Head of Marketing (Cross-Border Payments)

Coins; Manila; On-site; PHP 3,600,000 - 6,000,000; Full time

Job summary

Coins is seeking a Head of Marketing to own the cross-border payments marketing strategy across B2B and B2C segments. You will lead a team, set the brand direction, drive demand, and collaborate with Sales, Product, BD and Compliance to turn marketing into revenue.

You will define go-to-market plans for new corridors and products, manage performance marketing, CRM, analytics, and budget across APAC markets. Fluency in English is required; Mandarin and Filipino are a plus.

Qualifications

• 8+ years of marketing experience, including 4+ years in a leadership role.
• Proven track record of growing B2B and B2C businesses with pipeline, acquisition and revenue results.
• Strong understanding of cross-border payments landscape, FX, remittance corridors and regulatory environment.
• Hands-on experience with performance marketing, CRM/marketing automation and analytics tools.
• Experience marketing across APAC markets; familiarity with Southeast Asia is a plus.

Responsibilities

• Define and run the marketing strategy for cross-border payments, aligned with targets for TPV, revenue and customer acquisition.
• Build brand positioning and messaging that differentiates from banks, remittance companies and fintechs.
• Develop go-to-market plans for new corridors, products and market launches.
• Own full funnel marketing: awareness to activation to retention across B2B and B2C, via multi-channel campaigns.
• Set KPIs and dashboards and manage the marketing budget across channels and markets.

Skills

Strategy & Branding

Growth & Demand Gen

Product Marketing

Data & Analytics

Leadership

Cross-border payments knowledge

Stakeholder management

Campaign management

Tools

HubSpot

Braze

Salesforce

Google Analytics

Job description

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.

• 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.

• 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.

We may use artificial intelligence (AI) tools to support parts of the hiring process, such as reviewing applications, analyzing resumes, or assessing responses and identifying potential inconsistencies or verification signals in application materials based on available information. These tools assist our recruitment team but do not replace human judgment. Final hiring decisions are ultimately made by humans. If you would like more information about how your data is processed, please contact us.