We’re WorldFirst, an international payments business helping move money around the world. We became part of Ant Group in 2019, accelerating our mission to create the world’s best platform for international trade by combining WorldFirst’s products with Ant’s solutions aimed at enabling the digitalization of the modern services industry globally.

We have a shared purpose ‘to make it easy to do business anywhere.’ Together, we are advancing our shared aim of bringing innovative, inclusive and affordable services to small and medium-sized businesses and online merchants in the rapidly growing area of cross-border trade.

What you’ll do:

• Develop and execute the go-to-market plan focused on high-value corridors.
• Own KPIs such as CPA, activation rate, repeat transfer rate, and LTV.
• Build scalable, low-cost growth experiments leveraging digital marketing, referrals, CRM, and cross-sell.
• Build community, referral and affiliate marketing programs to drive customer App acquisition.
• Lead app marketing strategy and build content strategy targeting consumers
• Manage performance marketing campaigns including App Store Optimization (ASO) and install campaigns
• Build content, social and SEO, LLMO strategy to drive customer growth.
• Build analytics framework to track sign-up, first transfer, and retention.
• Build and lead a marketing team to launch the consumer App business.
• Leverage existing central team and vendors to maximise cost-efficient growth.
• Manage external vendors and agencies for creative and performance marketing.
• Manage budget allocation and ROI for consumer business.

What we’re looking for:

• 8+ years of growth marketing experience, including 4+ years in B2C mobile app marketing.
• Proven expertise in ASO, mobile UA campaigns, and analytics tools like AppsFlyer, Adjust, or Branch.
• Experience working in a complex, global matrix organisation working in multiple languages
• Experience growing a fast-paced business in both EMEA and APAC regions.
• Deep knowledge of CRM and lifecycle marketing tools such as Hubspot, Braze or Iterable.
• Strong analytical skills including cohort analysis and CAC:LTV modelling.
• Experience running content marketing programs for both B2C and B2B segments.
• Ability to thrive in early-stage launch environments.
• Experience driving multi-channel lifecycle campaigns (push, email, SMS).
• Experience marketing to local communities or cross-border remittance audiences.
• Experience running multi-language campaigns.

Seniority level

Director

Employment type

Full-time

Job function

Marketing