Director Issuance & Engagement

The Director Issuance & Engagement will own the end-to-end user growth, engagement, monetization, and lifecycle strategy for offline payment customers. This role is responsible for ensuring that customers adopt, repeatedly use, and deepen their usage of offline payment use cases (QR, NFC, in-store payments). The role blends product-led growth, lifecycle marketing, analytics, experimentation, loyalty, and monetization, with a singular focus on driving habitual daily usage of offline payments.

Duties and Responsibilities:

• Own user growth and engagement strategy for offline payment use cases across QR, NFC, and in-store merchant payments
• Design and execute habit-forming mechanisms that drive daily and weekly payment usage
• Expand offline payment use cases per user (e.g., grocery, transport, dining, fuel, convenience retail)
• Drive cross-sell from P2P / online use cases into offline payments
• Build and scale a repeatable issuance growth engine covering user acquisition to offline payments, first-transaction conversion, repeat usage and frequency uplift
• Partner closely with Merchant Acquisition, Product, and Marketing teams to ensure supply-side readiness to fuel demand-side growth
• Own end-to-end lifecycle management for offline payment users:
• Onboarding & education
• Activation & first payment
• Engagement & frequency growth
• Dormancy prevention and reactivation
• Design trigger-based journeys based on user behavior, location, spend patterns, and merchant interactions
• Create personalized lifecycle paths for different user cohorts
• Own and continuously optimize offline payment funnels, including:
• App entry → scan → authorization → payment success
• Identify friction points across UX, payments flow, and merchant experience
• Work with Product and Engineering to reduce drop-offs and payment failures
• Track and improve conversion rates at every funnel stage
• Establish a structured experimentation culture for issuance and engagement
• Run continuous A/B and multivariate tests across, Incentives, Messaging, UX flows and Rewards structures
• Ensure experiments are statistically valid, insight-driven, and tied to business outcomes
• Scale winning experiments into permanent growth levers
• Design and manage referral programs that drive offline payment adoption
• Integrate referrals into everyday payment moments (e.g., split bills, shared rewards)
• Own offline payments loyalty strategy, including cashback programs, points-based rewards and tiered loyalty structures
• Manage campaigns funded internally and by merchants in collaboration with the Merchant Ecosystem Enablement team
• Ensure rewards drive incremental behavior, not just subsidized transactions
• Design localized, merchant-driven, and category-specific campaigns
• Coordinate with Brand, Merchant, and Partnerships teams for joint activations
• Ensure campaign execution excellence across push, in-app, banners, and merchant touchpoints
• Act as the user operations voice in product roadmap discussions to recommend UX improvements, feature enhancements and simplified payment flows
• Drive upgrades to user journeys based on behavioral insights, experimentation results, and customer feedback
• Own analytics and insights for offline payment users
• Build dashboards tracking MAU, DAU, ARPU, CLV, frequency, cohort retention and funnel performance
• Partner with Data Science teams for advanced segmentation and prediction models
• Introduce gamification mechanics to increase engagement and habit formation.Manage multiple cross-functional initiatives and foster effective communication across internal and external stakeholders.
• Ensure effective communication with internal and external stakeholders on progress, challenges, and initiatives.
• Develop procedures and controls to promote smooth information flow and alignment across teams
• Incumbent shall be responsible to adhere by Easypaisa Bank Behaviors in all aspects of his/her work conduct

Role Relationship

Internal

• Operations
• Products Team
• Regional Sales Team
• Technology (Planning, Development)

External

• Merchants

Knowledge and Experience

Education:

Minimum Bachelor’s Degree in Business, Marketing, Finance, Data Science, Statistics/Mathematics. Masters degree in similar fields is also highly recommended

Experience:

10 to 15 Years of experience in 10–15+ years experience in fintech, super-apps, payments, or consumer platforms

Strong background in User Growth and Lifecycle management or Product-led growth

Proven experience owning MAU, DAU, ARPU, CLV at scale

Deep understanding of offline payment ecosystems

Strong analytics and experimentation mindset

Experience building loyalty, rewards, and cashback programs

Ability to balance growth velocity with sustainable unit economics

Strong understanding of merchant lifecycle, CLM, onboarding compliance, and throughput optimization.

Behavioral Skills & Competencies:

• Strong understanding of payments, acquiring, QR/POS, and digital wallets
• Deep understanding of data base management and in-depth data exploration is a must have
• Proficient in MS Office (MS Word, Excel, PowerPoint) and campaign tools
• Deep understanding of merchant acquiring business
• Written and verbal communication skills
• Ability to handle pressure situations
• Team Management Skills
• Quick to learn and dynamic personality