About the role
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.