KOLKATA: Payments and API banking solutions company Cashfree has appointed Vaibhav Mehrotra as the marketing head to drive the company’s marketing strategy through its aggressive growth phase.

He will be responsible for building the brand while instilling industry best practices across brand marketing, product marketing, digital and performance marketing. He will also build a strong marketing team under his leadership.

With a career spanning over 13 years, he has worked in leadership positions at DLF Ltd, Max Group, Cognizant Interactive, and Photon Interactive. In his most recent role as the head of brand and marketing, Office Business at DLF, he led the marketing charter across six cities, launched various products and brand campaigns covering earned, owned, and paid media. He has also executed various award-winning campaigns for brand awareness and demand generation.

Cashfree co-founder Reeju Datta 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”.

Mehrotra 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.