Nidhi Gupta, Director and Head of Global Product Marketing, Payments on eBay is a business leader with nearly 20 years of experience in fields from CPG to fintech, brick and mortar to e-commerce, nonprofit and for-profit markets, US and developing countries . , B2B and B2C marketing. Managed market access, product strategy, P&L, pricing, customer strategy, partnerships and multi-award winning marketing initiatives.

A frequent speaker at conferences, twice in marketing called "40 under 40", he was considered a leading thinker on global growth and expansion, digital transformation of business, especially in mobile and digital marketing. content, video, all-channel marketing and multicultural marketing. He enjoys the excitement of getting a project from concept to completion and always looking for the next challenge.

Media 7: What is your favorite part of working on eBay?
Nidhi Gupta: My favorite part of working on eBay is being part of a company with such a rich purpose. Since our inception, eBay has existed to empower people and create an economic opportunity for all. We are a significant brand, with a unique heritage, and I am attracted to it as a marker.

Our market is vibrant - enriched by a sales community that has an incredible sense of belonging, pride and love for eBay; customers who come to eBay looking for something unique and are thrilled when they find it; and employees who embody the same passion.

"Put yourself in the customer's shoes, now more than ever. Respect the customer with respect, maintain transparency in communication and maintain a high say-do ratio" M7: What strategies do you use as a digital marketing leader to target an ever-moving goal?
NG: I'm a data lover! Our teams use the data to predict where the goal is going next. We rely heavily on CRM to support our detailed travel and segmentation, develop predictive models to determine where the effect should be on acquisition trends, and if we notice deviations or declines in certain customer segments, we correct them with targeted communication. Given this emphasis, not only do we work closely with our analytical partners, but we also have members of the analytical team in marketing.
M7: What is the importance of customer feedback? How does it play a role in changing marketing approaches?
NG: Everything we do is in the service of our customers - our customers and sellers. Customer feedback is most important and the star of the North Star for all the efforts of our team. The genesis of our eBay payment initiative lies in improving the user experience by removing friction and creating a unique seamless user experience. We conduct product, market and user research, including ethnographic studies before any new introduction, whether expanding into a new market or launching a new product feature. We constantly listen to what our customers are saying through constant surveys, sales communities and forums, learning and repetition. We also recently launched a vendor advocacy panel dedicated to our payment initiative, where our marketing, manufacturing and engineering teams and our customers have direct access to each other.


“Customer feedback is also the most important North Star for all of our team’s efforts.” M7: What are your main marketing and advertising tactics to attract more customer traffic to your website?
NG: In my role, I don’t direct customer traffic directly to the site, but focus on raising customer awareness, educating, and adopting new payment methods on eBay. By managing the end-to-end payment process, we simplify the billing process by giving our customers more choice and flexibility with new forms of payment such as Apple Pay and Google Pay, as well as locally relevant payment methods like Afterpay in Australia and PayBright in Canada.

M7: How important is it to adopt a flexible payment system to hire and target your customer base?
NG: Payments are key to the health of any market. With eBay managing payments in our marketplace, we simplify and simplify the experience for our resellers in one place to sell, pay and manage their business. And by offering new payment methods, we are opening the door for new customers around the world to join our community. It’s really exciting to be a part of this eBay transformation initiative.

"Payments are crucial to the health of any market. With eBay managing payments in our market, we simplify and simplify the experience for our one-stop salespeople to sell, pay and manage their business."
M7: What is your mantra for successful marketing?
NG: My mantra for successful marketing is to always have empathy for the customer. Put yourself in the place of the customer, now more than ever. Treat the customer with respect, maintain transparency in communication and maintain a high ratio of say: do.
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About EBAY.COM

eBay Inc. (Nasdaq: EBAY) is a global trade leader that connects millions of buyers and sellers around the world. We exist to provide an economic opportunity for individuals, entrepreneurs, businesses and organizations of all sizes, and we operate in 190 markets worldwide.