The Role
The Digital Marketing Leader will drive digital strategy and performance marketing for payments and crypto, focusing on user acquisition and campaign success.
Summary Generated by Built In
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.
Skills Required
- Bachelor's degree in Marketing, Business, Communications, or related field
- 7+ years of experience in digital marketing
- At least 3 years in a leadership role
- Proven track record in managing high-budget, multi-channel paid ad campaigns
- Strong analytical skills and experience with marketing analytics tools
- Expertise in paid ad platforms and bidding strategies
- Excellent leadership and communication skills
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The Company
What We Do
Coins.ph is on a mission to create an open financial system by providing everyone easy access to Web3 and digital assets. Launched in 2014, Coins.ph is the most established crypto brand in the Philippines and has gained the trust of more than 16 million users. Through the easy-to-use mobile app, users can buy and sell a variety of cryptocurrencies and access a wide range of financial services. We're a fast-growing startup looking for passionate, motivated, and exceptional people to join us in doing work that matters. Visit http://coins.ph/careers to learn more
