Coins.ph is hiring a Global Digital Marketing Leader in Marketing — Shanghai. The overview below is synthesized from the employer posting on jobs.lever.co: factual requirements and scope are preserved, but prose is rewritten with editorial context. Verify details and apply via the employer link.
The listing frames the Global Digital Marketing Leader at Coins.ph as a hands-on product role. 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.
The listing frames the Global Digital Marketing Leader at Coins.ph as a hands-on product role. 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
Day-to-day scope for the Global Digital Marketing Leader as described in the posting:
- 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
Experience and skills the team lists as required:
- 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.
Build a standout application
For the Global Digital Marketing Leader at Coins.ph, reviewers look for concise evidence over buzzwords. Mirror the language of the posting sparingly, quantify support or delivery outcomes, and show how you handled ambiguity, time-zone collaboration and user empathy. Keep your resume to impact, keep your cover note to one page, and link to artifacts — tickets resolved, docs shipped, dashboards owned — that prove you can operate in a fast-moving Web3 team. Prepare to discuss a time you turned a confusing user report into a clear fix and how you measure quality in support and operations.
Web3 hiring values reliability: on-time follow-through, clear writing, and a track record of improving runbooks and tooling. Treat the application as a work sample. For interviews, be ready to walk through how you prioritize across time zones, handle a difficult user, and decide when to escalate versus resolve directly. Show how you document decisions so the next teammate benefits.
In a distributed Web3 org, trust builds through written clarity. Use the cover note to demonstrate it.