Director Marketing Performance Media

Xe.com is a company that provides a comprehensive range of currency services and products, including a Currency Converter and secure Money Transfers. They are seeking a Director of Performance Media to lead their global paid acquisition strategy, manage a substantial budget, and drive customer acquisition across various digital channels.

Responsibilities:

• Own Xe’s global paid media strategy across all paid channels — including Search, Paid Social, Display/Programmatic, App Install, Affiliates, and others — with full accountability for CAC-driven investment decisions
• Define global investment frameworks, budget allocation logic, and channel mix decisions across regions
• Set clear performance standards, playbooks, and experimentation frameworks for regional teams
• Serve as the senior performance media thought partner to Marketing, Growth, Product, and Finance leadership
• Lead and develop Performance Media Managers providing strategic direction while enabling global and local execution
• Balance global consistency with regional market nuance, regulatory requirements, and platform dynamics
• Establish a strong operating cadence: planning, performance reviews, testing readouts, and quarterly retrospectives
• Support hiring, onboarding, and capability development as the function scales
• Oversee paid media execution across platforms including Google, Apple Search Ads, Meta, TikTok, programmatic, affiliate networks, and other channels, adapting the mix as the landscape evolves
• Drive continuous optimization of: CAC / CPA, ROAS, Conversion rate, Funnel efficiency
• Champion structured creative testing, audience segmentation, and bid strategy experimentation
• Ensure paid media efforts align tightly with Organic Growth, Lifecycle Marketing, and Brand initiatives
• Define and own global performance media KPIs and reporting standards
• Partner with Analytics and BI to improve attribution models, strengthen funnel visibility, and connect spend to downstream value (LTV, retention, repeat usage)
• Provide clear, actionable performance insights to senior stakeholders and executive leadership
• Work closely with Lifecycle Marketing to align acquisition quality with downstream engagement and retention
• Maximize search efficiency and keyword coverage in collaboration with Organic Growth
• Ensure paid creative effectiveness without compromising brand integrity with Brand & Creative
• Ensure regulatory adherence across geographies with Legal & Compliance
• Translate business and product priorities into paid acquisition strategies that scale globally

Requirements:

• 8+ years of experience in performance marketing / paid media, global or multi‑regional leadership preferred
• Proven track record of scaling paid acquisition in fintech, financial services, e‑commerce, marketplaces, or high‑growth digital products
• Deep hands‑on expertise across: Paid Search, Paid Social, App acquisition, Performance creative testing
• Strong understanding of attribution, incrementality, and performance measurement in complex environments
• Experience leading and mentoring globally distributed teams preferred
• Comfortable operating at both strategy and execution levels
• Highly analytical, data‑driven, and outcome‑oriented
• Strong cross‑functional collaborator with the ability to influence without authority
• Able to operate effectively in a regulated, compliance‑sensitive environment
• Advanced proficiency in platforms such as Google Ads, Meta Ads Manager, Apple Search Ads, and programmatic DSPs
• Experience with GA4, analytics platforms, attribution tools, and experimentation frameworks
• Comfortable partnering with product analytics (Amplitude), lifecycle tools (Iterable), and BI teams