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

• 5+ years in performance marketing, with at least 2+ years in crypto, web3, forex, or regulated fintech.
• The role will be 85% focused on driving turnover from individual users of the platform (B2C), and 15% focused on driving high quality business leads (B2B).
• Proven track record of scaling paid acquisition profitably in multi-geo markets.
• Deep platform expertise in Google Ads, Meta, TikTok, Apple Search Ads, and DSPs.
• Strong understanding of attribution models (MMM, MTA, incrementality, SKAN, Android Privacy Sandbox).
• High data fluency — hands-on with GA4, Appsflyer, Mixpanel, Looker, or similar BI tools.
• Demonstrated ability to manage agencies and build internal teams.
• Advanced understanding of privacy frameworks (GDPR, CCPA) and crypto ad policy restrictions.
• Exceptional analytical and communication skills — able to translate data into executive decisions.

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.

Why Join Paybis

• Impact: This is a foundational role shaping the company's security operations.
• Autonomy: Full ownership of one of the company’s most critical products.
• Growth: Direct collaboration with C-levels.
• Culture: Fast-moving fintech environment with high trust and responsibility.
• Flexibility: Remote-first setup aligned with EU time zones.
• Compensation: Competitive salary (b2b or EoR), performance-based bonus, and benefits.