple Indian languages, faster than traditional production allows.
Key responsibilities
Campaign communications
Own end-to-end communication for product launches and marketing campaigns across Soundbox, EDC/card machines, payment gateway, loans and other merchant offerings.
Write and approve copy across channels: push, SMS, WhatsApp, in-app, email, social media and offline collateral.
Work with product, growth, brand and business teams to turn briefs into clear, merchant-friendly messaging.
Keep tone, messaging and brand guidelines consistent across all touchpoints.
Vernacular content using AI
Lead content creation in key Indian languages such as Hindi, Tamil, Telugu, Kannada, Marathi, Bengali and Gujarati.
Build AI-assisted workflows for translation, transcreation and localisation, with human review for accuracy and cultural fit.
Set quality standards for vernacular output and make sure it reads as native, not translated.
AI-led video generation
Plan and produce short-form videos using generative AI tools for scripting, avatars, voiceovers, dubbing, image and video generation.
Create explainers, product demos, how-to videos, social content and ad creatives at scale, including multi-language versions.
Track new AI video tools, test them, and adopt the ones that improve quality, speed or cost.
BTL content
Lead content for below-the-line merchant marketing: standees, posters, danglers, QR stands, leaflets, merchant kits, and on-ground activation material.
Work with designers and writers to brief, review and sign off BTL creatives, ensuring the messaging is clear and in the right local language for each region.
Partner with sales and field teams to understand what works at the merchant counter, and adapt content for different regions and merchant types.
Team and process
Manage content specialists, freelancers and agencies; review and give feedback on their work.
Build prompt libraries, templates and repeatable workflows for the team.
Track content performance (CTR, views, engagement, conversion) and use the data to improve future campaigns.
Ensure all content follows brand, legal and regulatory (RBI/NPCI) guidelines.
Must-have qualifications
4–7 years in content marketing, campaign communications or brand content, ideally in fintech, payments or consumer tech.
Excellent writing in English and Hindi; strong judgement on vernacular content quality.
Hands-on experience with generative AI tools for text and video, such as ChatGPT, Claude, Gemini, HeyGen, Synthesia, Runway, ElevenLabs or similar.
A portfolio showing AI-generated or AI-assisted video work.
Experience running multi-channel campaigns from brief to launch, including BTL and on-ground collateral, working closely with designers and writers.
Ability to manage several projects and stakeholders under tight timelines.
Bachelor’s degree in mass communication, marketing, English or a related field.
Good to have
Fluency in one or more regional languages beyond Hindi.
Experience creating content for small businesses, merchants or Bharat audiences.
Basic video editing skills (Premiere Pro, CapCut, Canva or similar).
Familiarity with performance marketing metrics and A/B testing creatives.
Experience managing a small team or an agency.
What success looks like
Campaign comms go live on time and on brand, with improving CTR and conversion.
Vernacular content is available in all priority languages for every major launch.
AI-led workflows measurably cut video production time and cost.
A reusable library of templates, prompts and assets that the wider team can use.