Work · Jan 2024 – Jan 2026
Guavapay · Baku, Azerbaijan
Full-time
End-to-end GTM for fintech products across B2C and B2B, from acquisition to lifecycle.
The role
Directed end-to-end go-to-market strategies for fintech products across B2C and B2B segments, driving acquisition and retention through data-led multi-channel campaigns across Google, Meta, Apple Search Ads, TikTok and Bing.
Highlights
Managed a global multi-million-pound marketing budget, achieving >20% ROI improvement year-over-year
Collaborated with regional marketing leads in the UK, Canada, Argentina and Switzerland to localise messaging, improving regional engagement by 22%
Built customer segmentation frameworks and lifecycle marketing via automated email, SMS and push journeys
Managed SEO, ASO and content initiatives that grew app visibility and organic acquisition by double digits quarter-over-quarter
Partnered with product and data teams on customer journey analytics and app event tracking, improving attribution
Provided marketing performance dashboards and insights to executive stakeholders
Toolkit
Proof
Localising go-to-market for fintech products with regional leads in the UK, Canada, Argentina and Switzerland — draft placeholder copy.
20%+ROI improvement YoY
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