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.
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