Global Digital Marketing Leader

We are seeking a **Digital Marketing Leader** to own and drive the digital marketing strategy for [](http://Coins.ph) and [](http://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.