Vice President, Performance Marketing

We’re looking for a hands-on Performance Marketing professional to lead end-to-end performance marketing for the entire bank, covering mainly Retail and SMEs and other bank segments/products as assigned. This role will be responsible not only for campaign strategy and optimization, but also for direct involvement in creative execution, including creative design direction and copywriting for selected products.

You will ensure campaigns deliver measurable results across the funnel, using data, testing, and strong operational discipline.

Key Responsibilities  

• Own performance marketing strategy and execution for the bank’s portfolio, including but not limited to Retail and SMEs (and other products as assigned).
• Plan, launch, optimize, and report on performance campaigns across relevant channels, such as: Search (SEM), Social, Display/Programmatic, Affiliate/Programmatic, etc.
• Lead generation / performance funnels where KPIs apply
• Drive customer acquisition and conversion through funnel-focused campaign management (from targeting to conversion).
• Hands-on creative support (required for some products: create or directly develop ad creative concepts (formats, angles, offers, hooks)
• Write or adapt copywriting (ad copy, landing page copy, headlines, CTAs)
• Collaborate with design resources where needed, and ensure final creative quality and performance readiness
• Refresh creatives regularly based on performance and testing learnings
• Set up and maintain tracking/measurement: pixels/tags, UTMs, conversion events, attribution/reporting logic.
• Conduct ongoing testing and experimentation:
• A/B tests for creatives, copy, landing pages, audiences/targeting, offers, and bidding strategies
• Manage budget and bidding/optimization decisions to maximize efficiency (CTC/CPA/ROAS as relevant).
• Produce performance reports and insights, and recommend actions to improve results.
• Collaborate with internal stakeholders (Product, Sales, Analytics, Digital, Compliance, etc) to ensure alignment and campaign execution quality.
• Ensure compliance with relevant banking/financial advertising and regulatory requirements.

Requirements (Qualifications)

• A minimum of 10 years of solid hands-on performance marketing experience particularly in managing live campaigns
• Demonstrated ability to drive measurable results using data-driven optimization and testing.
• Strong understanding of performance funnels, conversion mechanics, and customer journey.
• Experience with paid platforms such as Google Ads, Meta Ads, LinkedIn Ads, and/or programmatic/affiliate networks, WeChat, etc.
• Strong analytics capability: comfortable analyzing reporting, identifying issues, and improving campaign performance.
• Experience with tracking and measurement: conversion events, UTMs, pixels/tags, attribution/measurement basics.
• Ability to take ownership of campaigns end-to-end and collaborate effectively with cross-functional teams.
• Creative hands-on capability: Ability to write performance-focused copy (ad copy + landing page copy where applicable)
• Ability to work directly with creative design processes (at least through direction/briefing and iterative iteration)
• Strong understanding of what makes creative “perform” in paid media
• Experience in financial services/banking/lending/SME products highly preferred.
• Basic familiarity with design/ GenAI tools to create first drafts or variants.