Google Pay: Flex Credit Card Launch

I distilled the product’s complex technical architecture - such as RuPay-powered interoperability and the 'Stars' reward engine - into a cohesive Value Proposition: 'credit at the speed of UPI.' 

The Result: This framework ensured that every touchpoint, from WhatsApp to in-app banners, stayed focused on the user's primary emotional driver: seamless reward-driven utility.

As this was a 'Version 0.1' product, the backend signals were non-standard and highly complex. I acted as the primary bridge between Product and Engineering, mapping technical event triggers (e.g., KYC drop-offs or Star accumulation) to a multi-channel communication flow.

The Result: This ensured we delivered the right message on the right channel (Push, WhatsApp, or Email) at the exact moment of user friction.

I A/B tested our core messaging. While the tech offered a myriad of benefits such as attractive reward rates and instant rewards, my tests showed that users were most motivated by "Welcome Rewards".

The Result: I pivoted the GTM comms to lead with Rewards, resulting in 20,000+ applications in the launch phase.