Global Digital Marketing Leader

Coins.ph coins.ph Open · verified Aug 17, 2026

Hybrid Shanghai Full-time Mid-level Digital Marketing

Mid-level Digital Marketing role at Coins.ph. Shanghai · full-time.

Role brief

Growth Roles summary, based on the employer's posting.

What you'll do

Set the digital strategy across paid, owned and earned channels to grow acquisition, engagement and retention
Control marketing budgets and run performance campaigns across Google, Facebook, TikTok and programmatic channels
Launch acquisition programs for payments, crypto and B2B products, supported by SEO and SEM work
Use daily performance data, KPI reviews and A/B testing to improve targeting, conversion and return
Lead the digital team and coordinate campaigns with product, sales, BD and regional marketing partners

What you bring

A bachelor’s degree in Marketing, Business, Communications or a related discipline; an MBA is a plus
At least seven years in digital marketing, including three or more years leading teams
A record of running high-budget, multi-channel paid campaigns in fintech, payments or crypto
Strong analytical ability plus experience with Google Analytics, Mixpanel or Appsflyer
Expertise in paid media platforms, bidding methods and attribution models, with strong leadership and collaboration skills

Who this fits

You’ll suit a hands-on digital marketing leadership role that combines strategy, execution, budget ownership and team mentoring. You’ll collaborate with Product, Sales, BD, Data & Analytics and Regional Marketing teams, while working in a fast-paced environment. This is a full-time hybrid position based in Shanghai, China.

From the employer

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.