Head of Paid Media (B2B)

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    "description": "<p><span style=\"color: rgb(34, 34, 34); font-size: 10pt\">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.</span></p>\n<p><span style=\"color: rgb(34, 34, 34); font-size: 10pt\">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.</span></p>\n<p><br></p>\n<p><span style=\"color: rgb(34, 34, 34); font-size: 10pt; font-weight: bold\">Key responsibilities </span></p>\n<p><span style=\"color: rgb(34, 34, 34); font-size: 10pt\">Duties include, but are not limited to.</span></p>\n<ul>\n<li><span style=\"color: rgb(51, 51, 51); font-size: 10pt\">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</span></li>\n<li><span style=\"color: rgb(51, 51, 51); font-size: 10pt\">Develop and manage account-based marketing (ABM) campaigns to engage high-value enterprise prospects and institutional clients</span></li>\n<li><span style=\"color: rgb(51, 51, 51); font-size: 10pt\">Implement and manage paid media campaigns from conception to execution, ensuring alignment with B2B sales objectives, pipeline generation, and revenue goals</span></li>\n<li><span style=\"color: rgb(51, 51, 51); font-size: 10pt\">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</span></li>\n<li><span style=\"color: rgb(51, 51, 51); font-size: 10pt\">Utilize advanced targeting techniques, including job titles, company size, industry verticals, and firmographic data, to reach specific business segments and decision-makers</span></li>\n<li><span style=\"color: rgb(51, 51, 51); font-size: 10pt\">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)</span></li>\n<li><span style=\"color: rgb(51, 51, 51); font-size: 10pt\">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</span></li>\n<li><span style=\"color: rgb(51, 51, 51); font-size: 10pt\">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</span></li>\n<li><span style=\"color: rgb(51, 51, 51); font-size: 10pt\">Conduct A/B testing and experimentation on ad creatives, copy, landing pages, and targeting parameters to optimize campaign performance and lead quality</span></li>\n<li><span style=\"color: rgb(51, 51, 51); font-size: 10pt\">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</span></li>\n<li><span style=\"color: rgb(51, 51, 51); font-size: 10pt\">Collaborate with the creative team to ensure ad creatives communicate enterprise value, trust, security, and compliance (key considerations for B2B buyers)</span></li>\n<li><span style=\"color: rgb(51, 51, 51); font-size: 10pt\">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</span></li>\n<li><span style=\"color: rgb(51, 51, 51); font-size: 10pt\">Experience with setting up and managing outbound emails/marketing campaigns, and LinkedIn outreach automation platforms</span></li>\n<li><span style=\"color: rgb(51, 51, 51); font-size: 10pt\">Assist in setting up and optimizing landing pages for specific B2B campaigns, webinars, Impact Reports, events, and demo requests</span></li>\n<li><span style=\"color: rgb(51, 51, 51); font-size: 10pt\">Stay informed about B2B marketing trends, enterprise buyer behavior, industry developments in African fintech, and emerging technologies in the paid media landscape</span></li>\n</ul>\n<p><br></p>\n<p><span style=\"color: rgb(51, 51, 51); font-size: 10pt; font-weight: bold\">Required Experience</span></p>\n<ul>\n<li><span style=\"color: rgb(51, 51, 51); font-size: 10pt\">Bachelor's degree in Marketing, Business, or a related field</span></li>\n<li><span style=\"color: rgb(51, 51, 51); font-size: 10pt\">Proven technical experience as a Paid Media Specialist with at least 7 years of demonstrable B2B marketing expertise.</span></li>\n<li><span style=\"color: rgb(51, 51, 51); font-size: 10pt\">Proficiency in managing B2B-focused campaigns on platforms such as LinkedIn Ads, Google Ads (Search &amp; Display), programmatic platforms, and other B2B channels</span></li>\n<li><span style=\"color: rgb(51, 51, 51); font-size: 10pt\">Strong analytical skills and experience with SEO and marketing analytics tools (Google Analytics, attribution platforms, CRM integration)</span></li>\n<li><span style=\"color: rgb(51, 51, 51); font-size: 10pt\">Experience with account-based marketing (ABM), strategies, and tools</span></li>\n<li><span style=\"color: rgb(51, 51, 51); font-size: 10pt\">Budget Management, CAC per MQL &amp; ROAS Management</span></li>\n<li><span style=\"color: rgb(51, 51, 51); font-size: 10pt\">Excellent communication, stakeholder management, and attention to detail</span></li>\n<li><span style=\"color: rgb(51, 51, 51); font-size: 10pt\">Understanding of B2B sales cycles, multi-touch attribution models, and awareness of wider marketing strategies and campaigns</span></li>\n<li><span style=\"color: rgb(51, 51, 51); font-size: 10pt\">Experience working in fintech, cryptocurrency, stablecoin, payments, or enterprise SaaS</span></li>\n</ul>\n<p><br></p>\n<p><span style=\"color: rgb(51, 51, 51); font-size: 10pt; font-weight: bold\">Key Success Factors:</span></p>\n<ul>\n<li><span style=\"color: rgb(51, 51, 51); font-size: 10pt\">B2B Campaign Excellence: Efficiently executing paid media campaigns specifically designed for B2B audiences that generate Marketing and Sales Qualified Leads (MQLs &amp; SQLs) and contribute to the sales pipeline growth</span></li>\n<li><span style=\"color: rgb(51, 51, 51); font-size: 10pt\">Enterprise Messaging: Developing compelling ad creatives that address business challenges, demonstrate ROI, and resonate with C-suite and key business decision-makers</span></li>\n<li><span style=\"color: rgb(51, 51, 51); font-size: 10pt\">Strategic Targeting: Utilizing advanced B2B targeting techniques, including ABM strategies, firmographic targeting, and intent-based marketing, to reach qualified business prospects</span></li>\n<li><span style=\"color: rgb(51, 51, 51); font-size: 10pt\">Budget Efficiency: Managing budgets, optimizing for lead quality over volume, and demonstrating clear contribution to pipeline and revenue</span></li>\n<li><span style=\"color: rgb(51, 51, 51); font-size: 10pt\">Platform Expertise: Deep knowledge of B2B paid media platforms, particularly LinkedIn Ads, with the ability to leverage targeting capabilities for reaching business decision-makers</span></li>\n<li><span style=\"color: rgb(51, 51, 51); font-size: 10pt\">Attribution &amp; Analytics: Proficiency in multi-touch attribution, CRM integration, and analyzing campaign performance through the lens of pipeline contribution, ROAS, and revenue impact</span></li>\n<li><span style=\"color: rgb(51, 51, 51); font-size: 10pt\">Lead Quality Focus: Optimizing campaigns not just for conversions, but for lead quality and sales team feedback, conducting ongoing testing to improve MQL &amp; SQL rates</span></li>\n<li><span style=\"color: rgb(51, 51, 51); font-size: 10pt\">Cross-Functional Collaboration: Working effectively with Sales, Data, Revenue, Creative, and other teams to ensure alignment between marketing efforts and business goals</span></li>\n<li><span style=\"color: rgb(51, 51, 51); font-size: 10pt\">Conversion Optimization: Implementing CRO strategies specifically for B2B user journeys.</span></li>\n<li><span style=\"color: rgb(51, 51, 51); font-size: 10pt\">Industry Knowledge: Staying current on African, Global, and emerging markets business landscapes, enterprise payment needs, regulatory considerations, and B2B fintech trends</span></li>\n<li><span style=\"color: rgb(51, 51, 51); font-size: 10pt\">Clear Communication: Articulating campaign strategies, lead quality metrics, pipeline contribution, and ROI to stakeholders across Marketing, Sales, and leadership</span></li>\n<li><span style=\"color: rgb(51, 51, 51); font-size: 10pt\">Continuous Improvement: Demonstrating eagerness to learn B2B best practices, adapt to market feedback, and refine strategies based on sales cycle insights</span></li>\n</ul>\n<p><br></p>\n<p><span style=\"color: rgb(34, 34, 34); font-size: 10pt; font-weight: bold\">What We Offer</span></p>\n<ul>\n<li><span style=\"color: rgb(34, 34, 34); font-size: 10pt\">Impactful and Purposeful Work: You will be helping to drive financial inclusion across Africa.</span></li>\n<li><span style=\"color: rgb(34, 34, 34); font-size: 10pt\">Remote-First Flexibility: We embrace a fully remote work environment.</span></li>\n<li><span style=\"color: rgb(34, 34, 34); font-size: 10pt\">Global &amp; Diverse Team: You will have the opportunity to work with talented professionals from 25+ countries across the world, in a multicultural and collaborative environment.</span></li>\n<li><span style=\"color: rgb(34, 34, 34); font-size: 10pt\">Learning &amp; Development: Access to resources, support, and autonomy to grow professionally.</span></li>\n<li><span style=\"color: rgb(34, 34, 34); font-size: 10pt\">Mental Health Support Services: Your mental well-being matters to us.</span></li>\n<li><span style=\"color: rgb(34, 34, 34); font-size: 10pt\">Compensation &amp; Benefits: We offer competitive compensation and meaningful health coverage, and all full-time employees are participants in our stock option plan.</span></li>\n</ul>\n<p><br></p>\n<p><span style=\"color: rgb(34, 34, 34); font-size: 10pt; font-weight: bold\">Ready to Join Us?</span></p>\n<p><span style=\"color: rgb(34, 34, 34); font-size: 10pt\">Are you up for the challenge? Apply today and be part of shaping the future of FinTech. Let's innovate, disrupt, and lead together!</span></p>",
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