Demand Generation Manager building and scaling TOFU engine for B2C and B2B products. Driving diversified acquisition strategies and leading a high - performing team at Avanquest.
About the role
- Senior Global Paid Media Manager leading global media investment strategy for Ledger. Focusing on integrated marketing communications and effective campaign management across diverse channels.
Responsibilities
- Develop and execute a global paid media strategy that integrates top-of-funnel awareness with bottom-funnel conversion targets, with a strong focus on consideration objectives.
- Draft comprehensive campaign plans across all priority markets, aligning media objectives with Ledger's brand and business goals.
- Strategically leverage and integrate existing media channel efforts, including those driven by partnerships (especially SA Spurs), broader brand activations, and social media initiatives; acting as the central point of contact to ensure paid media amplifies the impact of key brand partnerships and experiences, and developing clear frameworks for how paid social efforts interact with organic social strategy to create a cohesive and maximized channel performance.
- Manage substantial media budgets across a diverse mix of channels, ensuring optimal allocation to drive both reach and high-quality traffic
- Move the organization beyond siloed brand and performance tactics into a unified growth engine that nurtures users through the entire lifecycle.
- Lead the selection, onboarding, and day-to-day management of external media agencies, ensuring they act as true strategic partners capable of agile execution.
- Drive accountability and performance from agency partners and contractor, ensuring alignment with Ledger’s broader business goals and brand narratives
- Establish clear operational workflows to streamline campaign launches, reporting, and optimization cycles.
- Spearhead the transition from traditional last-click measurement to sophisticated Multi-Touch Attribution (MTA) models to accurately value upper-funnel investments.
- Collaborate with data teams to define and track meaningful KPIs that measure brand lift, consideration, and long-term user value (LTV) alongside standard ROAS.
- Implement rigorous testing frameworks ("Conversion Labs") to validate hypothesis-driven strategies and improve media efficiency.
- Work closely with the internal Creative Studio and Product Marketing teams to ensure media assets are data-informed and platform-native.
- Drive a culture of "test and iterate," utilizing rapid feedback loops to optimize creative variants based on performance data
- Ensure consistent messaging across the funnel, adapting narratives for different audience segments and maturity levels.
Requirements
- 7+ years of experience in paid media, with a proven track record of managing significant global budgets
- Strong experience in selecting, onboarding, and managing media agencies to deliver high-performance results
- Demonstrated ability to build and execute full-funnel strategies that balance brand building with direct response
- Deep understanding of attribution modeling (MTA, MMM) and the ability to move organizations beyond basic last-click metrics
- Passion for or experience in the Fintech, Tech, or Web3 sectors is highly preferred; understanding the nuances of crypto audiences is a plus
- Excellent interpersonal skills with the ability to bridge the gap between data, media, and creative teams
Benefits
- Flexible working arrangements
- Professional development opportunities
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Degree requirement
No Education Requirement
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