Home > Companies > C-Suite On Deck > Q&A with Nidhi Gupta Director, Head of Global Product Marketing, Payments at eBay

Q&A with Nidhi Gupta Director, Head of Global Product Marketing, Payments at eBay

Nidhi Gupta, Director & Head of Global Product Marketing, Payments at eBay is a  business leader with nearly 20 years’ experience in fields spanning from CPG to fintech, brick & mortar to ecommerce, non-profit and for-profit, US and emerging markets, B2B and B2C marketing. Managed go-to-market, product strategy, P&L, pricing, customer strategy, partnerships, and multi award-winning marketing initiatives.

Frequent speaker at conferences, named '40 under 40' in marketing twice, and regarded as a thought leader on global growth and expansion, digital business transformation, mobile and digital marketing esp. content, video, omni-channel marketing, and multicultural marketing. Enjoys the thrill of taking a project from conception to completion, and always on the lookout for the next challenge.

Media 7: What is your favorite part of working at eBay?
Nidhi Gupta: My favorite part of working at eBay is being part of a company with such a rich purpose. From our founding, eBay has existed to empower people and create economic opportunity for all. We are a meaningful brand, with a unique legacy, and as a marketer I am drawn to that.

Our marketplace is vibrant -- enriched by a seller community that has an incredible sense of belonging, pride and fondness for eBay; buyers who come to eBay in search of something unique and are delighted when they find it; and employees who embody the same passion.


"Put yourself in the customer’s shoes, now more than ever. Treat the customer with respect, maintain transparency in communications, and maintain a high say:do ratio"

M7: What strategies do you use as a digital marketing leader to aim a target that is always moving?
NG: I am a data enthusiast! Our teams use data to predict where the target is moving to next. We rely heavily on CRM to support our detailed journeys and segmentation, develop predictive models to determine where performance should be on acquisition trends, and if we notice deviations or drops in certain customer segments, we remedy through targeted communications. Given this emphasis, we not only work closely with our Analytics partners, but also have Analytics team members within 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 service of our customers -- our buyers and sellers. Customer feedback is paramount and the North Star for all of our team’s efforts. The genesis of our payments initiative at eBay lies in improving the customer experience by removing friction and creating a singular seamless customer experience. We conduct product, market and user research including ethnographic studies before any new launch, whether it’s expanding to a new market or launching a new product feature. We are continuously listening to what our customers are saying  through ongoing surveys, seller communities and forums, learning, and iterating. We also recently launched a seller advocacy panel dedicated to our payments initiative where our marketing, product and engineering teams and our customers, have direct access to each other.



"Customer feedback is paramount and the North Star for all of our team’s efforts."

M7: What are your major marketing and advertising tactics to drive more buyer traffic to the site?
NG: In my role, I don’t directly drive buyer traffic to the site but rather focus on driving buyer awareness, education and adoption of new ways to pay on eBay. By managing the end-to-end payments process, we are streamlining the checkout process by providing our buyers with more choice and flexibility with new forms of payment like 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 engage and target your client base?
NG: Payments are critical to the health of any marketplace. With eBay managing payments on our marketplace, we are streamlining and simplifying the experience for our sellers with one place to sell, get paid and manage their business. And by offering new payment methods, we are opening the door for new buyers worldwide to join our community. It’s really exciting to be a part of this transformational initiative for eBay.


"Payments are critical to the health of any marketplace. With eBay managing payments on our marketplace, we are streamlining and simplifying the experience for our sellers with one place to sell, get paid 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 customer’s shoes, now more than ever. Treat the customer with respect, maintain transparency in communications, and maintain a high say:do ratio.




Join Nidhi Gupta at the most senior gathering of marketers in 2020! Reuters Events: Strategic Marketing USA (Nov 5-6th, Virtual) is uniting the world’s most influential CMOs to set benchmarks, showcase innovation, and map the future of marketing – one where brands are purpose-driven, campaigns are intelligently data-backed, and innovation drives growth. Register now to join 5000+ marketing leaders and ensure your brand remains hyper-relevant!

ABOUT EBAY.COM

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

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