Performance Marketing (Paid Media), China

About Airwallex Airwallex is the AI-native financial operating system for a real-time, intelligent economy. More than 676,000 businesses, including McLaren Racing, Qantas, SHEIN, and TikTok, use us, directly or through our platform partners, to run their financial operations or build and monetize financial products of their own. We started in Melbourne in 2015 to build the infrastructure global commerce runs on. We're the regulated backbone behind global payments: not by accident, but by design. A decade plus, 85+ licenses, and a financial infrastructure spanning North America, Europe, the Middle East, and Asia-Pacific. We're co-headquartered in San Francisco and Singapore, with more than 2,300 people across 27 offices. We hire builders with founder-level energy, people who move fast with good judgment, dig in with real curiosity, and make calls from first principles rather than waiting to be told what to do. Read our operating principles to see it in full. About the team The Marketing team at Airwallex drives brand awareness and customer engagement through innovative and strategic campaigns. We work to communicate the value of our financial solutions, attract new customers, and strengthen relationships with existing ones. By leveraging data-driven insights and creative strategies, we ensure Airwallex stands out in a competitive market. Our team is passionate about telling the Airwallex story and supporting the company's growth and success. What you’ll do As Manager, Performance Marketing for China, you will own the strategy, execution, and optimization of data-driven, full-funnel demand generation across China’s unique digital ecosystem. You will lead paid acquisition, ABM activation, and lifecycle performance programs across platforms such as Tencent, ByteDance, Baidu, Alibaba, and professional networks, driving high-quality pipeline and revenue growth for SMB, Mid-Market, and Enterprise segments. This role is built for a hands-on performance leader who understands the China media and data landscape, thrives in experimentation, and partners deeply with Marketing Operations, Sales, and Regional GTM teams to ensure campaigns are measurable, scalable, and optimized for pipeline impact — not just lead volume. Responsibilities: Own the China performance marketing strategy across awareness, demand, and pipeline acceleration programs aligned to regional and global GTM priorities. Build and manage quarterly and monthly media plans, budgets, and forecasts tied to pipeline coverage and revenue targets. Translate global positioning and campaigns into China-localized growth programs that resonate with regional segments, industries, and buyer personas. Lead end-to-end campaign execution across Baidu (search & display), Tencent (WeChat, WeCom, Tencent Ads), ByteDance (Douyin, Toutiao), Alibaba ecosystem, and professional/B2B platforms. Own platform relationships, optimization roadmaps, and beta/whitelist opportunities. Manage agencies and vendors to ensure best-in-class bidding, targeting, creative testing, and reporting. Partner with Marketing Operations to design and execute China-specific lead capture, scoring, and routing frameworks integrated with CRM and global data systems. Support ABM and key-account programs through account targeting, intent data activation, and opportunity influence tracking. Optimize form strategy, progressive profiling, and conversion flows to balance CPL efficiency with lead quality and account fit. Own end-to-end performance reporting from first touch through SQL, Opportunity, and revenue contribution. Partner with Marketing Ops to implement UTM governance, platform tagging, and privacy-compliant tracking across China domains and channels. Develop dashboards and insights on CPL, CAC, pipeline velocity, win rate, and ROI by channel, segment, and region. Design and run A/B and multivariate tests across creatives, landing pages, bidding strategies, audience segments, and messaging. Ensure campaigns and data pra