Head of Marketing, North America - job 1 of 3

The Head of Marketing at Airwallex is tasked with developing a comprehensive B2B marketing strategy to drive customer acquisition and retention in North America. Responsibilities include managing both performance marketing initiatives and offline campaigns, overseeing product launches, and executing a robust content marketing strategy. This role requires close collaboration with commercial and product teams to ensure effective marketing efforts that align with business goals.

Candidates for the Head of Marketing role at Airwallex should have a bachelor's degree or equivalent professional experience, coupled with at least 15 years of marketing experience, particularly in B2B growth. Strong expertise in both online and offline marketing channels is essential, complemented by exceptional communication skills, organizational capabilities, and a customer-centric approach to marketing strategies.

The Head of Marketing at Airwallex will implement a variety of marketing strategies including performance marketing through paid social, display ads, and SEM, as well as offline campaigns like events. The role also focuses on content marketing to create valuable industry-specific materials and optimizing CRM strategies for effective email marketing, which are pivotal in engaging both new and existing customers.

Yes, having past experience in fintech is highly beneficial for the Head of Marketing position at Airwallex. Familiarity with the nuances of financial technology and startup environments can give candidates a competitive edge, enabling them to understand the market dynamics better and contribute to building effective marketing strategies tailored for this sector.

The work culture at Airwallex is dynamic and innovative, emphasizing collaboration and creativity. As the Head of Marketing, you'll be part of a diverse team passionate about transforming financial solutions for businesses worldwide. The company fosters an inclusive environment that values diversity and encourages bold ideas, allowing you to make a substantial impact in a thriving industry.

To develop a marketing strategy for North America, I would begin with in-depth market research to understand customer needs and market trends. This information would guide the creation of a comprehensive B2B strategy focusing on both digital and offline channels to enhance brand visibility and attract new clients.

Certainly! One successful campaign I led involved a multi-channel approach combining email marketing, paid social, and a series of events that targeted key industry segments. By analyzing customer data and feedback, we refined our messaging, resulting in a significant increase in lead acquisition and customer engagement.

I would utilize a combination of performance metrics such as CTR, conversion rates, and ROI to assess campaign effectiveness. Regular A/B testing and customer feedback collection would inform necessary adjustments, ensuring we focus on strategies yielding the best results while maximizing our marketing budget.

Prioritizing marketing initiatives involves assessing their potential ROI against available resources and company objectives. I assess market demand, alignment with strategic goals, and team capacity before determining which initiatives to prioritize for maximum impact.

In performance marketing, my approach is data-driven; I analyze target demographics and behaviors to create targeted campaigns across platforms. Regular performance audits help optimize ongoing efforts and adapt quickly to changes in audience response.

Launching a new product in North America would require a well-coordinated go-to-market strategy. This entails aligning with product teams for messaging, preparing marketing collateral, and planning a launch event to generate buzz. I’d also leverage digital channels to maximize outreach to potential customers.

Effective communication within my marketing team is achieved through regular updates, collaborative project management tools, and open feedback loops. I prioritize fostering a culture where diverse ideas and constructive criticism are welcomed to drive creativity and cohesion.

I utilize a mix of analytics platforms like Google Analytics, social media insights, and CRM tools like HubSpot or Salesforce. These tools provide comprehensive tracking of marketing performance across various channels, enabling informed decision-making.

I stay updated on marketing trends through continuous education, attending industry conferences, and being active in professional networks. Following leading marketing publications and thought leaders on social media also helps me remain informed about emerging strategies and technologies.

Customer feedback is invaluable in shaping marketing strategies. It helps identify what resonates with our audience, informs adjustments to product features, and guides the development of more effective messaging. Regular engagement with customers to solicit their input ensures our strategies remain relevant and effective.