ACE.SG (Action Community for Entrepreneurship)

• Develop and implement a comprehensive marketing strategy aligned with ACE’s fintech evolution and global expansion roadmap. • Collaborate with C-suite executives on corporate transformation projects, go-to-market strategies, and customer-centric innovations. • Represent Marketing in executive and board-level discussions, providing insights on market trends, customer behaviour, and brand performance. • Lead customer acquisition efforts across digital channels (Google, Meta, TikTok, programmatic, etc.) with a focus on optimizing ROAS and CAC. • Design and monitor quarterly marketing OKRs and KPIs, including customer acquisition targets, market penetration rates, and retention benchmarks. • Drive user acquisition in key launch markets such as the USA, New Zealand, and the Middle East, while optimizing performance in existing regions. • Lead and inspire a multifunctional marketing team including digital, content, brand, CRM, product marketing, and analytics specialists. • Build team capacity and foster a high-performance culture with clear accountability, innovation, and continuous learning. • Coach and mentor senior marketing talent in Pakistan and across ACE’s global marketing functions. • Define and evolve ACE’s global brand identity and value proposition while ensuring alignment with regional nuances and compliance frameworks. • Oversee content strategy, social media engagement, and community-building efforts across platforms and geographies. • Promote a data-driven approach to lifecycle marketing, CRM, and personalization to enhance customer LTV and loyalty. • Work closely with Product, Data, and Technology teams to ensure the marketing funnel aligns with product features, UI/UX improvements, and customer journey insights. • Identify customer needs in new regions and adapt marketing messaging to local contexts while maintaining global brand consistency.

• Lead the strategy, scaling, and optimization of our paid acquisition channels to drive aggressive customer growth. • Transition between high-level growth strategy and data-driven execution, taking full ownership of significant marketing budgets. • Lead cross-functional initiatives between creative, data/BI, and product teams to maximize return on investment (ROI), scale user acquisition, and build sustainable retention loops. • Define and execute the end-to-end paid growth strategy across Google Ads, Meta, TikTok, Programmatic, and emerging discovery engines. • Manage and optimize a substantial multi-channel marketing budget, ensuring capital is efficiently deployed to hit CAC, ROAS, and volume targets. • Develop targeted, localized acquisition strategies across diverse geographic corridors and customer segments to maximize market penetration. • Supervise the technical implementation of marketing stacks, ensuring robust tracking via GA4, Mobile Measurement Partners (MMPs like Adjust/AppsFlyer), and server-side tracking (Conversions API). • Analyze complex user journey data and event logs to continuously refine attribution models and identify hidden bottlenecks in the acquisition funnel. • Establish frameworks for growth reporting, delivering high-level performance insights, cohort analysis, and strategic recommendations directly to C-suite leadership. • Partner with content and design teams to build a high-velocity creative pipeline, shifting asset generation toward emotionally resonant, high-performing concepts. • Lead Conversion Rate Optimization (CRO) initiatives across landing pages, app stores (ASO), and user onboarding flows to eliminate friction and boost drop-off conversions. • Serve as the strategic bridge between the creative production team, product development, and the Business Intelligence (BI) team to streamline data loops and feature deployments. • Oversee relationships with external ad networks, platforms, and agency partners to ensure cutting-edge access to alpha/beta features.

• Support the Global Growth Manager in driving data-backed initiatives to improve acquisition efficiency and channel performance. • Analyze customer acquisition funnels, conversion points, and drop-offs to identify opportunities to improve onboarding and first transaction rates. • Track and evaluate the performance of referral programs, associate channels, and marketing acquisition campaigns. • Identify high-performing acquisition sources and recommend optimization strategies. • Analyze customer funnel performance, cohort behaviour, and corridor trends to uncover growth opportunities. • Build meaningful customer cohorts and behavioural segments using transactional and engagement data. • Identify early churn indicators and provide insights for personalized engagement strategies. • Assist in designing, setting up, and analyzing A/B tests and growth experiments across key acquisition and engagement touchpoints. • Document experiment hypotheses, results, and insights in a structured knowledge repository. • Capture learnings from campaigns and product usage to identify optimization opportunities. • Prepare weekly and monthly dashboards covering acquisition metrics, activation, retention, churn, segmentation, and CLV. • Maintain KPI dashboards tracking CAC drivers, funnel performance, corridor trends, and customer behaviour patterns. • Prepare insight reports and performance summaries for leadership. • Support planning, segmentation, and execution of retention, win-back, and engagement campaigns. • Coordinate with CRM, Marketing, and Product teams to ensure accurate campaign execution. • Work closely with Product, Marketing, Operations, RD, CX, Treasury, and CRM teams to support growth initiatives. • Support PLG(product-led growth) efforts by analyzing product usage patterns and adoption metrics. • Contribute ideas to improve user journeys, reduce friction, and enhance the overall customer experience.

• Own transaction routing logic and acceptance rate performance across ACE's payment infrastructure • Design and maintain routing rules, analyse decline patterns, and drive continuous improvement • Work alongside analytics to identify opportunities and coordinate with technical teams to implement changes • Maintain clear documentation of all active routing rules, rationale, and measured performance • Own AR metrics across all active send markets and payment methods, with accountability for performance against targets • Analyse decline patterns and identify root causes across acquirer behaviour, issuer rules, scheme mandates, and technical factors • Produce evidence-based recommendations and present findings to senior leadership • Flag AR deterioration quickly and drive remediation through the relevant internal teams • Work with the analytics function to ensure performance data supports routing decisions • Serve as the internal subject matter expert on routing and AR, providing input to commercial negotiations and partner reviews • Feed performance insights back to the Head of PBI for leadership reporting and strategic decisions

• Work directly with the Head of PBI to develop the annual commercial plan and contribute to the 3-year payments infrastructure roadmap • Translate strategic direction from the Head of PBI into structured, actionable plans with clear milestones and owners • Proactively identify gaps in ACE's payments infrastructure by engaging cross-functionally with Partner Success, Partner Onboarding, Operations, Finance etc. • Bring forward commercial solutions — not just problems — with implementation pathways and business logic • Own the commercial narrative for the PBI function, including contribution to the monthly CEO Brief and quarterly commercial reviews • Identify, approach, and commercially evaluate new payments partners — card acquirers, APM providers, open banking rails, FX counterparties, and banking partners • Involvement in all commercial negotiations: from first contact and term negotiation through to handshake before handover to PO. • Build and maintain a live pipeline of prospective partners with commercial assessments and prioritisation rationale • Develop business cases for new partner additions including cost modelling, volume projections, and break-even analysis for Head of PBI sign-off • Own the renegotiation pipeline for existing partners — tracking contract renewal dates, rate review windows, and volume-based tier unlock opportunities • Attend Quarterly Business Reviews and major partner strategy sessions alongside the Head of PBI

• Collaborate with payout partners to enhance service delivery • Focus on partner satisfaction and foster long-term collaborative relationships • Develop and maintain strategic relationships with regional payout partners • Work closely with cross-functional teams to optimize services • Monitor service delivery and address operational challenges • Analyze market trends to identify opportunities • Oversee the execution of campaigns to boost growth initiatives • Manage operational escalations and implement measures for improvement

• Utilize the ATS to post job openings, track candidate applications, and maintain an organized recruitment workflow • Screen resumes and applications efficiently, shortlist qualified candidates, and coordinate interviews with relevant stakeholders • Ensure timely communication with candidates throughout the recruitment lifecycle • Partner with department heads and HR leadership to understand hiring demands and develop targeted recruitment strategies • Write and optimize job descriptions for ATS compatibility • Implement creative sourcing methods to attract high-caliber candidates • Manage interview scheduling, prepare evaluation materials, and support recruitment events such as job fairs • Maintain accurate records within the ATS and generate reports on recruitment metrics • Uphold a positive candidate experience from application to onboarding