Associate Director, Paid Social

Airwallex•San Francisco, CA

56d•Onsite

About The Position

Airwallex is the only unified payments and financial platform for global businesses. Powered by our unique combination of proprietary infrastructure and software, we empower over 150,000 businesses worldwide – including Brex, Rippling, Navan, Qantas, SHEIN and many more – with fully integrated solutions to manage everything from business accounts, payments, spend management and treasury, to embedded finance at a global scale. Proudly founded in Melbourne, we have a team of over 1,800 of the brightest and most innovative people in tech across 26 offices around the globe. Valued at US$6.2 billion and backed by world-leading investors including Visa, Airtree, Blackbird, Sequoia, DST Global, Greenoaks, Salesforce Ventures, Lone Pine, and Square Peg, Airwallex is leading the charge in building the global payments and financial platform of the future. If you’re ready to do the most ambitious work of your career, join us. The Marketing team at Airwallex drives brand awareness and customer engagement through innovative and strategic campaigns. We work to communicate the value of our financial solutions, attract new customers, and strengthen relationships with existing ones. By leveraging data-driven insights and creative strategies, we ensure Airwallex stands out in a competitive market. Our team is passionate about telling the Airwallex story and supporting the company's growth and success. We are seeking a highly strategic and analytical Sr. Manager or Associate Director of Paid Social to lead our global paid social strategy, activation, and optimization efforts. This role will own the full-funnel paid social motion — from awareness to acquisition — across platforms like LinkedIn, Meta, Reddit, X, Quora, and emerging channels. You will play a key leadership role in shaping how paid social contributes to pipeline growth, revenue, and brand awareness globally. You’ll partner with performance marketing, regional marketing, creative, analytics, and product marketing teams to build scalable frameworks, execute precision targeting, and drive measurable business outcomes. This role is based in San Francisco.

Requirements

8+ years of experience in paid social or digital performance marketing, ideally in B2B SaaS, fintech, or global demand generation.
Deep expertise in LinkedIn Ads, Meta Ads, and at least one other platform (Reddit, Quora, X, YouTube).
Deep experience running campaign initiatives for paid social that drive up-market pipeline
Proven track record of delivering measurable growth through paid social (pipeline, ROAS, CAC efficiency).
Strong analytical mindset with experience managing multimillion-dollar budgets across multiple regions.
Advanced proficiency with paid media platforms, tracking systems (UTMs, pixel management, MMPs), and reporting tools (Looker, Tableau, or Google Data Studio).
Experience managing agencies or in-house teams; ability to guide both strategy and hands-on execution.
Excellent communication skills and comfort working cross-functionally with creative, product marketing, and data teams.
Bachelor’s degree in Marketing, Business, Economics, Computer science or a related field (Masters degree or equivalent experience a plus).

Nice To Haves

Experience scaling paid social programs globally in high-growth environments.
Familiarity with multi-touch attribution, MMM, and incrementality measurement.
Experience building creative iteration frameworks (e.g., modular creative systems, A/B testing playbooks).
Comfort working across multiple time zones and regional marketing teams.
Experience with CRM-connected campaigns (Marketo, HubSpot, Salesforce integrations).

Responsibilities

Define the global paid social strategy across brand, demand generation, and retargeting campaigns, ensuring alignment with company growth and pipeline goals.
Maintain and execute against a centralized operating model for paid social — including campaign structure, targeting frameworks, creative testing protocols, and budget allocation models.
Partner with regional teams to localize global strategy, ensuring cultural and market relevance while maintaining measurement consistency.
Own execution for paid social investments, including forecasting, pacing, and performance scenario modeling.
Oversee end-to-end paid social execution — campaign builds, QA, creative rotations, and audience segmentation — across multiple platforms.
Build and maintain testing roadmaps to drive creative experimentation, audience insights, and bidding optimization.
Partner with analytics to develop incrementality tests, lift studies, and MMM inputs that quantify paid social’s impact on revenue and LTV:CAC efficiency.
Drive adoption of first-party data strategies (e.g., CRM integrations, lead matching, custom audiences) to improve targeting and measurement fidelity.
Collaborate with Global Performance Marketing Strategy, Product Marketing, and Creative to ensure campaigns align with product positioning and GTM priorities.
Partner with Creative and Brand teams to define creative best practices by funnel stage, audience, and platform.
Work with Data, Finance, and BI teams to ensure accurate reporting, pacing, and ROI visibility.
Serve as the internal expert for paid social — training stakeholders, evangelizing best practices, and ensuring operational consistency.
Manage and QA to ensure flawless execution and continuous upskilling.
Develop and refine QA frameworks, consistently execute campaign naming conventions, and UTM standards to ensure global consistency and scalability.
Oversee the transition of campaign builds and optimizations into in-house
Champion automation and tooling (e.g., Smartly, Sprinklr, or native platform APIs) to improve audience relevance, efficiency and reduce manual workload.