Job Description
Location: Remote, Philippines
Reports to: Chief Marketing Officer
Experience: 5–7 years in consumer marketing, ideally with exposure to wealth management, lending, fintech, crypto, or premium/VIP financial products
Role Overview
We are hiring a Wealth & Lending Marketing Specialist to own the growth of two of our most strategic consumer products: our VIP wealth management program and our lending program. This is a senior IC-style role responsible for the full marketing mix across both products. Strategy, positioning, acquisition, lifecycle, and retention. With a clear mandate to grow assets, loans, and revenue.
Key Responsibilities
Strategy and positioning
- Own the marketing strategy and roadmap for both the consumer VIP wealth management program and the lending program
- Define and continuously sharpen the positioning, messaging, and value propositions for each product, including the differences between mass-affluent, VIP, and high-net-worth audiences
- Identify the most valuable customer segments and design programs to acquire, deepen, and retain them
Acquisition and growth
- Plan and execute acquisition campaigns across paid, owned, and earned channels to drive qualified sign-ups, deposits, AUM, and loan originations
- Work with the growth and performance marketing teams to scale what is working and unlock new channels
- Build referral, partner, and ambassador motions appropriate to a premium financial audience
- Set, track, and report on the core commercial KPIs: AUM, net new deposits, loan book size, revenue, retention, and CAC/LTV
Lifecycle and retention
- Design and run lifecycle programs across email, push, in-app, and CRM to onboard, educate, upsell, and retain wealth and lending customers
- Create high-touch communications appropriate to a VIP audience, including bespoke updates, exclusive content, and relationship-driven moments
- Build retention programs that increase wallet share over time, including cross-sell between wealth and lending
Product marketing and content
- Translate complex wealth and lending mechanics (yield sources, custody, risk, collateralisation, LTV, liquidation, fees) into clear, trustworthy, audience-appropriate copy
- Produce or commission the assets needed across the funnel. Landing pages, product guides, comparison content, case studies, and educational material
- Partner with research and content teams to build a steady drumbeat of high-quality wealth and lending content
Cross-functional collaboration
- Work closely with the wealth and lending product teams to shape the roadmap, launches, and in-product experience from a customer perspective
- Coordinate with compliance and legal to ensure all marketing is accurate, compliant, and appropriate for the jurisdictions in scope
- Partner with the broader marketing org (brand, growth, content, social, lifecycle) to ensure a coherent experience across the customer journey
Requirements
- 5–7 years of marketing experience, with meaningful time spent owning consumer financial products end-to-end
- Demonstrable track record growing a product against hard commercial KPIs (AUM, deposits, loan originations, revenue, retention)
- Strong strategic instincts paired with a willingness to roll up your sleeves and ship the work
- Strong written English and the ability to communicate sensitive financial concepts clearly and credibly
- Comfort working with data. Defining the funnel, setting KPIs, and using analytics to make decisions
- Experience working with compliance and legal teams on regulated financial marketing
- Self-starter mindset. Happy to set direction, prioritise, and operate autonomously in a fast-moving environment
Nice to Have
- Direct experience marketing wealth management, private banking, lending, or crypto yield/lending products
- Working knowledge of crypto, digital assets, and the broader institutional and HNW landscape
- Experience marketing to VIP or HNW audiences with appropriate tone, channels, and white-glove tactics
- Familiarity with crypto-specific channels and communities (X/Twitter, Telegram, KOLs, on-chain campaigns)
- Comfort using AI tooling to accelerate content, segmentation, personalisation, and analysis
What Success Looks Like in the First 6 Months
- Clear, agreed positioning and messaging frameworks for both the VIP wealth program and the lending program
- Live, measurable acquisition and lifecycle programs running across both products
- Transparent dashboards tracking AUM, deposits, loan originations, retention, and CAC
- Demonstrable growth in the core commercial KPIs attributable to marketing work
