Senior Associate Business Analytics

The role provides data-driven insight and decision support to the product, growth and commercial teams responsible forNPCI flagship payment products (RuPay, UPI, Acceptance, NETC) and is accountable for converting portfolio data intoclear actions that improve growth, retention and profitability. The position embeds analytics early in the product andoffer lifecycle, enabling faster and better-informed decisions on segmentation, pricing, benefits and customer engagement. The role is expected to challenge existing assumptions with evidence, build reusable analytical capabilityand data assets for use across teams, and partner with stakeholders to solve complex product and portfolio problems atNPCI and its subsidiary (the “Company”).Data Assets: Build and maintain reusable, well-documented data assets for NPCIflagship payment products (RuPay, UPI, Acceptance, NETC) for consumption across analytics, product, risk andcommercial teams. · Standards & Governance: Establish common metric definitions, documentation and data-qualitystandards for analytical outputs and shared assets. · Portfolio Insight & Action: Own end-to-end analytics for the NPCIflagship payment products (RuPay, UPI,Acceptance, NETC) Track portfolio health across activation, spend, usage andattrition, identify drivers of performance, and translate findings into specific, prioritized actions for product and businessteams. Build and maintain recurring portfolio dashboards and deep-dive analyses that drive interventions on growth,retention and profitability. · Design and operationalize customer-level and merchant-level segmentation using behavioraland transactional signals. Develop persona frameworks, value tiers and lifecycle segments to guide product, offer andengagement strategy. Build models for propensity, attrition and cross-sell, and convert segments into addressabletargeting cohorts for issuers and acquirers. · Support offer and campaign creation with data-driven hypotheses onaudience, reward construct and expected response. Optimize product pricing and economics – interchange, MDR,reward and benefit constructs – by modelling unit economics, elasticity and portfolio-level impact. Design test-and-learnframeworks and measure incrementality and ROI of offers and pricing changes. · Work with benefit managementsoftware to structure, configure and monitor cardholder benefits and entitlements, ensuring accuracy and measurabilityof benefit usage. Build reusable, well-documented data assets and feature stores for RuPay that can be consumed acrossanalytics, product, risk and commercial teams, establishing common definitions and a single source of truth. · Partnerwith product, growth and commercial teams to embed analytics into decision-making. Prepare clear committee notesand management updates on portfolio performance. Maintain data quality, documentation and governance standardsfor analytical outputs and shared data assets.