Performance Marketing Specialist

About the Role:

You will own paid & organic acquisition and growth across all digital channels.

Key Responsibilities

1. Paid Acquisition Strategy

• Build the paid acquisition roadmap for SEA across Meta, Google Search/Display/YouTube, TikTok, UAC, & high-intent partners/affiliates
• Implement, prioritize and manage Google Tag Manager (GTM), GA4, Meta Pixel, TikTok Pixel & Google Ads conversion tags
• Set up and maintain Meta Conversions API (CAPI) and equivalent server-side/event APIs where relevant to reduce signal loss and improve optimization quality
• Ensure correct UTM standards, campaign naming, & channel mapping
• Ensure events fire correctly across web/app and match business definitions
• Ensure deduplication, event IDs, and correct event prioritization for measurement limitations

2. Campaign Execution & Optimization

• Set up, launch, and manage end to end - always-on and experimental campaigns
• Continuously optimize bids, budgets, audiences, creatives, placements, and landing pages to hit CAC and ROAS goals
• Use CRM such as MoEngage to align paid acquisition with lifecycle journeys (welcome flows, reactivation, cross-sell) and lifecycle insights to refine targeting, messaging, and creatives for paid campaigns
• Set up audiences & cohorts (e.g., high-intent, churn risk, power users) and sync them with paid channels where relevant
• Run A/B tests on messaging, creatives, and funnels with clear hypotheses

3. Funnel, Tracking Infrastructure & Reporting

• Own performance tracking and attribution in partnership with product team
• Define & maintain event tracking for key user actions
• Proactively debug discrepancies between ad platform reporting (Meta/TikTok/Google), attribution tools (Appsflyer/Adjust), analytics (GA4/Mixpanel), CRM (MoEngage), internal dashboards
• Build and maintain weekly and monthly performance reports
• Present insights & clear recommendations on what to scale, pause, or test next
• Feedback learnings to product (e.g., landing page UX, onboarding friction) & ops (e.g., key markets/segments to prioritize)

Creative Strategy & Execution

• Translate user insights & performance data into creative concepts & sharp ad ideas
• Brief designers and content teams (or external agencies) with clear reqs and performance context
• Build and maintain a library of high-performing creatives and document learning by segment, market, & channel.

This is a hands-on, early-stage role where you plan, launch, & optimise campaigns, manage the funnel from impression to active user, & work closely with product, data, & design to scale what works.

Qualifications:

• 3 - 5 years of hands-on performance marketing experience in B2C fintech, digital banking, crypto/web3, or high-growth consumer apps.
• Proven track record scaling paid acquisition across at least 2 - 3 major channels (Meta, Google, TikTok, etc.) with clear impact on CAC and active users.
• Strong proficiency with Meta Ads Manager, Google Ads, and at least one short-form video platform (e.g., TikTok Ads).
• Practical experience with tools for attribution and deep linking, for funnel and cohort analysis, for lifecycle campaigns and segmentation etc.
• Comfortable working with events, cohorts, and funnels
• Highly analytical and hypothesis-driven, but able to move fast with imperfect data.
• Comfortable in an early-stage, ambiguous environment; willing to be hands-on across strategy and execution.
• Ownership mindset, you care about business outcomes (funded accounts, active users, revenue), not just vanity metrics.
• Clear and concise communicator, able to translate complex data into simple narratives for non-marketers.

Bonus Points:

• Experience with cross-border payments, remittances, neobanks, or crypto products.
• Experience marketing to emerging markets in Asia Pacific
• Familiarity with ad policy and compliance constraints for financial & crypto products.

Top KPIs You’ll Own

• Customer Acquisition Cost (CAC) - blended and by channel.
• Cost per KYC-approved user and cost per funded account / funded card
• Cost per active transacting user (first successful transfer or card transaction).
• Funnel conversion rates across key steps: click → install/visit → sign-up → KYC → funded → active.
• Channel performance metrics (CTR, CVR, ROAS, payback, LTV/CAC where data allows).

Benefits:

Compensation and benefits are aligned with the best industry standards.