Marketing Manager

Fintech Application (70% Growth / 30% Marketing Communications)

We are seeking a highly strategic and data-driven Head of Marketing to lead our marketing function for a fast-growing fintech application. The role is primarily focused on Growth Marketing (70%), with responsibility for user acquisition, activation, retention, lifecycle management, and revenue growth. The remaining (30%) will oversee brand, content, communications, and PR to build a strong market presence and trust.You will lead a cross-functional team, work closely with product, engineering, data, partnerships, and customer experience teams, and report directly to the CMO/CEO.

🔷 70% – Growth Marketing (Primary Scope)

User Acquisition & Performance Marketing

• Develop and own the full growth strategy across paid, organic, and referral channels.
• Manage campaigns across Google, Meta, TikTok, ASA, programmatic, affiliates, influencers.
• Optimize CAC, ROI, payback period, and overall acquisition efficiency.
  
  

Conversion & Activation

• Improve onboarding funnels and app activation rates in collaboration with Product.
• Run continuous A/B testing, landing page optimization, and funnel experiments.
  
  

Retention & Lifecycle Marketing (CRM / CVM)

• Build CRM and CVM strategies to improve engagement, stickiness, and repeat usage.
• Own lifecycle communications across push notifications, in-app messaging, email, WhatsApp, and SMS.
• Develop segmentation models and personalized communication journeys.
  
  

Growth Analytics & Optimization

• Define marketing KPIs: CAC, LTV, churn, activation rate, retention cohorts.
• Own dashboards and reporting using GA4, Firebase, AppsFlyer, Mixpanel, or similar tools.
• Lead weekly growth reviews and create data-driven recommendations.
  
  

Experimentation & Growth Loops

• Set up always-on experimentation frameworks (A/B tests, multivariate tests).
• Create and optimize virality loops, referral programs, and product-led growth initiatives.
  
  

🔷 30% – Marketing Communications (Secondary Scope)

Brand & Content Strategy

• Lead brand positioning, messaging, tone of voice, and content strategy.
• Oversee production of digital content, educational content, blog articles, and brand assets.
  
  

PR & Corporate Communications

• Manage PR strategy, media relations, and press releases.
• Collaborate with leadership on external communication, awards, and events.
  
  

Social Media & Community Management

• Oversee content calendars and platform strategies across Instagram, TikTok, LinkedIn, X, YouTube.
• Grow community engagement and brand sentiment.
  
  

Creative & Design Oversight

• Manage creative direction for campaigns, videos, visuals, and marketing materials.
• Ensure consistent brand identity across all touchpoints.
  
  

Qualifications

• 7–12 years of experience in growth marketing, preferably in fintech, e-commerce, or app-based businesses.
• Proven experience scaling a digital product or mobile app using growth funnels.
• Strong skills in performance marketing, analytics, CRM, and CVM.
• Excellent communication skills and strong stakeholder management.
• Experience managing and developing a marketing team.
• Deep expertise using mobile app marketing platforms (Firebase, AppsFlyer, Mixpanel, Braze, MoEngage, Adjust).
  
  

Preferred Personality & Working Style

• Data-driven with a strong analytical mindset.
• Experimentation-oriented.
• Hands-on and comfortable in fast-paced environments.
• Cross-functional collaborator.
• Strong leadership and communication skills.
  
  

Key KPIs

• CAC & ROI
• Activation rate
• Retention rate & cohorts
• LTV / payback period
• WAU/MAU & engagement rate
• Churn
• Revenue per user
• Brand sentiment & PR reach
• Social media growth metrics