Head of Marketing

AsiaFinance Group is a fast-growing group of fintech companies operating in Asia. Our core business is digital consumer lending.

The Group operates proprietary, end-to-end lending technology covering customer onboarding, underwriting, fraud prevention, loan servicing, collections, analytics, and reporting. The business is highly profitable, strongly capitalised, and expanding rapidly into new markets.

Position: Head of Marketing 
Location: Remote (Worldwide)
Reported to: CCO

About the role

We are seeking an experienced and highly hands-on Head of Marketing to lead customer acquisition, traffic generation, affiliate marketing, and digital growth initiatives across multiple markets. This is not a traditional people-management role. We are looking for a senior practitioner who can personally execute campaigns, analyze data, make decisions independently, and build scalable acquisition channels.

The successful candidate will combine strong analytical capabilities with creative marketing expertise. They will be comfortable working directly with performance marketing platforms, attribution tools, affiliate networks, and large datasets while also understanding customer behavior, advertising creatives, and channel-specific marketing strategies.

This role is ideal for someone who thrives in a fast-paced environment, requires minimal supervision, and has a proven track record of driving measurable growth in fintech, consumer finance, mobile apps, e-commerce, or other high-volume digital businesses.

Responsibilities:

 

Marketing Strategy & Growth

• Develop and execute the company's growth and customer acquisition strategy across multiple markets.
• Identify new marketing opportunities, traffic sources, and market expansion initiatives.
• Own marketing planning, budget allocation, forecasting, and performance reporting.

Performance Marketing

• Personally manage and optimize campaigns across Google Ads, Meta Ads, YouTube, Display Networks, and other paid acquisition channels.
• Develop audience targeting strategies, campaign structures, bidding approaches, and testing frameworks.
• Work closely with creative teams and external partners to develop and test high-performing advertising assets.
• Ensure all marketing activities comply with platform policies, local regulations, and company requirements.

Mobile App Acquisition

• Own mobile app growth strategy with a strong focus on Android user acquisition.
• Manage app attribution, analytics, and campaign tracking through AppsFlyer and related marketing technology platforms.
• Optimize app install campaigns and downstream conversion metrics across the customer lifecycle.
• Analyze user quality, retention, activation, and lifetime value to improve marketing performance.

Affiliate & Partnership Marketing

• Build, manage, and optimize a portfolio of affiliate partners, publishers, aggregators, and lead generation partners.
• Establish scalable affiliate acquisition frameworks and commercial partnership models.
• Monitor traffic quality, lead quality, compliance, and partner profitability.
• Negotiate commercial terms and evaluate new partnership opportunities.
  
   

Cross-Functional Collaboration

• Collaborate with Product, Commercial, Analytics, Risk, and Technology teams to deliver marketing initiatives and enhance customer acquisition performance.
• Work closely with external partners, agencies, affiliate networks, and media providers.
• Ensure alignment between marketing initiatives and overall business priorities.

What you bring

• Bachelor's degree in Marketing, Business Administration, Economics, Finance, Data Analytics, or a related field.
• 8+ years of experience in performance marketing, growth marketing, user acquisition, or digital marketing.
• Proven experience managing customer acquisition for mobile applications, preferably Android-based products.
• Hands-on expertise with Google Ads, Meta Ads Manager, Google Analytics, and AppsFlyer.
• Strong analytical and quantitative skills, with the ability to independently work with data using Excel, SQL, and reporting tools.
• Deep understanding of marketing funnels, attribution models, conversion optimization, and customer lifetime value metrics.
• Experience managing affiliate networks, publishers, lead generation partners, and performance-based traffic sources.
• Ability to assess traffic quality, detect fraudulent activity, and maintain strong compliance standards.
• Strong commercial mindset with focus on profitability, customer quality, and sustainable growth.
• Ability to work independently, prioritize effectively, and make decisions without extensive supervision.
• Excellent communication and stakeholder management skills.

Nice to have

• Experience in fintech, digital lending, consumer finance, banking, or high-growth technology businesses.
• Experience launching and scaling acquisition campaigns across multiple countries and regions.
• SEO knowledge and experience supporting organic growth initiatives.
• Experience establishing in-house affiliate programs or performance marketing agencies.
• Familiarity with BI and visualization tools such as Looker Studio, Power BI, Tableau, or similar platforms.

Nice to have

The ideal candidate is a senior, highly autonomous marketing leader who combines the analytical mindset of a growth strategist with the practical skills of a performance marketer. They are comfortable working directly with advertising platforms, attribution systems, affiliates, and large datasets while also possessing the creativity required to evaluate messaging, advertising concepts, and campaign effectiveness. The person should be capable of owning the entire acquisition function with minimal management oversight and becoming the primary marketing partner to executive leadership.