General Manager - Performance Marketing - FinTech/Adtech/Internet

About the Role

We are looking for a strategic and data-driven General Manager Performance Marketing to lead customer acquisition and revenue growth for our fintech platform. This role is responsible for scaling high-quality user acquisition across lending, payments, wealth, insurance, or banking products while maintaining strict CAC, risk, and compliance guardrails.

You will own the full performance marketing P&L and drive measurable growth across digital channels in a highly regulated, competitive environment.

Key Responsibilities

1. Growth Strategy & Business Ownership

- Develop and execute a full-funnel acquisition strategy aligned with revenue and product growth targets.

- Own new customer acquisition, activation, and funded/approved user metrics.

- Drive optimization across the entire funnel: impression click signup KYC approval activation revenue.

- Manage performance marketing P&L with accountability for CAC, LTV, contribution margin, and payback period.

2. Channel Leadership & Scale

Lead acquisition across key platforms including:

- Google Ads (Search, Display, YouTube)

- Meta (Facebook & Instagram)

- TikTok

- LinkedIn

- Affiliate, programmatic, and app install networks

- Scale performance budgets efficiently while maintaining underwriting quality and fraud control.

- Lead ASO and paid app acquisition strategies if applicable.

3. Data, Risk & Compliance Alignment

- Partner closely with Risk, Credit, and Compliance teams to ensure acquisition quality meets underwriting standards.

- Optimize toward downstream metrics such as approval rates, default rates, transaction volume, AUM, or repayment behavior.

- Implement robust attribution models and fraud detection mechanisms.

- Ensure adherence to regulatory advertising requirements (financial disclosures, disclaimers, fair lending standards).

4. Advanced Analytics & Optimization

- Establish advanced tracking frameworks (GA4, MMPs, server-side tracking, first-party data strategies).

- Build LTV-based bidding strategies and predictive performance models.

- Run structured experimentation programs (creative testing, incrementality testing, geo experiments).

- Drive conversion rate optimization across landing pages, onboarding flows, and KYC journeys.

5. Team Leadership & Cross-Functional Collaboration

- Build and lead a high-performance growth team across paid media, analytics, and CRO.

- Work closely with Product to improve onboarding and activation rates.

- Collaborate with Finance on forecasting and unit economics modeling.

- Manage agency and technology partners where applicable.

Qualifications

- 15+ years of performance marketing experience, with 4+ years in a leadership role.

- Experience in fintech, digital banking, lending, payments, insurtech, wealthtech, or a regulated industry.

- Proven track record managing large acquisition budgets with strict CAC and risk thresholds.

- Deep understanding of fintech metrics: CAC, LTV, payback period, default rate, approval rate, ARPU, AUM.

- Experience optimizing multi-step onboarding funnels (including KYC flows).

- Strong knowledge of mobile attribution platforms and privacy frameworks (iOS/Android).

- Excellent analytical and financial modeling skills.