Head of Paid Media (B2B)

Yellow Card is the largest and first licensed stablecoin-based infrastructure provider, operating in 20 African countries and the emerging markets. Our mission is to empower businesses of all sizes, making it easier for them to make international payments, protect their financial assets, manage their treasury function, and access hard currency liquidity.

We are creating “financial infrastructure that works”, disrupting the financial services industry by offering innovative solutions designed to meet the distinct needs of – and real-world challenges faced on a daily basis by – our customers. Leveraging the power of stablecoins pegged 1:1 to the U.S. dollar (e.g., USDC, USDT, and PYUSD), we deliver our innovative solutions through our commercial trading function, our B2B products (i.e., our Payments API and “widget”), and our retail and small business platform.

Key responsibilities 

Duties include, but are not limited to.

Design and execute paid media campaigns tailored to B2B audiences, targeting decision-makers such as CFOs, finance teams, treasury managers, and business owners across African, global, and emerging markets

Develop and manage account-based marketing (ABM) campaigns to engage high-value enterprise prospects and institutional clients

Implement and manage paid media campaigns from conception to execution, ensuring alignment with B2B sales objectives, pipeline generation, and revenue goals

Develop compelling ad creatives with the Creative Team that speak to business pain points, ROI, and enterprise value propositions, continuously optimizing based on performance data, A/B testing, and B2B best practices

Utilize advanced targeting techniques, including job titles, company size, industry verticals, and firmographic data, to reach specific business segments and decision-makers

Manage advertising budgets effectively across longer sales cycles, making data-driven decisions to optimize cost-per-lead (CPL), cost-per-qualified-lead, and customer acquisition cost (CAC)

Expertly navigate B2B-focused paid media platforms such as LinkedIn Ads, Google Ads, programmatic display, and retargeting platforms, staying updated on new features and B2B best practices

Utilize analytics tools to monitor and analyze campaign performance with a focus on lead quality, pipeline contribution, and revenue attribution, providing regular reports with actionable insights

Conduct A/B testing and experimentation on ad creatives, copy, landing pages, and targeting parameters to optimize campaign performance and lead quality

Collaborate with Sales and Revenue teams to ensure marketing-qualified leads (MQLs) meet criteria and contribute to the sales pipeline, implementing feedback loops for continuous improvement

Collaborate with the creative team to ensure ad creatives communicate enterprise value, trust, security, and compliance (key considerations for B2B buyers)

Collaborate with the UX/UI and product teams to implement conversion rate optimization (CRO) strategies for B2B landing pages, demo request forms, and lead capture mechanisms

Experience with setting up and managing outbound emails/marketing campaigns, and LinkedIn outreach automation platforms

Assist in setting up and optimizing landing pages for specific B2B campaigns, webinars, Impact Reports, events, and demo requests

Stay informed about B2B marketing trends, enterprise buyer behavior, industry developments in African fintech, and emerging technologies in the paid media landscape

Required Experience

Bachelor's degree in Marketing, Business, or a related field

Proven technical experience as a Paid Media Specialist with at least 7 years of demonstrable B2B marketing expertise.

Proficiency in managing B2B-focused campaigns on platforms such as LinkedIn Ads, Google Ads (Search & Display), programmatic platforms, and other B2B channels

Strong analytical skills and experience with SEO and marketing analytics tools (Google Analytics, attribution platforms, CRM integration)

Experience with account-based marketing (ABM), strategies, and tools

Budget Management, CAC per MQL & ROAS Management

Excellent communication, stakeholder management, and attention to detail

Understanding of B2B sales cycles, multi-touch attribution models, and awareness of wider marketing strategies and campaigns

Experience working in fintech, cryptocurrency, stablecoin, payments, or enterprise SaaS

Key Success Factors:

B2B Campaign Excellence: Efficiently executing paid media campaigns specifically designed for B2B audiences that generate Marketing and Sales Qualified Leads (MQLs & SQLs) and contribute to the sales pipeline growth

Enterprise Messaging: Developing compelling ad creatives that address business challenges, demonstrate ROI, and resonate with C-suite and key business decision-makers

Strategic Targeting: Utilizing advanced B2B targeting techniques, including ABM strategies, firmographic targeting, and intent-based marketing, to reach qualified business prospects

Budget Efficiency: Managing budgets, optimizing for lead quality over volume, and demonstrating clear contribution to pipeline and revenue

Platform Expertise: Deep knowledge of B2B paid media platforms, particularly LinkedIn Ads, with the ability to leverage targeting capabilities for reaching business decision-makers

Attribution & Analytics: Proficiency in multi-touch attribution, CRM integration, and analyzing campaign performance through the lens of pipeline contribution, ROAS, and revenue impact

Lead Quality Focus: Optimizing campaigns not just for conversions, but for lead quality and sales team feedback, conducting ongoing testing to improve MQL & SQL rates

Cross-Functional Collaboration: Working effectively with Sales, Data, Revenue, Creative, and other teams to ensure alignment between marketing efforts and business goals

Conversion Optimization: Implementing CRO strategies specifically for B2B user journeys.

Industry Knowledge: Staying current on African, Global, and emerging markets business landscapes, enterprise payment needs, regulatory considerations, and B2B fintech trends

Clear Communication: Articulating campaign strategies, lead quality metrics, pipeline contribution, and ROI to stakeholders across Marketing, Sales, and leadership

Continuous Improvement: Demonstrating eagerness to learn B2B best practices, adapt to market feedback, and refine strategies based on sales cycle insights

What We Offer

Impactful and Purposeful Work: You will be helping to drive financial inclusion across Africa.

Remote-First Flexibility: We embrace a fully remote work environment.

Global & Diverse Team: You will have the opportunity to work with talented professionals from 25+ countries across the world, in a multicultural and collaborative environment.

Learning & Development: Access to resources, support, and autonomy to grow professionally.

Mental Health Support Services: Your mental well-being matters to us.

Compensation & Benefits: We offer competitive compensation and meaningful health coverage, and all full-time employees are participants in our stock option plan.

Ready to Join Us?

Are you up for the challenge? Apply today and be part of shaping the future of FinTech. Let's innovate, disrupt, and lead together!