Regional Performance Marketing Manager - China

📋 Description

• • As the Regional Performance Marketing Manager for China at LemFi, you will be instrumental in spearheading user acquisition efforts for the critical China Corridor, focusing on Chinese immigrants residing in the UK, US, and Canada.
• • Your core mission is to drive significant growth in app installs and remittance volume, ensuring LemFi's financial services deeply resonate with this specific diaspora community.
• • This role demands a strategic blend of cultural understanding and performance marketing expertise, acting as the vital link between LemFi's offerings and the unique financial needs and aspirations of Chinese immigrants.
• • You will be responsible for launching and aggressively scaling marketing campaigns, leveraging both established Western digital advertising platforms and emerging Chinese social media channels.
• • A key aspect of your contribution will be pioneering LemFi's presence on Chinese-specific platforms such as WeChat and Little Red Book, alongside managing high-spend campaigns on Meta (Facebook/Instagram), TikTok, Google App Campaigns, and Apple Search Ads.
• • Reporting directly to the Head of Performance Marketing, you will be empowered with the autonomy to own and execute strategies for significant cultural moments, including Lunar New Year, Double 11 (Singles' Day), and the Dragon Boat Festival, directly influencing revenue growth and shaping the future of diaspora financial services.
• • You will own the end-to-end performance marketing strategy for the China Corridor, from campaign conception and execution to rigorous analysis and optimization, with a clear mandate for aggressive growth.
• • This involves not just managing campaigns but deeply understanding the cultural nuances and financial pain points of the Chinese diaspora to ensure messaging is authentic and effective.
• • You will be tasked with ensuring all creative assets and marketing communications avoid the pitfalls of direct translation, instead reflecting a profound understanding of the target audience's lived experiences and financial realities.
• • A significant part of your role will involve capitalizing on key seasonal and cultural events, architecting and leading acquisition and retention strategies that align with these important dates.
• • Data-driven decision-making is paramount; you will utilize Mobile Measurement Partners (MMPs) like AppsFlyer to meticulously track post-install events, conduct in-depth cohort analyses, and rigorously optimize key performance indicators such as Lifetime Value (LTV) and Return on Investment (ROI) to ensure campaign efficiency and profitability.
• • You will be expected to navigate the complexities of different advertising ecosystems, understanding the unique algorithms and restrictions of both Western ad managers and the highly nuanced Chinese digital landscape.
• • Collaboration will be key, working closely with creative teams to develop culturally relevant assets and with ASO (App Store Optimization) specialists to ensure discoverability and conversion.
• • The role requires a proactive and ownership-driven mindset, taking full accountability for the performance of your designated corridor and confidently scaling new channels with minimal supervision.
• • You will be a cultural ambassador, ensuring the brand voice is adapted appropriately for both Simplified and Traditional Mandarin speakers, fostering trust in a sensitive sector like fintech.
• • Your analytical prowess will be crucial in linking data trends from attribution frameworks like SKAN to actionable marketing strategies, aiming to reverse rising Customer Acquisition Costs (CAC).
• • Ultimately, you will contribute to LemFi's mission of making financial services accessible and affordable for the global diaspora, putting money back into families' pockets and providing access to those previously excluded.
• • This is an opportunity to make a tangible impact, working in a fast-paced, high-growth environment where your contributions directly affect millions of users worldwide.
• • You will be at the forefront of innovation in diaspora finance, driving growth for a Series B company that is rapidly expanding its ecosystem of financial products and services.
• • Your success will be measured by your ability to drive measurable user acquisition and transaction volume, demonstrating a deep understanding of both performance marketing principles and cultural marketing strategies.
• • You will be empowered to experiment with new channels and tactics, pushing the boundaries of what's possible in cross-border financial marketing.
• • This role offers a unique chance to shape the growth trajectory of a key market for LemFi, contributing significantly to the company's overall success and its mission to empower immigrants globally.