Associate Director, Performance Marketing, SEM at Airwallex

San Francisco, California, United States

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$138,000 – $210,000Compensation

Senior (5 to 8 years), Expert & Leadership (9+ years)Experience Level

Full TimeJob Type

UnknownVisa

Fintech, Payments, Financial ServicesIndustries

Requirements

Strategic, analytical, and deeply experienced SEM leader capable of owning and scaling global paid search programs
Ability to manage multi-million-dollar budgets and define SEM growth roadmaps
Experience partnering with product marketing, regional marketing, and analytics teams to drive lead generation and revenue
Capability to operate both strategically and tactically, including designing growth frameworks and mentoring specialists
Expertise in Google and Microsoft Ads, including campaign structure, keyword strategy, bidding models, and creative optimization
Knowledge of SEM innovations such as automation, AI bidding, audience layering, and creative testing
Ability to ensure sustainable ROI across multiple regions and audiences
Based in San Francisco
Strong role-related expertise, sharp thinking, founder-like energy, good judgment, curiosity, humility, collaboration, and ability to use AI to solve problems

Responsibilities

Own the global SEM strategy, setting the vision for how paid search drives customer acquisition, lead generation, and pipeline growth across segments (SMB, mid-market, enterprise)
Develop and execute short- and long-term SEM growth plans, balancing efficiency (LTV:CAC) with scale
Partner with Global Performance Marketing Strategy, Product Marketing, and Regional Leads to localize SEM campaigns for each market’s commercial priorities
Manage annual and quarterly budget planning, pacing, and forecasting for paid search investments
Serve as the SEM thought leader, identifying innovation opportunities in automation, AI bidding, audience layering, and creative testing
Oversee campaign structure, keyword strategy, bidding models, and creative optimization across Google and Microsoft Ads
Implement testing frameworks (ad copy, landing pages, audiences, match types) to continuously improve CTR, CVR, and pipeline

Skills

Key technologies and capabilities for this role

SEMPerformance MarketingGoogle AdsPaid SearchMarketing AnalyticsCampaign ManagementPPCDigital AdvertisingA/B TestingConversion Optimization

Questions & Answers

Common questions about this position

What is the salary range for the Associate Director, Performance Marketing, SEM role?

The salary range is $138K - $210K.

Is this a remote position or does it require office work?

This information is not specified in the job description.

What key skills are required for this SEM role?

The role requires strategic and analytical expertise in SEM, deep experience leading paid search programs across Google and Microsoft Ads, budget management for multi-million-dollar investments, and the ability to drive ROI through lead generation and revenue.

What is the company culture like at Airwallex?

Airwallex values successful builders with founder-like energy, real impact, accelerated learning, ownership, strong expertise, sharp thinking, humility, collaboration, fast execution with good judgment, curiosity, and using AI to solve problems smarter.

What makes a strong candidate for this position?

Strong candidates are strategic and tactical SEM leaders who can design growth frameworks, manage large budgets, mentor specialists, partner cross-functionally, and deliver sustainable ROI, while embodying founder-like energy, collaboration, and first-principles thinking.

Airwallex

Cross-border payment solutions for businesses

About Airwallex

Airwallex provides cross-border payment solutions for businesses of all sizes, including small to medium-sized enterprises and large corporations. The company offers a range of financial services such as multi-currency accounts, international money transfers, foreign exchange services, and payment gateway solutions. These services are designed to facilitate efficient and cost-effective international transactions. Airwallex uses advanced technology to ensure that these transactions are fast and secure. Unlike many competitors, Airwallex focuses on building financial infrastructure that supports the digital economy, allowing businesses to operate seamlessly across borders. The company's goal is to simplify global payments and make them accessible to businesses worldwide.

Eastern District, Hong KongHeadquarters

2015Year Founded

$877.4MTotal Funding

SERIES_ECompany Stage

FintechIndustries

1,001-5,000Employees

Benefits

Hybrid Work Options

Employee Equity Programs

Risks

Increased competition from fintech startups could erode Airwallex's market share.

Regulatory scrutiny in Asia-Pacific, especially China, may impact Airwallex's operations.

Volatility in foreign exchange rates poses a risk to Airwallex's revenue streams.

Differentiation

Airwallex offers a comprehensive suite of cross-border payment solutions for businesses.

The company integrates financial services into platforms, enhancing customer experience and efficiency.

Airwallex's global presence with ten international offices supports its expansive service offerings.

Upsides

Airwallex reported an 83% revenue increase in APAC, showcasing strong regional growth.

The partnership with Carwow enhances Airwallex's visibility and operational efficiency in the UK.

Airwallex's expansion in EMEA with new offices boosts its international market presence.

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