Associate Director, Paid Social

About Airwallex

Airwallex is the only unified payments and financial platform for global businesses. Powered by our unique combination of proprietary infrastructure and software, we empower over 150,000 businesses worldwide – including Brex, Rippling, Navan, Qantas, SHEIN and many more – with fully integrated solutions to manage everything from business accounts, payments, spend management and treasury, to embedded finance at a global scale.

Proudly founded in Melbourne, we have a team of over 1,800 of the brightest and most innovative people in tech across 26 offices around the globe. Valued at US$6.2 billion and backed by world-leading investors including Visa, Airtree, Blackbird, Sequoia, DST Global, Greenoaks, Salesforce Ventures, Lone Pine, and Square Peg, Airwallex is leading the charge in building the global payments and financial platform of the future. If you’re ready to do the most ambitious work of your career, join us.

Attributes We Value

We hire successful builders with founder-like energy who want real impact, accelerated learning, and true ownership. You bring strong role-related expertise and sharp thinking, and you’re motivated by our mission and operating principles. You move fast with good judgment, dig deep with curiosity, and make decisions from first principles, balancing speed and rigor.

You're humble and collaborative; turn zero‑to‑one ideas into real products, and you “get stuff done” end-to-end. You use AI to work smarter and solve problems faster. Here, you’ll tackle complex, high‑visibility problems with exceptional teammates and grow your career as we build the future of global banking. If that sounds like you, let’s build what’s next.

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

We are seeking a highly strategic and analytical Sr. Manager or Associate Director of Paid Social to lead our global paid social strategy, activation, and optimization efforts. This role will own the full-funnel paid social motion — from awareness to acquisition — across platforms like LinkedIn, Meta, Reddit, X, Quora, and emerging channels.

You will play a key leadership role in shaping how paid social contributes to pipeline growth, revenue, and brand awareness globally. You’ll partner with performance marketing, regional marketing, creative, analytics, and product marketing teams to build scalable frameworks, execute precision targeting, and drive measurable business outcomes.

This role is based in San Francisco.

Responsibilities:

• Define the global paid social strategy across brand, demand generation, and retargeting campaigns, ensuring alignment with company growth and pipeline goals.

• Maintain and execute against a centralized operating model for paid social — including campaign structure, targeting frameworks, creative testing protocols, and budget allocation models.

• Partner with regional teams to localize global strategy, ensuring cultural and market relevance while maintaining measurement consistency.

• Own execution for paid social investments, including forecasting, pacing, and performance scenario modeling.

• Oversee end-to-end paid social execution — campaign builds, QA, creative rotations, and audience segmentation — across multiple platforms.
  Build and maintain testing roadmaps to drive creative experimentation, audience insights, and bidding optimization.

• Partner with analytics to develop incrementality tests, lift studies, and MMM inputs that quantify paid social’s impact on revenue and LTV:CAC efficiency.

• Drive adoption of first-party data strategies (e.g., CRM integrations, lead matching, custom audiences) to improve targeting and measurement fidelity.

• Collaborate with Global Performance Marketing Strategy, Product Marketing, and Creative to ensure campaigns align with product positioning and GTM priorities.

• Partner with Creative and Brand teams to define creative best practices by funnel stage, audience, and platform.

• Work with Data, Finance, and BI teams to ensure accurate reporting, pacing, and ROI visibility.

• Serve as the internal expert for paid social —