Responsibilities

• 0-to-1 Brand Strategy & Architecture
• Own the end-to-end brand architecture and positioning for international payment and financial products, from initial concept through scalable execution — delivering a clear, actionable long-term brand roadmap with defined milestones.
• Develop deep expertise in the consumer psychology and financial behavior of target overseas markets (including Southeast Asia, the Middle East, Europe, and North America), and translate those insights into locally resonant brand identities and trust-building strategies.
• Ecosystem Leverage & Viral Content Creation
• Unlock and activate traffic and content resources within TikTok and the broader ByteDance global ecosystem; design brand campaigns with strong social virality and content strategies with breakout potential.
• Drive viral spread and organic growth through highly creative short-video content, visual storytelling, and interactive mechanics that resonate with local audiences.
• Leverage short-form video, live streaming, and creator (KOL/UGC) ecosystems to launch breakthrough fintech/payment products overseas, simultaneously amplifying brand awareness and accelerating business growth.
• Growth Path Planning & Data-Driven Optimization
• Define clear business logic and conversion funnels for all brand campaigns; build a robust brand equity measurement framework.
• Own and monitor key brand performance metrics — including Brand NPS, CAC, ROI, new user conversion rate, and DAU contribution — and continuously iterate on media spend and content strategy based on performance data.
• Cross-Functional Collaboration & Resource Management
• Partner closely with Product, Engineering, Operations, PR, Monetization, and local market teams to ensure brand strategy is executed with full fidelity across all touchpoints.
• Source, onboard, and manage top-tier overseas creative agencies, media buying partners, and KOL networks to ensure efficient and high-quality campaign delivery.

Requirements

• Bachelor's degree or above
• 5+ years of brand marketing experience at a major internet company, globally expanding enterprise, or leading Fintech / cross-border payments organization.
• Proven track record of building overseas brands from the ground up (0-to-1)
• A heavy user of global social platforms with deep, practical knowledge of social media platforms — including native content formats, algorithmic distribution mechanisms, and commercial monetization playbooks.
• Exceptional business acumen and analytical capability — able to bridge the gap between creative brand intuition and rigorous growth modeling.

Preferred

• Candidates with hands-on experience driving campaigns that achieved 10M+ impressions or 1M+ conversions are strongly preferred.

Benefits

• Benefits may vary depending on the nature of employment and the country work location. Employees have day one access to medical, dental, and vision insurance, a 401(k) savings plan with company match, paid parental leave, short-term and long-term disability coverage, life insurance, wellbeing benefits, among others.
• Employees also receive 10 paid holidays per year, 10 paid sick days per year and 17 days of Paid Personal Time (prorated upon hire with increasing accruals by tenure).