AI Creative Head

About PhonePe Limited:

Headquartered in India, its flagship product, the PhonePe digital payments app,
was launched in Aug 2016. As of April 2025, PhonePe has over 60 Crore (600
Million) registered users and a digital payments acceptance network spread
across over 4 Crore (40+ million) merchants. PhonePe also processes over 33
Crore (330+ Million) transactions daily with an Annualized Total Payment Value
(TPV) of over INR 150 lakh crore. 

PhonePe’s portfolio of businesses includes the distribution of financial
products (Insurance, Lending, and Wealth) as well as new consumer tech
businesses (Pincode - hyperlocal e-commerce and Indus AppStore Localized App
Store for the Android ecosystem) in India, which are aligned with the company’s
vision to offer every Indian an equal opportunity to accelerate their progress
by unlocking the flow of money and access to services.

Culture:

At PhonePe, we go the extra mile to make sure you can bring your best self to
work, Everyday!. And that starts with creating the right environment for you. We
empower people and trust them to do the right  thing. Here, you own your work
from start to finish, right from day one. PhonePe-rs solve complex problems and
execute quickly; often building frameworks from scratch. If you’re excited by
the idea of building platforms that touch millions, ideating with some of  the
best minds in the country and executing on your dreams with purpose and speed,
join us!

THE MANDATE

PhonePe Group is building one of India’s first fully AI-native marketing
organizations. We are not just looking for someone to experiment with AI. We
want a leader who will change how our team of over 100 marketers thinks, works,
and delivers. The AI Creative Head is the architect of this transformation. You
will own the strategy, infrastructure, and culture change needed to empower
every marketer at PhonePe. You will build a team of AI specialists, create the
playbook, and set the metrics. You will be accountable for measurable
improvements in marketing speed, creative quality, and operational efficiency.
This is a strategic leadership role, not just a hands-on position. You will
report directly to the HOD and help design the future of our marketing.

CORE COMPETENCIES

* Visionary Curiosity: You anticipate AI trends rather than just tracking them.
You have been building with AI tools since the early days. You can see where
the industry will be in a year and prepare the organization to get there
first.
* Focus on Architecture: You have moved beyond simple prototyping. You think in
terms of scalable workflows, governance frameworks, and team structures that
will last.
* Executive Influence: You can confidently explain to senior leadership why AI
needs budget, headcount, and strategic priority. You focus on business
outcomes instead of just tool features.
* Culture Engineering: You understand that new tools fail without a change in
mindset. You have successfully built cultures of experimentation in the past.
* Innovation with Accountability: You push boundaries while measuring
everything. You can link every AI initiative to time saved, revenue growth,
or improved quality.
* Macro Understanding: You have a deep understanding of consumer behavior. You
can spot cultural shifts and turn them into marketing strategies that connect
with our diverse users.

WHAT YOU WILL OWN

AI Transformation Strategy & Roadmap

* Define the annual AI adoption plan for the entire marketing organization.
* Identify and prioritize the most impactful AI use cases based on feasibility
and team readiness.
* Build the business case for AI integration by projecting efficiency gains,
resource optimization, and quality improvements.
* Share quarterly progress and recommendations with executive leadership using
clear metrics.

Building & Leading the Team

* Hire and develop a team of AI specialists and prompt engineers to work
alongside marketing squads.
* Design the best organizational structure for the AI function.
* Create performance frameworks and career paths for this entirely new team.

AI Infrastructure & Tooling Ecosystem

* Manage the marketing AI stack by evaluating and integrating tools like
language models, image generators, and workflow automation.
* Build and maintain a central playbook containing prompt libraries, workflow
templates, and compliance guidelines.
* Design workflows using tools like N8N, Zapier, Make, and custom APIs to
automate marketing tasks.
* Set up quality control processes, including brand safety checks and human
review for AI-generated content.

Cross-Functional Enablement & Change Management

* Run a structured training program with onboarding, skill assessments, and
ongoing learning for over 100 marketers.
* Work closely with Product, Engineering, Data Science, and Legal teams to
ensure tools are compliant and scalable.
* Track adoption metrics closely, including active usage, completion rates, and
team satisfaction.
* Act as the internal champion for AI transformation by presenting at meetings
and building excitement.

Creative & Performance Impact

* Drive measurable improvements in creative output speed and campaign
iteration.
* Work with performance marketing leads to integrate AI into media buying and
creative optimization.
* Collaborate with brand and content teams to produce higher-quality content
faster while protecting brand integrity.

SKILLS REQUIRED

Gen AI Mastery

* You have built reliable, production-grade AI workflows at scale.
* You have deep experience with language models like GPT, Claude, and Gemini.
* You are experienced with image generation tools like Midjourney and DALL-E,
and video tools like Runway.
* You understand prompt engineering, architecture frameworks, and when to build
versus buy.
* You can quickly evaluate new AI tools and make confident decisions.

Marketing Domain Depth

* You have 8 to 12 or more years of marketing experience across areas like
performance marketing, brand strategy, or growth.
* You have managed large-scale marketing operations with high budgets and teams
of over 10 people.
* You understand the full marketing stack, including paid media, CRM platforms,
analytics, and creative production.
* Experience in fintech or high-growth consumer apps is highly preferred.

Leadership & Stakeholder Management

* You have a proven track record of building teams in fast-moving environments.
* You can communicate clearly and effectively with executives and the board.
* You are an expert in change management and driving the adoption of new
processes.
* You collaborate seamlessly with technical and legal teams without needing
close supervision.

MINDSET TO SUCCEED

* Total Ownership: You take responsibility for the outcome of AI transformation
across the entire marketing organization. If a team is not adopting AI, you
step in to help them.


* Comfort with Ambiguity: You thrive in a constantly changing landscape where
there is no existing playbook. You are energized by building processes from
scratch. You make strong decisions with incomplete information and adjust
quickly.


* Systems Thinking: You focus on building repeatable systems and frameworks
that solve problems across the entire organization.

IDEAL CANDIDATE PROFILE

* 8 to 12 or more years in marketing, with at least 2 to 3 years leading teams
of 5 or more.
* Hands-on experience building AI workflows and automation systems.
* Proven success in driving process or culture changes across an organization
of over 100 people.
* A strong builder's mindset.
* A background in fintech, consumer tech, or high-growth digital businesses.
* Public speaking experience or published thought leadership on AI in marketing
is a bonus.

WHY THIS ROLE MATTERS

This is not just an innovation experiment. PhonePe believes AI-native marketing
will be a major competitive advantage over the next three years. The AI Creative
Head will be the leader who makes this happen. You will have the resources,
budget, and executive support to change how one of India's largest consumer tech
companies operates. If you want to build a new function from the ground up with
real ambition, this is the opportunity.

PhonePe Full Time Employee Benefits (Not applicable for Intern or Contract
Roles)

* Insurance Benefits - Medical Insurance, Critical Illness Insurance,
Accidental Insurance, Life Insurance
* Wellness Program - Employee Assistance Program, Onsite Medical Center,
Emergency Support System
* Parental Support - Maternity Benefit, Paternity Benefit Program, Adoption
Assistance Program, Day-care Support Program
* Mobility Benefits - Relocation benefits, Transfer Support Policy, Travel
Policy
* Retirement Benefits - Employee PF Contribution, Flexible PF Contribution,
Gratuity, NPS, Leave Encashment 
* Other Benefits - Higher Education Assistance, Car Lease, Salary Advance
Policy

Our inclusive culture promotes individual expression, creativity, innovation,
and achievement and in turn helps us better understand and serve our customers.
We see ourselves as a place for intellectual curiosity,  ideas and debates,
where diverse perspectives lead to deeper understanding and better quality
results. PhonePe is an equal opportunity employer and is committed to treating
all its employees and job applicants equally; regardless of  gender, sexual
preference, religion, race, color or disability. If you have a disability or
special need that requires assistance or reasonable accommodation, during the
application and hiring process, including support for the interview or
onboarding process, please fill out this form.
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Read more about PhonePe on our blog [https://www.phonepe.com/blog/].

Life at PhonePe [https://www.phonepe.com/blog/life-at-phonepe/]

PhonePe in the news [https://www.phonepe.com/press/]