Vaibhav Mehrotra has been named Head of Marketing at Cashfree, a payments and API banking solutions firm, to lead the company’s marketing strategy through its aggressive growth phase. Vaibhav will be in charge of establishing the brand while implementing industry best practises in brand marketing, product marketing, digital marketing, and performance marketing. He will also build a strong marketing team under his leadership.
Vaibhav has held senior positions in DLF Ltd, Max Group, Cognizant Interactive, and Photon Interactive over his 13-year career. He most recently served as DLF’s Head of Brand and Marketing, Office Business, where he oversaw the marketing charter in six locations and launched a variety of products and brand campaigns across earned, owned, and paid media. He has executed various award-winning campaigns for brand awareness and demand generation.
Commenting on the appointment, Reeju Datta, Co-founder, Cashfree said, “We are delighted to welcome Vaibhav onboard as the Head of our Marketing team at Cashfree. He joins us at a time when the fintech industry and Cashfree are going through massive disruptions. His understanding of the B2B business will help define strategic roadmaps and deploy marketing solutions for Cashfree”.
Vaibhav Mehrotra, Head – Brand and Marketing, Cashfree said, “I am elated to join Cashfree, especially at an exciting juncture in the company’s growth journey. Fintech has truly emerged as one of the leading growth drivers in the country and across the globe. I am truly excited about building and supporting our growth and the continued improvements we are making in the payments space. This is an exciting time to join this innovative and vision-led organization.
Vaibhav is well known in the marketing business and has been featured in the Top 40 under 40 Disruptive Minds by Agency Reporter in 2019, Top 100 Digital Marketers of the country by Adobe and Paulwriter in 2018 and Top 50 influential digital marketers in the country by World Marketing Congress and CMO Asia. He is an avid reader and columnist, and has published articles in Adage, YourStory among other leading publications.
With over 50% market share among payment processors, Cashfree today leads the way in bulk disbursals in India with Cashfree Payouts. Recently, India’s largest lender, SBI invested in Cashfree underscoring the company’s role in building a robust payments ecosystem. Cashfree works closely with all leading banks to build the core payments and banking infrastructure that powers the company’s products, and is also integrated with major platforms such as Shopify, Wix, Paypal, Amazon Pay, Paytm and Google Pay.