We are seeking a Digital Marketing Leader to own and drive the digital marketing strategy for Coins.ph and Coins.xyz’s payments and crypto businesses. This role will lead end-to-end digital growth initiatives, with a strong focus on paid advertising campaigns and performance marketing. The ideal candidate will be both a strategic thinker and a hands-on executor, capable of managing budgets, teams, and cross-functional campaigns to deliver measurable growth.
Key Responsibilities
* Strategy & Leadership
* Develop and execute an integrated digital marketing strategy across paid, owned, and earned channels to drive user acquisition, engagement, and retention.
* Manage digital marketing budgets, ensuring optimal allocation for maximum ROI.
* Paid Ads Management
* Own performance marketing and paid ad campaigns across Google, Facebook, TikTok, programmatic, and other major ad platforms.
* Design and implement bidding strategies, targeting plans, and creative testing to maximize ROAS.
* Identify and test emerging ad platforms and formats to uncover new growth opportunities.
* Monitor paid campaign performance daily, optimizing based on data insights and market trends.
* Campaign Execution
* Plan and execute large-scale acquisition campaigns for payments, crypto, and B2B products.
* Oversee SEO/SEM initiatives to drive organic growth alongside paid ads.
* Partner with creative teams to deliver compelling ad creatives and conversion-focused messaging.
* Data & Optimization
* Track and analyze campaign performance, conducting A/B tests to optimize results.
* Collaborate with Data & Analytics to generate actionable insights and refine targeting strategies.
* Monitor KPIs including CAC, ROAS, LTV, CTR, and conversion rates.
* Team & Collaboration
* Lead and mentor the digital marketing team, fostering a data-driven, high-performance culture.
* Collaborate with Product, Sales, BD, and Regional Marketing teams to align campaigns with product launches, promotions, and market expansion.
* Ensure all paid ads comply with relevant advertising regulations and brand guidelines.
Qualifications
* Bachelor’s degree in Marketing, Business, Communications, or related field (MBA is a plus).
* 7+ years of experience in digital marketing, with at least 3 years in a leadership role.
* Proven track record in managing high-budget, multi-channel paid ad campaigns in fintech, payments, or crypto.
* Strong analytical skills and experience with marketing analytics tools (e.g., Google Analytics, Mixpanel, Appsflyer).
* Expertise in paid ad platforms, bidding strategies, and attribution models.
* Excellent leadership, communication, and cross-functional collaboration skills.
* Creative problem solver with a growth mindset and ability to thrive in a fast-paced environment.
KPIs
* Paid ad-driven new user acquisition volume and cost efficiency.
* ROAS and campaign ROI.
* Conversion rate improvements across paid channels.
* New user growth in reach, impressions, and market share through paid advertising.
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