Mumbai · Senior Marketing Leader · FinTech · Growth · Brand

Sriram
Subramanian

FinTech Marketing · Consumer Growth · AI-Driven Campaigns

Eleven years building growth for India's most consequential fintech platforms. From payments infrastructure trusted by 1.4 billion people, to a leading crypto exchange, to a regulated investment marketplace. I translate market complexity into compelling consumer stories — and ambiguity into measurable, sustained growth.

Say Hello → View My Career
Sriram Subramanian

// Marketer · Builder · Storyteller

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Years Experience
FinTech · Payments · Crypto
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National Brands Built
NPCI · CoinDCX · IndiaBonds
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Acquisition Growth
IndiaBonds YoY
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Ad Films Produced
TV · Digital · Brand
About

The Story
Behind the Numbers

I've been fortunate to work on brands that matter. At NPCI, I was part of the team marketing UPI and RuPay to a nation of 1.4 billion — products now adopted in UAE, Singapore, France, the UK, and 10+ countries as the global real-time payments standard. At CoinDCX, I helped build a derivatives trading vertical from scratch. At IndiaBonds, I've been working on making retail bond investing accessible to everyday Indians.

What I try to do well is hold two things at once — analytical rigour (attribution models, funnel analysis, CAC/LTV) and creative brand instinct (campaign narratives, agency collaboration, founder voice). I've managed multi-crore budgets and small teams, while still being the person who writes the first draft of campaign copy.

Outside of work, I love to travel, run, and read. I find that curiosity — about people, places, and markets — tends to be the most transferable skill in marketing. Also, I build small tools and tinker with technology when I get the time.

📈 Full-Funnel Growth
Acquisition to retention to revenue. CAC, LTV, cohort analysis, CRM automation, A/B experimentation — with accountability for outcomes, not just outputs.
🤖 AI-Native Marketing
LLM-powered content pipelines, agentic campaign automation via MoEngage, predictive CLV models — quietly doing this before it became a talking point.
⚖️ Regulated Market Specialist
SEBI, RBI, and crypto compliance translated into high-converting, user-first messaging — a context most marketers haven't had to navigate.
🎬 Brand Custodian
TV campaigns, digital ad films, brand repositioning, agency management. Built and maintained brand equity for platforms used by millions.
Work I'm proud of

Campaigns &
Ad Films

A selection of brand campaigns and ad films I've been part of — from national payments infrastructure to crypto and fixed-income investing.

NPCI · Bharat BillPay
Bindaas BillPay Campaign

Brand repositioning of Bharat BillPay — consumer research, identity overhaul, and integrated ATL/BTL execution. Featured in BestMediaInfo.

▶ Watch Ad Film 📰 Media Coverage
CoinDCX
Future Yahi Hai Campaign

National brand campaign positioning CoinDCX as the future of investing for mainstream India. Two ad film series.

▶ Film 1 ▶ Film 2
IndiaBonds
#ApnaTohFixedHai + Brand Films

Campaign series building the category for retail bond investing in India — hero film, brand films, and ongoing digital content.

▶ Hero Film ▶ Brand Film 1 ▶ Film 2 ▶ Film 3
Career

Where I've
Made My Mark

Mar 2024 — PresentMumbai, India
Head of Marketing
IndiaBonds (IB Future Tech Private Limited)
SEBI-registered OBPP · India's leading retail fixed-income investment platform
  • Architected and executed a ₹20 Cr integrated marketing strategy — CNBC-TV18 "Bond Street" partnership, Radio, Google, Meta, Bing, Taboola, print, and events
  • Delivered 130% user acquisition growth and 200% monthly growth in verified sign-ups through analytics-led performance marketing
  • Scaled KYC conversion from 7.5% → 38% (a 5x improvement) through AI-assisted lifecycle automation and CRM journeys via MoEngage
  • Built a 1,750+ partner ecosystem (IFAs, CAs, RIAs) through automated email/WhatsApp journeys and structured RM collaboration programs
  • Managed a $1.2M+ annual budget with full P&L accountability; improved domain authority 18 points and grew earned media 55%
Jun 2021 — Mar 2024Bengaluru, India
Senior Manager — Marketing
CoinDCX
India's largest cryptocurrency exchange · 10M+ users
  • Built derivatives trading marketing from zero — scaling volume $0 → $1B with 45x revenue growth, 1,800 high-intent conversions, 70% user retention
  • Scaled platform to 10M+ users in under two years through performance-led acquisition and social-first content campaigns
  • Led Kantar consumer research, translating insights into campaigns achieving 15% brand awareness growth and 30% engagement uplift
  • Managed a $1.2M+ annual budget across performance, brand, and creator partnership channels
Aug 2019 — Jun 2021Mumbai, India
Marketing Manager
NPCI — National Payments Corporation of India
UPI · RuPay · Bharat BillPay · BHIM · 640M+ daily transactions · global standard in 10+ countries
  • Marketed UPI, RuPay, Bharat BillPay, and BHIM to 1.4 billion Indians — UPI is now the global real-time payments standard in UAE, Singapore, France, UK, and 10+ countries
  • Spearheaded the full brand repositioning of Bharat BillPay — consumer research, identity overhaul, and integrated ATL/BTL/digital execution
  • Launched 'Bindaas BillPay' and 'Be Assured', driving measurable uplift in recurring digital payment volumes
  • Managed a $2.4M digital budget, achieving 25% growth in recurring payment transaction volumes
Jun 2018 — Aug 2019Mumbai, India
Social Media & Account Management
Ethinos Digital Marketing
  • Managed integrated digital strategy for NPCI's brand portfolio — achieving 20% engagement growth and 25% follower acquisition across all channels
Nov 2015 — Jun 2018Mumbai, India
Senior Digital Marketing Executive
Webbie Solutions Pvt. Ltd.
  • Delivered 200% organic traffic growth in 6 months through comprehensive SEO, content strategy, and on-page optimisation programs
Capabilities

What I
Bring to Every Role

⚡
Performance & Growth
Google AdsMeta AdsBingTaboolaApp CampaignsCAC OptimisationLTV Modelling
🔁
CRM & Lifecycle Automation
MoEngageCleverTapHubSpotSalesforceDrip FlowsWhatsApp API
📊
Analytics & Experimentation
GA4AmplitudeMixPanelMetabaseSQLA/B TestingAttribution
🤖
AI-Powered Marketing
LLM PipelinesAgentic AutomationPredictive CLVPrompt Engineering
📣
Integrated Campaigns
ATL (TV, Radio)BTL (Print, OOH)Social-FirstBrand PartnershipsPR & Earned Media
🚀
Product Marketing & GTM
PositioningMessagingConsumer InsightsProduct LaunchesCompetitive Analysis
Beyond the Boardroom

A Few Things
That Keep Me Grounded

I run. Not competitively, but consistently — half marathons and long weekend runs keep my head clear and my patience intact. It's a good reminder that most worthwhile things take longer than you expect, and that showing up matters more than having the perfect plan.

I also try to stay curious about things outside my field — technology, finance, writing, and culture. I find that the best marketing ideas often come from the least obvious places. A book, a conversation with a stranger in a new city, or a product that just feels right.

"Showing up every day with curiosity beats showing up occasionally with brilliance."
Consistency🏃
Curiosity📚
Patience🎯
21K
Half Marathon Runner
Early
Morning Person
Always
Learning Something
Books
Finance · Tech · Travel
World Perspective

Travel is
What Fills My Soul

I travel because it genuinely makes me happy. There's something about arriving somewhere unfamiliar — the food, the pace, the way people interact — that quietly resets everything. It's contentment in its simplest form.

Every place I visit teaches me something I didn't expect to learn. Different cultures carry different assumptions about money, trust, design, and communication — and those differences have quietly shaped how I think about brand and audience in ways no textbook could.

🇯🇵 Japan 🇻🇳 Vietnam 🇭🇰 Hong Kong 🇲🇴 Macau 🇲🇾 Malaysia 🇦🇪 UAE 🇮🇳 India
Social

Find Me
on Instagram

A real-time window into my world — from marathon mornings and gym sessions, to marketing thoughts, travel diaries, and the everyday moments that make life worth documenting.

📸

@srirams92

Follow for marketing, fitness & travel

Follow on Instagram →
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💪
📊
🌏
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Open to interesting conversations

Have an idea?
Let's talk.

If you're working on something interesting and think I could add value — whether as a collaborator, advisor, or full-time — I'm genuinely happy to have that conversation. No pitch needed, just drop a note.

shrisn9@gmail.com →
inLinkedIn 𝕏@dekhokaun 📸@sriram_supermanian
📍 Mumbai, India