Associate Director - Product Growth & GTM

About the job

Pine Labs is a leading fintech company building technology and financial solutions across payments, commerce and embedded finance for businesses and consumers across the Global South. With a strong presence across multiple markets, Pine Labs enables businesses with digital payments, financial services and commerce solutions, helping them grow and operate more efficiently.

Join us to be part of a fast-paced, innovative fintech environment with opportunities to work on high-impact business and finance initiatives.

Role Purpose

As an Associate Director – Product Growth & GTM, you will own the growth strategy for one or more Pine Labs product businesses. Sitting at the intersection of Product, Sales and Marketing, you will define how products are positioned, launched, acquired and scaled.

You will work closely with Product, Sales, Demand Generation, CRM, Martech, Events and Brand teams to build integrated GTM plans, drive merchant acquisition, improve product adoption and accelerate business growth.

This role is ideal for someone who enjoys solving growth problems, building category strategies and leading cross-functional initiatives rather than managing individual marketing channels.

What you'll own

Product Growth Strategy

• Own the growth strategy for assigned product categories.

• Identify opportunities to increase awareness, merchant acquisition, adoption and engagement.

• Translate business priorities into integrated marketing plans.

Go-to-Market Leadership

• Lead GTM strategy for new products and key feature launches.

• Define positioning, messaging, target audiences and launch plans.

• Ensure successful execution across all marketing and sales touchpoints.

Merchant Acquisition

• Build acquisition strategies for Retail and other business verticals by partnering with Demand Generation, Organic, Martech and Events teams.

• Define audience strategy, growth levers and marketing priorities to improve lead quality and business outcomes.

Product Adoption & CRM

• Partner with CRM and Product teams to identify customer touchpoints and product surfaces that improve awareness, onboarding, feature discovery and cross-sell.

• Drive lifecycle marketing initiatives that increase product adoption and engagement.

Category & Market Insights

• Develop a strong understanding of merchant needs, customer behaviour and competitive trends.

• Build differentiated category narratives and identify new growth opportunities.

Sales Enablement

• Create product narratives, sales playbooks, customer stories and GTM assets that strengthen customer conversations and improve sales effectiveness.

Cross-functional Leadership

• Act as the marketing lead for your product portfolio, partnering with Product, Sales, Demand Generation, CRM, Brand and Digital teams to ensure aligned execution.

What we're looking for

• 7–12 years of experience in GTM, Growth Strategy or Category Marketing.

• Experience in B2B SaaS, fintech, payments or technology businesses.

• Proven track record of leading product launches and growth initiatives.

• Strong understanding of customer lifecycle marketing and merchant acquisition.

• Experience working with cross-functional leadership teams.

What Success will look like

• Successful GTMs for new products and feature launches.

• Strong merchant acquisition and product adoption strategies.

• Clear product positioning and category narratives.

• High-quality sales enablement and GTM assets.

• Cross-functional alignment across Product, Sales and Marketing.

• Measurable business impact through integrated growth initiatives.

What we value in our people.

• You take the Shot
: You decide fast and deliver right

• You are the CEO of what you
do
: You show ownership and make things happen.

• You own tomorrow:
You build solutions for the merchants and do the right thing.

• You sign your work like an artist
: You seek to learn and take pride in the work you do.

• You are the Sherpa:
You take people along and act in the interest of Pine Labs.

• You care with tough love
: You empower others and help people grow.