Head of Marketing – Cross-Border Payments

Coins.ph

. Define and run the marketing strategy for cross-border payments, aligned with business targets for TPV, revenue and customer acquisition .

Posted 11/10/2026full-timeShenzhen • ChinaLeadWebsite

Core Competencies

Role fit

Core Competencies

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Demonstrates expertise in developing and executing marketing strategies for cross-border payments, with a strong focus on B2B and B2C growth, pipeline generation, and revenue optimization. Proficient in managing integrated marketing campaigns and leading high-performing teams while ensuring compliance with regulatory requirements.

Highest-signal resume keywords

Cross-Border Payments ExpertisePerformance MarketingCRM/Marketing AutomationB2B Demand GenerationStrategic Thinking

ATS Keywords

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Applicant Tracking System Keywords

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Hard Skills

Marketing StrategyGo-To-Market PlanningData OptimizationKPI SettingSales Enablement Materials

Soft Skills

StorytellingStakeholder ManagementLeadership

Tools & Technologies

HubSpotBrazeSalesforceAnalytics Tools

Industry Keywords

RemittanceFintechPayment RailsRegulatory EnvironmentDigital AssetsStablecoinsSoutheast Asia

Tech Stack

Tools & technologies

Ruby on Rails

About the role

Key responsibilities & impact

Define and run the marketing strategy for cross-border payments, aligned with business targets for TPV, revenue and customer acquisition
Build brand positioning and messaging differentiating the company from banks, remittance companies and fintech competitors
Develop go-to-market plans for new corridors, products and market launches
Own the full funnel from awareness to activation and retention for B2B and B2C audiences
Run integrated campaigns across performance marketing, SEO/SEM, content, social, email/CRM, events and partnerships
Build B2B demand generation and account-based marketing programs feeding qualified pipeline to Sales and BD
Grow users in key remittance corridors through localized campaigns
Work with Product on positioning, pricing communication and launch plans for payment products including collections, payouts, FX and stablecoin settlement
Produce sales enablement materials including pitch decks, case studies, one-pagers and competitive battlecards
Set KPIs and dashboards including CAC, LTV, conversion, pipeline contribution and ROI
Optimize marketing based on data and manage and allocate the marketing budget across channels and markets
Build, lead and develop a high-performing marketing team and manage agencies and vendors
Work with Compliance and Legal to ensure communications meet regulatory requirements in each market
Represent the company at industry events, in the media and with partners

Requirements

What you’ll need

8+ years of marketing experience, including 4+ years in a leadership role, ideally in cross-border payments, remittance, fintech or financial services
Proven track record of growing both B2B and B2C businesses, with clear results in pipeline, acquisition and revenue
Strong understanding of the cross-border payments landscape: FX, remittance corridors, payment rails, the regulatory environment, and ideally digital assets and stablecoins
Hands-on experience with performance marketing, CRM/marketing automation (e.g., HubSpot, Braze, Salesforce) and analytics tools
Experience marketing across several APAC markets; familiarity with Southeast Asia is a strong plus
Excellent strategic thinking, storytelling and stakeholder management skills
Fluent in English; Mandarin and Filipino are a plus