Director Marketing Performance Media

Description

At Xe, we live currencies. We provide a comprehensive range of currency services and products, including our Currency Converter, Market Analysis, Currency Data API and quick, easy, secure Money Transfers for individuals and businesses. We leverage technology to deliver these services through our website, mobile app and by phone. Last year, we helped over 300 million people access information about the currencies that matter to them and over 225,000 people used us to send money overseas.

ABOUT THIS ROLE

Xe is seeking a Director of Performance Media (Paid Channels) to lead its global paid acquisition engine across NAM, EMEA, and APAC. This is a senior, hands-on leadership role responsible for setting global strategy, managing a $10M+ paid media budget, and scaling customer acquisition across digital paid channels.

Reporting to the VP of Marketing, this role will manage regional Performance Media Managers and work closely with Lifecycle, Organic Growth, Brand, Product, Analytics, and Compliance teams to deliver efficient, compliant, and scalable growth.

This is a strategic builder role: defining how paid media operates globally at Xe while remaining close enough to execution to ensure performance rigor and continuous optimization.

OUR PRINCIPLES

• AMBITION - We dream big, try things out and always ask why not? and what if? Were ambitious in our thinking and our delivery
• RESPONSIBILITY - We get involved, bring our perspective, and are always open to new ideas. We take personal responsibility
• COMMUNITY - We value a sense of belonging, trusting each other and encouraging authenticity. We contribute to our community

ROLES & RESPONSIBILITIES

• Global Performance Media Strategy & Leadership

• Own Xes 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.

• Team 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.

• Paid Media Execution & Optimization

• 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.

• Measurement, Analytics & Reporting

• Define and own global performance media KPIs and reporting standards.

• Partner with Analytics and BI to:

• Improve attribution models

• Strengthen funnel visibility

• Connect spend to downstream value (LTV, retention, repeat usage)

• Provide clear, actionable performance insights to senior stakeholders and executive leadership.

• Cross-Functional Collaboration & Compliance

• Work closely with:

• Lifecycle Marketing to align acquisition quality with downstream engagement and retention

• Organic Growth to maximize search efficiency and keyword coverage

• Brand & Creative to ensure paid creative effectiveness without compromising brand integrity

• Legal & Compliance to ensure regulatory adherence across geographies

• Translate business and product priorities into paid acquisition strategies that scale globally.

POSITION REQUIREMENTS

• Experience & Expertise
• 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

Leadership & Operating Style

• 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

Tools & Capabilities

• 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

PERKS & BENEFITS

• Medical, Dental & Vision Insurance
• 401K Plan with Match
• Employee Stock Purchase Plan
• Paid Vacation / Sick Leave
• Hybrid Work Schedule
• Tuition Assistance
• Growth Opportunities
• Corporate gatherings, team bonding events, and much more!
• Plumm Mental Health and Wellbeing
• Volunteering day for a charity of your choice

XE offers a competitive salary and benefits package. The reasonable estimated pay for this (Salary Exempt or Non-exempt hourly rate) role ranges from ($140,000USD to $175,000USD). Actual compensation is based upon factors such as the candidates skills, qualifications, and experience. In addition, XE offers comprehensive and inclusive employee benefits for this role including healthcare, dental and vision benefits, a 401(K) plan, Paid Vacation/ Sick Leave and more.

We want Xe to be a great place to work and to ensure that our communities are represented across our workforce. A vital part of this is ensuring we are a truly inclusive organization that encourages diversity in all respects.

Xe is an Equal Employment Opportunity employer. All qualified applicants will be considered for employment regardless of age, national origin, race, color, disability, religion, sexual orientation, gender identity or expression, or any other characteristic protected under applicable law. We are committed to providing reasonable accommodations to qualified individuals with disabilities. If you need assistance or an accommodation due to a disability, you may contact us at [email protected]

The position responsibilities outlined above are intended to define the general contents and requirements to perform this job. It is not to be taken as a complete statement of responsibilities or requirements. This job description does not restrict the Companys right to assign or reassign duties and responsibilities to this job as needed.

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