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.
