Role Purpose

Lead the full performance marketing engine for Thawani Pay across paid acquisition, remarketing, merchant campaigns, and product-led growth. This role manages all digital spend, optimises CAC/CPA across channels, and ensures measurable user and merchant growth across Thawani’s ecosystem – including Thawani Pay app, Mojab (personal & Go), Cards, Microfinancing, Sama Loyalty, Remittances, Athar donations, Tajer merchants, Merchant Portal, and Payment Gateway.

Key Responsibilities

Acquisition & Performance Management

• Own all paid media channels: Google, Social Media, Programmatic, and Affiliate networks.
• Drive CAC efficiency and scale user acquisition for personal users, merchants, and Mojab Go travellers.
• Build and optimise performance dashboards using GA4, Firebase, MMP tracker (Adjust), and Product/UI/UX analytics tools (e.g., Mixpanel / similar).
• Develop structured A/B testing for creative, audience, landing page, and bidding strategies across key growth journeys (onboarding, KYC, card issuance, remittance, merchant sign-up).

Campaign Strategy & Execution

• Plan and execute monthly and quarterly performance roadmaps aligned with product launches (cards, microfinancing, remittance, merchant products, Sama Loyalty campaigns).
• Lead media and creative agency relationships to ensure ROI-driven output, clear performance SLAs, and transparent reporting.
• Manage retargeting and remarketing frameworks across the full user and merchant funnel, from app installs to active TPV-generating users and merchants.

Analytics & Reporting

• Monitor and report on KPIs including CPI, CPA, CTR, ROAS, CAC, LTV, active users, active merchants, and TPV contribution by channel.
• Ensure pixels, SDKs, event tracking, and attribution setups are accurate, consistent, and up to date across app, web, and merchant touchpoints.
• Work closely with the Data & Analytics team to integrate performance insights into product decisions (e.g., funnel changes, onboarding tweaks, pricing/promotions).

Stakeholder Alignment

• Partner with Product, Growth, Data, CRM, and UI/UX to drive unified, data-backed growth strategies.
• Support CEO, CBO, and CMO with performance narrative and reporting for ExCo and Board decks (e.g., CAC trends, channel efficiency, payback periods).

Qualifications & Experience

• 7–10+ years in performance marketing, ideally within FinTech, payments, digital banking, or high-growth eCommerce.
• Strong command of GA4, Firebase, Adjust (MMP), Mixpanel or similar product analytics platforms.
• Proven track record of reducing CAC and scaling budgets efficiently while improving LTV/ROAS.
• Experience managing USD 1M+ annual paid media budgets with clear ROI accountability.
• Strong understanding of mobile app growth, merchant acquisition, and full-funnel optimisation in the GCC region.