PAYALLY GLOBAL
Head of Marketing & Growth - financial services
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The Role
We are seeking a high-performing, commercially sharp Head of Marketing & Growth to lead our global marketing strategy across an international group of financial entities. Operating at the intersection of brand reputation, regulatory compliance, and revenue generation, you will be responsible for building an unstoppable lead generation engine for our Sales and Relationship Management (RM) teams, establishing market authority across multiple jurisdictions, positioning the group as a top-tier employer, and driving full-funnel client acquisition and retention.
Reporting directly to the Chief Commercial Officer (CCO), you will treat marketing as a measurable revenue driver rather than a cost center.
Key Responsibilities
Growth Marketing, Lead Generation & Pipeline Acceleration
- Build, execute, and scale inbound and outbound lead generation engines (LinkedIn Ads, Google Search, programmatic, targeted email campaigns) across international target markets.
- Develop hyper-personalised ABM campaigns (bespoke content, customised landing pages, targeted outreach) aimed at securing enterprise, corporate, and institutional clients.
- Equipping RM and Sales teams with high-converting sales collateral, pitch decks, case studies, automated nurture sequences, and objection-handling battlecards.
Full-Funnel Journey & Retention
- Collaborate with Operations and Compliance teams to minimise drop-offs during KYC/AML and corporate verification processes by optimising onboarding messaging and client communications.
- Design automated lifecycle marketing sequences, market update digests, and fee/product promotion structures to increase transaction volume and maximize Customer Lifetime Value (LTV).
Financial Brand Strategy, PR & Regulatory Alignment
- Maintain unified brand identity, visual standards, and messaging across all global group entities, adapting to regional cultural and market nuances.
- Oversee market reports, whitepapers, press releases, and executive op-eds to build deep institutional trust and position the group as an industry authority.
- Work closely with Legal and Compliance teams to ensure all promotional activities strictly adhere to local regulatory standards across operating jurisdictions (e.g., FCA, MiFID II, regulatory promotion rules). Establish fast-track workflows for legal approvals.
Digital Marketing, Social Media & Executive Branding
- Oversee content strategy and growth across LinkedIn, YouTube, Twitter/X, and specialised regional financial platforms.
- Implement social selling frameworks and personal branding strategies for senior executives and Relationship Managers to drive organic commercial inquiries.
- Proactively manage online reputation, Glassdoor reviews, and digital media sentiment, establishing crisis response protocols during market volatility.
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Employer Branding & Talent Attraction
- Partner with HR to define and market the group’s culture, positioning the organisation as a top choice for elite sales, compliance, tech, and financial talent globally.
- Create targeted digital recruitment campaigns, employee spotlight videos, and culture content to attract high-caliber professionals in competitive international markets.
International Events & Field Marketing
- Plan, manage, and execute participation in major international financial summits, industry trade shows, private VIP roundtables, and regional networking events.
- Coordinate targeted outreach prior to events to secure C-suite client meetings, combined with strict post-event lead capture and rapid sales follow-up protocols.
Professional Experience
Candidate Requirements & Qualifications
- 6+ years of marketing leadership experience in financial services, corporate banking, FinTech, cross-border payments, wealth management, or capital markets.
- Proven track record of managing multi-country marketing operations, accounting for regional cultural differences, local languages, and distinct financial regulations.
- Demonstrated history of partnering directly with sales leadership to drive measurable pipeline value, client acquisition, and measurable commercial ROI.
Core Competencies & Knowledge
- Firm understanding of financial advertising laws, promotional compliance, and client onboarding friction points.
- Deep proficiency in CRM architecture (Salesforce, HubSpot), marketing automation, Google Analytics (GA4), and multi-touch attribution tools.
- Expert ability to calculate, report, and optimise unit economics: CAC (Customer Acquisition Cost), CPQL (Cost Per Qualified Lead), LTV, and Payback Period.
- Full compliance knowledge regarding international data privacy laws (GDPR, CCPA, cross-border data routing).
Leadership & Soft Skills
- Equally comfortable setting global marketing strategy with C-level leadership and diving into copywriting, metric analysis, or campaign setup.
- Exceptional ability to build strong, collaborative relationships with Sales, Compliance, Product, HR, and Regional Managing Directors.
- Professional fluency in English; proficiency in additional regional languages (relevant to target operating markets) is a distinct advantage.
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About PAYALLY GLOBAL
PAYALLY GLOBAL is an international financial services brand and platform connecting businesses and private clients with tailored solutions for managing complex cross-border financial needs.
As the financial industry becomes increasingly automated, PAYALLY GLOBAL remains focused on delivering a personal and relationship-led experience. Clients are supported by dedicated Relationship Managers who help coordinate their financial requirements with precision, consistency, and care.
Financial services available through the PAYALLY GLOBAL platform are provided by the relevant regulated or registered operating entities, depending on the service and jurisdiction.
- PayAlly Limited is authorised by the UK Financial Conduct Authority under the Electronic Money Regulations 2011 to issue electronic money and provide payment services (Firm Reference Number 944721). PayAlly Limited is also a Principal Member of Visa and Mastercard.
- Services for the Canadian market are provided by PA West Services LTD., which is registered with FINTRAC as a money services business under registration number M23074796.
- Applicable virtual currency exchange and transfer services are provided by Swiss Secure Digital Solutions AG, a member of VQF, a self-regulatory organisation recognised by the Swiss Financial Market Supervisory Authority, FINMA.
Through its operating entities, the PAYALLY GLOBAL platform provides access to a broad range of services, including international and local payments, multi-currency accounts, foreign exchange, debit cards, card issuing, and payment gateway solutions. The availability of individual services is subject to eligibility, jurisdiction, and the applicable regulatory framework.
PAYALLY GLOBAL combines international reach, regulated infrastructure, and human expertise to support businesses and private clients with global ambitions.
PAYALLY and PAYALLY GLOBAL trademarks belong to Andzejovski Holding OU. Financial services related to transactions in national currencies are provided and managed by PayAlly Limited, authorised and regulated by the FCA (Reference No. 944721). Financial services involving transactions in national currencies and digital currency exchanges in the Canadian market are provided and managed by PA West Services LTD, authorised and regulated by FINTRAC (License No. M23074796). Financial services related to virtual currency exchanges and virtual currency transfers are provided and managed by SHO Swiss Secure Digital Solutions AG, which is a member of the VQF association.
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