EM Issuance Growth & Engagement- On-US

Easypaisa, Pakistan’s first digital bank, has significantly advanced the country’s digital finance landscape. Supported by Telenor Group, a leading telecom operator in Asia and the Nordics, and Ant Group, the force behind Alipay, Easypaisa delivers secure and convenient financial solutions to millions of Pakistanis. The Manager – On-Us Issuance Growth will play a critical role in driving transaction growth across Easypaisa QR merchants by maximizing throughput at Easypaisa acceptance points. This includes transactions from both Easypaisa wallet users and non-Easypaisa customers through interoperable flows. The role is responsible for the commercial performance of the On-Us ecosystem by increasing merchant productivity, expanding the active customer base, enhancing customer-to-merchant density, and ensuring sustainable throughput growth. It combines commercial execution, merchant-level performance management, campaign ownership, and analytics-driven optimization to achieve scalable issuance growth within the Easypaisa merchant network.

Key Responsibilities:
- Own total On-Us transaction growth across Easypaisa QR merchants.
- Increase Monthly Active Customers (MAC) and Daily Active Customers (DAC) transacting on Easypaisa merchants, including both Easypaisa and non-Easypaisa users.
- Improve customer-to-merchant throughput in terms of volume and value per merchant.
- Enhance merchant productivity and transaction intensity.
- Strengthen On-Us share within the overall QR ecosystem.
- Design and implement merchant-cluster campaigns to drive footfall and wallet acceptance usage.
- Manage promotional and incentive budgets to maximize ROI and incremental throughput.
- Collaborate with Sales and Merchant Acquisition teams to identify and activate underperforming clusters.
- Drive first-time usage uplift at newly onboarded merchants.
- Monitor and optimize transaction success rates and address friction points.
- Track the On-Us mix between Easypaisa and non-Easypaisa customers and identify growth levers.
- Build and maintain dashboards tracking MAU, DAU, throughput, merchant productivity, ARPU, and retention metrics.
- Conduct cohort analysis to identify high-value merchant clusters and customer segments.
- Provide commercial performance insights and growth forecasts to leadership.
- Ensure cost-to-throughput efficiency and maintain strict budget governance.
- Utilize strong SQL skills for advanced data extraction, cohort analysis, and campaign performance tracking.
- Employ advanced Excel skills and experience with BI tools such as Power BI or Tableau.
- Work extensively with large transactional datasets applying analytical techniques such as cohort analysis, funnel analysis, segmentation, attribution modeling, and predictive analytics.
- Apply a strong understanding of customer lifecycle management, distribution-led growth, marketing analytics, and ecosystem-based business models, preferably within fintech or digital payments.
- Adhere to Easypaisa Bank Behaviors in all aspects of work conduct.

Required Qualifications:
- Minimum Bachelor’s Degree in Business, Marketing, Finance, Data Science, Statistics, or Mathematics. A Master’s degree in related fields is highly recommended.
- 4 to 8 years of experience in fintech, super-apps, payments, or consumer platforms.
- Proven experience managing budgets and delivering measurable commercial impact.
- Strong background in User Growth, Lifecycle Management, or Product-led Growth.
- Demonstrated success in owning MAU, DAU, ARPU, and CLV at scale.
- Strong analytics and experimentation mindset.
- Experience designing and managing loyalty, rewards, and cashback programs.

Behavioral Skills and Competencies:
- Deep understanding of payments, acquiring, QR/POS, and digital wallets.
- Proficiency in database management and advanced data exploration.
- Skilled in MS Office (Word, Excel, PowerPoint) and campaign management tools.
- Comprehensive knowledge of the merchant acquiring business.
- Excellent written and verbal communication skills.
- Ability to perform effectively under pressure.
- Strong team management capabilities.
- Quick learner with a dynamic and adaptable personality.

This role offers the opportunity to contribute to a pioneering digital bank’s growth by leveraging data-driven strategies and commercial acumen to enhance the digital payments ecosystem in Pakistan.