What You'll Do
1. Growth
Marketing Leadership
• Own the end-to-end growth marketing plan: define audience strategy, channel mix, budget allocation, and forecasting against volume and efficiency targets.
• Partner with Business Growth (User Growth/PLG team) to ensure marketing and product initiatives reinforce each other along the funnel.
2. Performance Marketing (Core Scope)
Channel Strategy & Execution
• Oversee execution across Search (Google/Bing/ASA), Social (Meta/TikTok/LinkedIn), Programmatic (DV360, The Trade Desk), Affiliates & Aggregators, SEO/Content, Influencer, CRM (Email/SMS/Push), and O2O partner activations.
• Define channel roles in the funnel: awareness vs consideration vs conversion vs retention.
• Optimize channel mix and budget allocation dynamically based on ROI, LTV/CAC, and payback.
Measurement & Analytics
• Build a robust attribution framework: multi-touch attribution (MTA), incrementality tests, geo-lift studies.
• Establish always-on experimentation: A/B tests for creative/offers, funnel flows, pricing/fee disclosure.
• Partner with the Data team to strengthen server-side tagging, first-party data strategy, and SKAN readiness.
• Maintain marketing dashboards for weekly pacing, monthly business reviews, and budget governance.
Funnel Optimization
• Diagnose and optimize every step:
• Lead generation: targeting, keyword strategy, ad formats.
• Lead-to-Approval: pre-qualification, pre-approval messaging, form UX.
• Approval-to-Activation: onboarding flows, first transaction nudges, merchant incentives.
• Retention loops: CRM campaigns, referral integration, cross-sell offers.
• Partner with Product, Risk & Ops to improve funnel quality (lead scoring, eKYC drop-off, underwriting filters).
3. Creative & Brand Building (Light but Critical)
• Lead creative strategy: develop briefs that translate insights into high-performing assets (video, static, UGC).
• Champion dynamic creative optimization and AI-driven creative iteration while ensuring compliance.
• Build EVO's social presence (fanpage, TikTok, LinkedIn) as the official, compliant voice of the brand.
• Position EVO for long-term identity
4. Team & Org Development
• Manage agency/vendor ecosystem (media, affiliates, influencers, creative studios) with accountability to performance.
• Mentor existing marketers (ads, SEO, content), standardize reporting, attribution, and compliance playbooks.
• Prepare the org for scale: define career paths and functional structures for Performance vs Brand.
• 7-10+ years in performance/growth marketing, ideally fintech/banking/lending.
• Proven ability to scale acquisition with positive unit economics at a meaningful scale.
• Multi-channel expertise: Search, Social, Programmatic, App, Affiliate, SEO, CRM, Referral, O2O.
• Advanced analytics: cohort/LTV, attribution models, incrementality design, MMM frameworks.
• Creative judgement: capable of pushing both performance-driven and compliant creative.
• Regulatory awareness: lending advertising, KYC/AML, data privacy.
• Leadership: mentoring, agency/vendor management, building high-performing teams.
Preferred / Nice to Have
• Multi-market expansion playbooks (SEA, emerging markets).
• O2O activation and offline performance attribution.
• App growth and SKAN readiness.
• Experience with genAI tools for creative ops and audience insights.
