Manager, Performance Marketing, China

📋 Description

• • Airwallex is seeking a dynamic and results-oriented Manager, Performance Marketing for China, to spearhead our demand generation efforts within one of the world's most vibrant and complex digital landscapes. This pivotal role is designed for a seasoned performance marketing leader who possesses a deep understanding of the Chinese market, a passion for data-driven strategies, and a proven track record of driving significant pipeline and revenue growth. You will be instrumental in shaping and executing full-funnel marketing campaigns across a diverse range of digital platforms, ensuring Airwallex solidifies its position as a leader in global payments and financial solutions for businesses.
• • As the owner of the China performance marketing strategy, you will be responsible for developing and implementing comprehensive programs that span awareness, demand generation, and pipeline acceleration. These initiatives must be meticulously aligned with both regional and global go-to-market (GTM) priorities, ensuring a cohesive and impactful marketing approach. Your strategic vision will translate global positioning and campaign frameworks into localized growth programs that deeply resonate with specific regional segments, industries, and buyer personas within China.
• • A core aspect of this role involves meticulous financial planning and management. You will build and manage quarterly and monthly media plans, carefully allocating budgets and developing accurate forecasts. These financial projections will be directly tied to achieving ambitious pipeline coverage and revenue targets, demanding a keen eye for financial acumen and performance metrics.
• • You will take the lead in end-to-end campaign execution across a sophisticated ecosystem of Chinese digital platforms. This includes, but is not limited to, Baidu (search and display advertising), Tencent (WeChat, WeCom, Tencent Ads), ByteDance (Douyin, Toutiao), the Alibaba ecosystem, and various professional and B2B networking platforms. Your expertise in navigating these channels will be crucial for maximizing reach and engagement.
• • Managing platform relationships is key to success. You will be responsible for fostering strong partnerships, developing optimization roadmaps, and identifying opportunities to leverage beta programs and whitelists to gain a competitive edge. This proactive approach to platform engagement will ensure Airwallex stays at the forefront of digital marketing innovation.
• • This role also requires effective management of external resources. You will oversee agencies and vendors, ensuring they deliver best-in-class services in areas such as bidding strategies, audience targeting, creative testing, and comprehensive reporting. Your ability to manage these relationships will directly impact campaign performance and efficiency.
• • Collaboration with Marketing Operations is essential for building robust lead management systems. You will partner to design and execute China-specific frameworks for lead capture, scoring, and routing, ensuring seamless integration with our CRM and global data systems. This integration is vital for accurate tracking and effective sales follow-up.
• • You will play a supporting role in Account-Based Marketing (ABM) and key-account programs. This involves leveraging account targeting, activating intent data, and meticulously tracking opportunity influence to demonstrate the impact of marketing efforts on high-value accounts.
• • Optimizing the user journey is paramount. You will focus on improving form strategies, implementing progressive profiling, and refining conversion flows to strike an optimal balance between Cost Per Lead (CPL) efficiency and the quality of leads, ensuring they align with target account profiles.
• • Performance reporting is a critical responsibility. You will own end-to-end reporting, tracking campaign performance from initial touchpoints through to Sales Qualified Leads (SQLs), opportunities, and ultimately, revenue contribution. This comprehensive view will inform strategic adjustments and demonstrate ROI.
• • Data governance and tracking accuracy are non-negotiable. You will partner with Marketing Operations to implement rigorous UTM governance, platform tagging, and privacy-compliant tracking across all China domains and channels. This ensures data integrity and regulatory compliance.
• • Developing actionable insights through data visualization is key. You will create dashboards and generate insights on key performance indicators such as CPL, Customer Acquisition Cost (CAC), pipeline velocity, win rates, and overall Return on Investment (ROI), segmented by channel, customer segment, and region.
• • A strong emphasis will be placed on experimentation. You will design and execute A/B and multivariate tests across various elements, including creatives, landing pages, bidding strategies, audience segments, and messaging, to continuously improve campaign effectiveness.
• • Ensuring compliance with all relevant regulations is a top priority. You will work closely with Legal, IT, and Marketing Operations to ensure all campaigns and data practices align with China's data privacy, hosting, and advertising regulations, including consent frameworks and data residency requirements.
• • Maintaining brand consistency while enabling local relevance is crucial. You will ensure brand and messaging align with global standards while empowering the China market with the necessary adaptations for local relevance and speed.
• • Cross-functional collaboration is vital. You will partner closely with Sales, Sales Development Representatives (SDRs), Revenue Operations (RevOps), Product Marketing, and Regional Leadership to ensure demand programs are tightly aligned with pipeline priorities and account strategies.
• • You will serve as the subject matter expert (SME) for China performance marketing within the broader global GTM planning, forecasting, and quarterly business review processes.
• • Finally, you will contribute to the growth of the marketing team by mentoring junior marketers and agency partners on performance marketing best practices and fostering a culture of continuous experimentation and learning.