Coins.ph

Digital wallet, bill payments, crypto trading

Head of Marketing - Cross-Border Payments

Marketing Generalist & ManagementPosted on Nov 10

Full-timeNo salary listedHybrid

About the Job

Requirements

At least 8 years of marketing experience, including at least 4 years in a leadership role, ideally in cross-border payments, remittance, fintech, or financial services.
A proven track record of growing B2B and B2C businesses, with clear results in pipeline, acquisition, and revenue.
Strong understanding of cross-border payments, including foreign exchange, remittance corridors, payment rails, and the regulatory environment; knowledge of digital assets and stablecoins is also desirable.
Hands-on experience with performance marketing, customer relationship management and marketing automation tools such as HubSpot, Braze, or Salesforce, and analytics tools.
Experience marketing across several Asia-Pacific markets.
Fluency in English.

Responsibilities

Define and run the marketing strategy for the cross-border payments business, aligned with targets for total payment volume, revenue, and customer acquisition.
Build brand positioning and messaging that differentiates the business from banks, remittance companies, and fintech competitors.
Develop go-to-market plans for new corridors, products, and market launches.
Own the full marketing funnel from awareness through activation and retention for B2B and B2C segments.
Run integrated campaigns across performance marketing, search engine optimization and marketing, content, social media, email and customer relationship management, events, and partnerships.
Build B2B demand-generation and account-based marketing programs that feed a qualified pipeline to Sales and Business Development.
Grow the user base in key remittance corridors through localized campaigns.
Work with Product on positioning, pricing communications, and launch plans for new payment products, including collections, payouts, foreign exchange, and stablecoin settlement.
Produce sales-enablement materials, including pitch decks, case studies, one-pagers, and competitive battlecards.
Set key performance indicators and dashboards for customer acquisition cost, lifetime value, conversion, pipeline contribution, and return on investment, and optimize based on data.
Manage and allocate the marketing budget across channels and markets.
Build, lead, and develop a high-performing marketing team, and manage agencies and vendors.
Work with Compliance and Legal to ensure communications meet regulatory requirements in each market.
Represent the company at industry events, in the media, and with partners.

Desired Qualifications

Familiarity with Southeast Asia.
Mandarin and Filipino language skills.

We’re looking for a Head of Marketing to own the marketing strategy for our cross-border payments business. You’ll build the brand, generate demand and support growth across B2B segments (SMEs, enterprises, payment partners) and B2C segments (remittance users), in several markets. You’ll lead a team, own the budget and work closely with Sales, Product, BD and Compliance to turn marketing into revenue.

Key Responsibilities

Strategy & Brand: Define and run the marketing strategy for cross-border payments, aligned with business targets for TPV, revenue and customer acquisition. Build brand positioning and messaging that sets us apart from banks, remittance companies and fintech competitors. Develop go-to-market plans for new corridors, products and market launches.
Growth & Demand Generation: Own the full funnel, from awareness to activation to retention, for both B2B and B2C. Run integrated campaigns across performance marketing, SEO/SEM, content, social, email/CRM, events and partnerships. Build B2B demand generation and account-based marketing (ABM) programs that feed a qualified pipeline to Sales and BD. Grow the user base in key remittance corridors (e.g., PH ⇄ HK/SG/UAE/US/JP) through localized campaigns.
Product Marketing: Work with Product on positioning, pricing communication and launch plans for new payment products (e.g., collections, payouts, FX, stablecoin settlement). Produce sales enablement material: pitch decks, case studies, one-pagers and competitive battlecards.
Data & Performance: Set KPIs and dashboards (CAC, LTV, conversion, pipeline contribution, ROI) and optimize based on data. Manage and allocate the marketing budget across channels and markets.
Leadership & Collaboration: Build, lead and develop a high-performing marketing team and manage agencies and vendors. Work with Compliance and Legal so all communications meet regulatory requirements in each market. Represent the company at industry events, in the media and with partners.

Qualifications

8+ years of marketing experience, including 4+ years in a leadership role, ideally in cross-border payments, remittance, fintech or financial services.
Proven track record of growing both B2B and B2C businesses, with clear results in pipeline, acquisition and revenue.
Strong understanding of the cross-border payments landscape: FX, remittance corridors, payment rails, the regulatory environment, and ideally digital assets and stablecoins.
Hands-on experience with performance marketing, CRM/marketing automation (e.g., HubSpot, Braze, Salesforce) and analytics tools.
Experience marketing across several APAC markets; familiarity with Southeast Asia is a strong plus.
Excellent strategic thinking, storytelling and stakeholder management skills.
Fluent in English; Mandarin and Filipino are a plus.

About the Company

Coins.ph

Digital wallet, bill payments, crypto trading

Coins.ph is a digital wallet and financial services platform in the Philippines. It lets users pay bills (utilities, government services, telecom), buy mobile load, and trade cryptocurrencies like Bitcoin, Ethereum, and Bitcoin Cash. The service targets individuals who want an easy way to manage money and pay for services, as well as small businesses that need simple payment workflows. Transactions incur small fees, and Coins.ph earns through partnerships and rebates with service providers. A cardless ATM feature allows cash withdrawals without a physical card. The product is designed to be simple and accessible, aiming to make financial tasks fast and convenient. The company’s goal is to provide seamless, all-in-one financial services that expand access to digital money for Filipinos.

Company size: 201-500
Company stage: Series C
Total funding: $40.1M
Headquarters: Manila, Philippines
Founded: 2014

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