Manager, Performance Marketing, Brandformance

Airwallex•San Francisco, CA

3d•Onsite

About The Position

We’re looking for a strategic, creative, and data-driven marketing leader to bridge brand storytelling with measurable performance outcomes. As the Manager of Performance Marketing, Brandformance, you’ll own campaigns that elevate brand awareness while driving tangible business results — from engagement and lead generation to pipeline and ROI. You’ll partner across brand, creative, and growth teams to design campaigns that blend emotion with precision: shaping perception while delivering measurable efficiency. This role is ideal for a marketer who not only understands the power of storytelling but can transform upper-funnel channels into down-funnel performance engines, proving impact through metrics like CAC, pipeline, and LTV:CAC efficiency. This role is based in San Francisco.

Requirements

5+ years of experience in performance or brand marketing, ideally within a B2B SaaS or fintech environment.
Proven track record transforming upper-funnel channels into measurable down-funnel performance drivers — improving CAC and efficiency.
Strong understanding of paid media ecosystems, incrementality measurement, brand lift, search lift, geoX experiments, and direct hands-on success with halo lift strategies
Ability to balance brand strategy with performance rigor, translating creative ideas into measurable results.
Exceptional analytical skills — experienced in interpreting media data and connecting it to pipeline and ROI.
Excellent communication and stakeholder management skills across creative, marketing, and analytics functions.
Bachelor’s degree in Data Science, Econometrics, Business Analytics.

Nice To Haves

Experience running integrated brand-to-demand campaigns across multiple geographies.
Familiarity with multi-touch attribution (MTA), MMM, and lift testing frameworks.
Understanding of AI and automation workflows for creative optimization and content scaling.
Strong grasp of CAC, LTV, and ROI modeling to guide investment decisions.
Experience optimizing for B2B SaaS or fintech pipelines with full-funnel visibility (from lead to closed-won).
Hands-on familiarity with Marketo, Looker, SQL, Salesforce, and offline conversion tracking workflows.
Demonstrated analytical strength — comfortable with bid modeling, forecasting, and performance attribution.
Exceptional leadership, communication, and stakeholder management skills.
Multi-lingual and particularly Mandarin or Cantonese.
MBA Degree is a plus.

Responsibilities

Develop and execute brandformance strategies that connect upper- and lower-funnel goals across paid social, video, display, and emerging channels.
Create full-funnel frameworks that evolve brand channels into performance levers — reducing CAC and improving conversion efficiency.
Define KPIs that bridge brand health and business impact, including aided awareness, engagement rate, conversion rate, and pipeline contribution.
Partner with Brand, Product Marketing, and Performance Media to align messaging, audiences, and creative across the funnel.
Build testing roadmaps for creative, targeting, and content sequencing to improve resonance and drive action.
Lead multi-channel campaign planning and execution across LinkedIn, Meta, YouTube, CTV, Linear TV and programmatic channels.
Manage campaign setup, pacing, and budget allocation to deliver efficiency across both awareness and acquisition metrics.
Build and optimize always-on upper-funnel campaigns that directly influence down-funnel performance — leveraging data-driven creative and sequential messaging.
Collaborate with creative partners to evolve brand assets based on engagement, conversion, and CAC insights.
Ensure tracking and UTMs are implemented correctly across all campaigns for accurate attribution and reporting.
Partner closely with Data Science to measure incrementality of every initiative, including how to best plan for halo.
Partner with analytics and data teams to unify brand and performance measurement — from impression share and reach to MQLs, pipeline, and CAC.
Run brand lift, incrementality, and efficiency analyses to quantify the ROI of upper-funnel investments.
Create and maintain dashboards (Looker, Tableau, GA4) visualizing both brand health and down-funnel impact.
Translate insights into actionable creative and channel optimizations that enhance ROI over time.
Collaborate with Brand, Product Marketing, and Growth to ensure creative and media align to the customer journey.
Partner with Regional and Global Marketing teams to adapt brandformance frameworks for local markets.
Work with Finance, RevOps, and Analytics to monitor performance against CAC and pipeline goals.
Act as the bridge between creative storytelling and data-driven optimization, advocating for performance-backed brand growth.