BharatPe has consolidated product and marketing under one leader, appointing Yugal Tiwari as Chief Product and Marketing Officer. Tiwari moves from Paytm, where he most recently held the position of Senior Vice President II, Product.
From consumer payments to merchant fintech
At Paytm, Tiwari’s work touched several critical parts of the consumer app: UPI payments, user onboarding, the home screen, referrals, and rewards and loyalty initiatives. In practice, that means he has operated across the full customer journey—from first-time app use to repeat payments and engagement-led retention.
His earlier stint of more than two years at CRED adds another layer of consumer-focused fintech experience, particularly around digital product development and premium customer experiences.
A combined role designed for habit-led growth
The decision to place product and marketing under a single CPMO is a clear strategic signal. In UPI-led digital payments, winning is less about one-time acquisition and more about daily habits. App opening frequency, transaction repeat rate, referral conversion, and reward redemption become shared business metrics.
This is where Tiwari’s background fits. His Paytm charter across onboarding, referrals, and loyalty is essentially a map of the retention levers that matter in high-frequency consumer fintech.
Marketing leaders can read the appointment through a simple growth loop lens:
- Acquisition: Onboarding and first transaction experience determine whether paid and organic acquisition converts.
- Activation: The app home screen and UPI payment flows shape how quickly a user finds value.
- Retention: Rewards and loyalty mechanics keep users returning beyond a single transaction.
- Referral: Referral experiences turn satisfied users into a distribution channel.
When one leader owns this loop, campaign decisions are more likely to be judged on product adoption and repeat behaviour, not only reach or awareness.
What BharatPe gets
BharatPe continues to build its consumer and merchant ecosystem, and the company has identified product experience and customer engagement as central to growth in the competitive digital payments market. Tiwari will oversee both product and marketing functions, bringing his experience in digital payments, consumer products, and engagement-led initiatives to the company.
The bigger takeaway for marketing teams
For brand and growth teams, this hire suggests that marketing in consumer fintech is becoming inseparable from product design. Instead of handing off a user after a click, teams may need to think about the entire journey: how the first transaction feels, how rewards are communicated, and how referral prompts appear at the right moment.
It also reinforces a growing trend of C-suite roles that blur the traditional boundaries between product, growth, and marketing—especially in digital-first businesses where the product itself is the primary brand experience.
None of this guarantees a shift in strategy, but the leadership structure makes alignment more likely. BharatPe’s next phase will probably be watched closely by fintech and marketing professionals alike.
Source: MediaNews4U
