Performance Marketing Lead

The Performance Marketing Lead is the owner of profitable, scalable growth at Paybis.

This person will set the strategy and lead execution across all paid acquisition channels to drive new verified users (KYC-approved) and increase turnover by 50%, contributing to the company’s ambitious goal of adding $11M in monthly B2C turnover.

The role combines strategic leadership (30%) and hands-on execution (70%), demanding both analytical depth and operational excellence.

The ideal candidate is a data-driven growth operator with deep expertise in crypto, web3, or forex, capable of building a scalable performance marketing system from the ground up in a fast-moving, compliance-conscious environment.

Key Responsibilities

• Own the full performance growth strategy across Google Ads (Search/YouTube), Meta, TikTok, programmatic DSPs, Apple Search Ads, Telegram, and emerging networks — tailored for crypto user acquisition and higher AOV.

• Model and manage $10M+ annual budget, dynamically reallocating spend by GEO, device, and creative performance using MMM, MTA, and incrementality testing.

• Instrument and analyze advertising funnels across web and app — tracking every step from click → registration → KYC → first transaction → retention and repeat value.

• Partner with Product, Data, and CRO teams to optimize conversion flows, implement server-side tagging, and deploy audience pipelines for remarketing and upsell.

• Lead and mentor external agencies and contractors, instilling a culture of testing, transparency, and measurable impact.

• Collaborate with Compliance and Legal to ensure policy-compliant advertising under MiCA, GDPR/CCPA, and crypto ad restrictions.

• Drive creative excellence — build a feedback loop between insight and production (statics, motion, UGC, landing pages) with AI-assisted iteration.

• Scale B2B demand for Paybis infrastructure (white-label ramps, payment widgets, OTC) via targeted performance and ABM campaigns.

• Deliver weekly and monthly executive reports on CAC, LTV, ROAS, payback, retention, and cohort profitability.

Must-Have Hard Skills

First 3 months

• Audit and rebase tracking setup — validate signals, server-side events, SKAN mapping.

• Take full ownership of paid marketing from the CMO.

• Launch 6–8 structured experiments on key levers (geo mix, keyword maps, creative variants, LP performance).

• Rebuild the CAC→LTV growth model and budget allocation framework.

• Establish a consistent reporting cadence and live dashboards for key funnel metrics.

6 months

• Deliver steady turnover growth of +$6–8M/month via acquisition and conversion optimization.

• Implement server-side tracking and a trustworthy analytics environment.

• Show measurable ROAS improvement and lower CAC.

• Successfully manage contractors and improve operational speed and quality.

12 months

• Achieve Paybis’ goal of +$11M monthly B2C turnover increase.

• Build a scalable, automated performance marketing engine with in-house capabilities.

• Be recognized as the company’s authority on paid acquisition, analytics, and ROI optimization.

Nice-to-Have Competencies

• Experience integrating crypto-native tooling (Chainalysis, TRM) for risk-aligned targeting.

• Hands-on exposure to AI-driven optimization — creative generation, bid automation, clustering insights.

• Experience in B2B paid plays (LinkedIn, ABM, programmatic) integrated with sales funnels.

• Experience building landing systems (CRO, component libraries, experimentation infrastructure).

• Prior experience hiring and scaling in-house performance teams.

Critical Soft Skills

• Bias to impact: Focus on high-ROI experiments; retire underperformers quickly.

• Analytical precision: Makes decisions through data, not intuition.

• Resilience & speed: Operates effectively in a fast-moving, high-stakes environment.

• Collaborative mindset: Partners seamlessly across Product, Data, and Compliance.

• Solution-oriented: Brings fixes, not just issues — proactive and decisive.

• Autonomous & accountable: CMO acts as a coach, but the role demands independent ownership.

• Adaptability: Handles the realities of crypto advertising, privacy regimes, and policy changes gracefully.