Head of Performance Marketing

📋 Description

• • Own the full global paid acquisition engine across Meta, TikTok, Google, YouTube, and emerging platforms, making final decisions on campaign scaling, pausing, or termination based on strict payback discipline.
• • Architect a tiered corridor-based budget framework to double down on mature remittance corridors, stress-test new market launches, and maintain baseline efficiency across 30+ country pairs.
• • Lead a continuous, culturally nuanced creative testing pipeline for diaspora-specific ad creative, integrating localized digital channels (DOOH, programmatic) with community saturation flights in high-density immigrant urban centers.
• • Own the install-to-transfer funnel, collaborating closely with Product, Data, and Compliance teams to ensure paid traffic not only downloads the app but successfully completes KYC and initiates a first funded transfer.
• • Drive incrementality discipline through geo-lift tests, holdout experiments, and Marketing Mix Modeling (MMM), using these as the sole source of truth for CAC and payback period inputs in all growth investment decisions.
• • Build and maintain a KPI framework that aligns individual and team performance with broader business objectives, enabling data-driven decision-making across all levels of the growth team.
• • Integrate CLV alongside CAC and retention metrics into the performance framework to connect short-term acquisition outcomes with long-term business health and customer lifetime value.
• • Structure team workflows using AI agents, custom prompts, and automation tools to eliminate routine toil, accelerate creative iteration, and proactively surface performance anomalies before they escalate into budget fires.
• • Partner cross-functionally with Product, Analytics, Brand, and Compliance to ensure acquisition strategy is tightly coupled with product activation loops that convert new users into retained, transacting customers.
• • Maintain deep fluency in causal attribution models, conversion APIs, pixel tracking, attribution frameworks, experimentation design, and granular performance analysis—rejecting last-click assumptions in favor of rigorous, proof-based optimization.
• • Demonstrate product-led instincts by understanding the full user journey from ad click through KYC verification to first active transaction, and actively closing funnel gaps that impede conversion.
• • Operate as an AI Builder: routinely leverage AI tools (e.g., Claude, custom GPTs, automation platforms) to amplify team output, reduce manual work, and enhance decision velocity—this is a core operational mode, not an aspirational skill.
• • Manage a high-performing, AI-augmented growth team that multiplies output without proportional headcount growth, fostering a culture of autonomy, accountability, and data rigor.
• • Translate media spend into transacting, retained users across diverse regulatory environments and cultural contexts, ensuring acquisition strategy aligns with the unique needs of immigrant populations in markets from UK-to-Nigeria to Canada-to-India.
• • Serve as the gatekeeper of all growth investment decisions, ensuring every dollar spent is justified by incrementality, payback period, and long-term CLV impact—not vanity metrics or channel bias.
• • Maintain deep familiarity with diaspora demographics and cross-border financial behaviors to inform targeting, creative messaging, and channel selection in under-served immigrant communities.
• • Ensure compliance with regional financial regulations in all creative and targeting strategies, balancing growth ambition with legal and operational constraints in regulated fintech markets.