Manager, Performance Marketing, Brandformance at Airwallex

ABOUT AIRWALLEX Airwallex is the only unified payments and financial platform for global businesses. Powered by our unique combination of proprietary infrastructure and software, we empower over 200,000 businesses worldwide – including Brex, Rippling, Navan, Qantas, SHEIN and many more – with fully integrated solutions to manage everything from business accounts, payments, spend management and treasury, to embedded finance at a global scale. Proudly founded in Melbourne, we have a team of over 2,000 of the brightest and most innovative people in tech across 26 offices around the globe. Valued at US$8 billion and backed by world-leading investors including T. Rowe Price, Visa, Mastercard, Robinhood Ventures, Sequoia, Salesforce Ventures, DST Global, and Lone Pine Capital, Airwallex is leading the charge in building the global payments and financial platform of the future. If you’re ready to do the most ambitious work of your career, join us. ATTRIBUTES WE VALUE We hire successful builders with founder-like energy who want real impact, accelerated learning, and true ownership. You bring strong role-related expertise and sharp thinking, and you’re motivated by our mission and operating principles [Upgrade to PRO to see link] You move fast with good judgment, dig deep with curiosity, and make decisions from first principles, balancing speed and rigor. You're humble and collaborative; turn zero‑to‑one ideas into real products, and you “get stuff done” end-to-end. You use AI to work smarter and solve problems faster. Here, you’ll tackle complex, high‑visibility problems with exceptional teammates and grow your career as we build the future of global banking. If that sounds like you, let’s build what’s next. ABOUT THE TEAM The Marketing team at Airwallex drives brand awareness and customer engagement through innovative and strategic campaigns. We work to communicate the value of our financial solutions, attract new customers, and strengthen relationships with existing ones. By leveraging data-driven insights and creative strategies, we ensure Airwallex stands out in a competitive market. Our team is passionate about telling the Airwallex story and supporting the company's growth and success. WHAT YOU’LL DO We’re looking for a strategic, creative, and data-driven marketing leader to bridge brand storytelling with measurable performance outcomes. As the Manager of Performance Marketing, Brandformance, you’ll own campaigns that elevate brand awareness while driving tangible business results — from engagement and lead generation to pipeline and ROI. You’ll partner across brand, creative, and growth teams to design campaigns that blend emotion with precision: shaping perception while delivering measurable efficiency. This role is ideal for a marketer who not only understands the power of storytelling but can transform upper-funnel channels into down-funnel performance engines, proving impact through metrics like CAC, pipeline, and LTV:CAC efficiency. This role is based in San Francisco. RESPONSIBILITIES: - Develop and execute brandformance strategies that connect upper- and lower-funnel goals across paid social, video, display, and emerging channels. - Create full-funnel frameworks that evolve brand channels into performance levers — reducing CAC and improving conversion efficiency. - Define KPIs that bridge brand health and business impact, including aided awareness, engagement rate, conversion rate, and pipeline contribution. - Partner with Brand, Product Marketing, and Performance Media to align messaging, audiences, and creative across the funnel. - Build testing roadmaps for creative, targeting, and content sequencing to improve resonance and drive action. - Lead multi-channel campaign planning and execution across LinkedIn, Meta, YouTube, CTV, Linear TV and programmatic channels. Manage campaign setup, pacing, and budget allocation to deliver efficiency across both awareness and acquisition metrics. - Build and optimize always-on upper-funnel campaigns that directly influence down-funnel performance — leveraging data-driven creative and sequential messaging. - Collaborate with creative partners to evolve brand assets based on engagement, conversion, and CAC insights. - Ensure tracking and UTMs are implemented correctly across all campaigns for accurate attribution and reporting. - Partner closely with Data Science to measure incrementality of every initiative, including how to best plan for halo. - Partner with analytics and data teams to unify brand and performance measurement — from impression share and reach to MQLs, pipeline, and CAC. - Run brand lift, incrementality, and efficiency analyses to quantify the ROI of upper-funnel investments. - Create and maintain dashboards (Looker, Tableau, GA4) visualizing both brand health and down-funnel impact. - Translate insights into actionable creative and channel optimizations that enhance ROI over time. - Collaborate with Brand, Product Marketing, and Growth to ensure creative and media align to the customer journey. - Partner with Regional and Global Marketing teams to adapt brandformance frameworks for local markets. - Work with Finance, RevOps, and Analytics to monitor performance against CAC and pipeline goals. - Act as the bridge between creative storytelling and data-driven optimization, advocating for performance-backed brand growth. WHO YOU ARE We're looking for people who meet the minimum requirements for this role. The preferred qualifications are great to have, but are not mandatory. MINIMUM QUALIFICATIONS: - 5+ years of experience in performance or brand marketing, ideally within a B2B SaaS or fintech environment. - Proven track record transforming upper-funnel channels into measurable down-funnel performance drivers — improving CAC and efficiency. - Strong understanding of paid media ecosystems, incrementality measurement, brand lift, search lift, geoX experiments, and direct hands-on success with halo lift strategies - Ability to balance brand strategy with performance rigor, translating creative ideas into measurable results. - Exceptional analytical skills — experienced in interpreting media data and connecting it to pipeline and ROI. - Excellent communication and stakeholder management skills across creative, marketing, and analytics functions. - Bachelor’s degree in Data Science, Econometrics, Business Analytics. PREFERRED QUALIFICATIONS: - Experience running integrated brand-to-demand campaigns across multiple geographies. - Familiarity with multi-touch attribution (MTA), MMM, and lift testing frameworks. - Understanding of AI and automation workflows for creative optimization and content scaling. - Strong grasp of CAC, LTV, and ROI modeling to guide investment decisions. - Experience optimizing for B2B SaaS or fintech pipelines with full-funnel visibility (from lead to closed-won). - Hands-on familiarity with Marketo, Looker, SQL, Salesforce, and offline conversion tracking workflows. - Demonstrated analytical strength — comfortable with bid modeling, forecasting, and performance attribution. - Exceptional leadership, communication, and stakeholder management skills. - Multi-lingual and particularly Mandarin or Cantonese. - MBA Degree is a plus. APPLICANT SAFETY POLICY: FRAUD AND THIRD-PARTY RECRUITERS To protect you from recruitment scams, please be aware that Airwallex will not ask for bank details, sensitive ID numbers (i.e. passport), or any form of payment during the application or interview process. All official communication will come from an @airwallex.com [Upgrade to PRO to see link] email address. Please apply only through careers.airwallex.com [Upgrade to PRO to see link] or our official LinkedIn page. Airwallex does not accept unsolicited resumes from search firms/recruiters. Airwallex will not pay any fees to search firms/recruiters if a candidate is submitted by a search firm/recruiter unless an agreement has been entered into with respect to specific open position(s). Search firms/recruiters submitting resumes to Airwallex on an unsolicited basis shall be deemed to accept this condition, regardless of any other provision to the contrary. EQUAL OPPORTUNITY Airwallex is proud to be an equal opportunity employer. We value diversity and anyone seeking employment at Airwallex is considered based on merit, qualifications, competence and talent. We don’t regard color, religion, race, national origin, sexual orientation, ancestry, citizenship, sex, marital or family status, disability, gender, or any other legally protected status when making our hiring decisions. If you have a disability or special need that requires accommodation, please let us know.