• Document, manage, and continuously optimize the full lead lifecycle across all GTM segments • Ensure alignment between ICP definitions, scoring logic, segmentation strategy, and revenue goals. • Identify lifecycle leakage and implement process improvements to increase funnel velocity and conversion. • Design and maintain lead scoring models using demographic, firmographic, behavioral, and engagement data. • Continuously refine scoring thresholds based on conversion performance and pipeline impact. Monitor score decay, engagement signals, and buying intent indicators. • Conduct scoring impact analysis and lead quality experiments to improve MQL-to-SQL conversion. • Own territory assignment logic and lead routing workflows including accurate and timely handoffs from Marketing to Sales to maintain SLA adherence. • Maintain segmentation architecture required for lifecycle management and routing logic. • Ensure accurate enrichment and normalization of firmographic and geographic data. Conduct regular audits for lead-to-account matching, duplication, and data integrity. • Monitor and analyze lifecycle performance metrics, including MQL conversion rates, engagement trends, regional performance, and funnel velocity. Recommend improvements to eliminate friction in lead progression. • Identify trends in scoring accuracy and regional performance to inform optimization strategies. • Identify opportunities to improve lead engagement, recycling strategies and reactivation campaigns. • Support the execution of account-based marketing (ABM) and outbound lifecycle workflows. • Continuously test and optimize nurture content sequencing, timing and audience targeting. • Mentor and support junior team members by sharing lifecycle best practices, reviewing program builds and fostering a culture of operational excellence and continuous optimization

• Own data governance standards and field definitions across HubSpot. • Manage deduplication process, ensure accurate lead-to-account matching, monitor and improve data completeness, implementing validation rules and automation to prevent inaccurate or incomplete data entry. • Partner cross-functionally to align teams on CRM best practices and data hygiene standards • Manage enrichment integrations and associated workflows to optimize data and continuously audit data quality using dashboards to improve reporting and campaign effectiveness • Ensure account and contact data accuracy supports targeting and segmentation strategy • Maintain accurate and up-to-date marketing lists for campaigns, nurtures, outbound initiatives for all areas of marketing including suppression lists and audience exclusions • maintain clean segmentation logic, optimize account and contact data supports targets. Maintain the most up-to-date lists for marketing team to use for prospect, opportunity, and customer communications and initiatives • Build and maintain scalable multi-stage nurture programs to support leads passed back to marketing from sales to nurture based on nurture reason. • Own re-engagement and lead recycling campaigns to maximize database value. • Monitor nurture performance, data quality, and email metrics to drive improvements • Conduct A/B tests and identify drop-offs in nurture sequences and optimize flow • Maintain marketing automation workflows, troubleshoot automation failures or sync discrepancies between HubSpot and Salesforce, document processes and automation logic, continuously improve processes • Continuously evaluate and improve automation processes to enhance efficiency and performance

• BUILD internal automation systems using powerful no-code tools like Coda, ClickUp, Zapier, and HubSpot. • DESIGN, DEVELOP, and DEPLOY automation workflows using AI, no-code and low-code platforms to streamline CRM operations. • CHAMPION with teams across the company to uncover inefficiencies, recommend automation opportunities and implement cutting-edge AI-driven solutions. • EXPLORE and TEST new technologies to enhance team capabilities and elevate system performance. • MANAGE data architecture and governance, and oversee data projects for better organization-wide efficiency. • PLAN and EXECUTE automation projects and campaigns, managing risk and impact, and ensuring smooth completion. • ACT as A CONSULTANT, guiding the company in process optimization, automation adoption, and AI-driven strategies. • KEEP teams informed with status updates, project progress, and post-project analysis for continuous improvement.

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 200,000 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 2,000 of the brightest and most innovative people in tech across 26 offices around the globe. Valued at US$8 billion and backed by world-leading investors including T. Rowe Price, Visa, Mastercard, Robinhood Ventures, Sequoia, Salesforce Ventures, DST Global, and Lone Pine Capital, 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're looking for a strategic, analytical, and technically fluent marketing leader to drive the future of AI innovation, conversion optimization, and ad operations excellence across the organization. As the Associate Director, Marketing Operations, AI and Ad ops, you will define and operationalize the AI strategy and technology roadmap that powers the next generation of marketing performance. You'll lead three interdependent workstreams: Futures (AI Tools) - evaluation, rollout, and enablement of marketing AI systems. CRO (Conversion Rate Optimization) - experimentation frameworks and UX performance. Ad Operations - infrastructure, tagging, and campaign governance. You'll connect strategy to execution by embedding automation, efficiency, and intelligence into every stage of the marketing lifecycle - from creative production to lead attribution. This role is based in San Francisco. Responsibilities: AI Strategy & Governance: Define and lead the AI marketing roadmap, establishing a systematic evaluation framework for emerging tools (GenAI, automation) based on ROI, security, and integration feasibility. Tech Enablement & Training: Drive global rollout and adoption of AI technologies, creating playbooks and enablement materials to scale creative velocity and operational efficiency. Global CRO Ownership: Lead the end-to-end Conversion Rate Optimization framework, managing structured experimentation, personalization, and UX testing to improve CVR and CAC. Cross-Functional Alignment: Partner with Product Marketing and Web Engineering to ensure a seamless conversion journey from campaign messaging to landing page performance. Ad Operations Excellence: Own the global ad-ops infrastructure, ensuring compliant execution, standardized naming conventions, and flawless campaign governance across all paid media. Attribution & Data Integrity: Manage pixel governance, UTM frameworks, and CRM integrations (Salesforce/Marketo) to ensure end-to-end attribution accuracy and lead-source integrity. Automation & QA: Build robust QA frameworks and automation workflows to reduce manual overhead in campaign setup and reporting. Strategic Insights: Analyze and communicate the impact of AI, CRO, and AdOps initiatives to executive leadership, utilizing data to link technical optimizations to pipeline results. People Leadership: Manage and coach a specialized cross-functional team, fostering a culture of technical curiosity, experimentation, and operational rigor. Internal Evangelism: Serve as the subject matter expert for marketing innovation, collaborating with Data Science and IT to align MarTech integrations with broader analytics infrastructure. Who you are Minimum qualifications: 10+ years of experience in Performance Marketing, Marketing Operations, or CRO, ideally in B2B SaaS or fintech. Demonstrated success building or leading AI enablement programs within marketing organizations. Deep understanding of marketing infrastructure, tracking, and data pipelines. Proven ability to translate emerging technologies into measurable operational or revenue outcomes. Strong leadership, stakeholder management, and program governance skills. Bachelor's or Master's degree in Marketing Analytics, Computer Science, Statistics, Engineering, or Business Analytics. Preferred qualifications: Experience managing global evaluation and rollout of MarTech or AI systems. Familiarity with data privacy, security, and AI governance frameworks. Advanced understanding of creative automation and dynamic content testing. Ability to synthesize technical, operational, and strategic perspectives into clear direction. Applicant Safety Policy: Fraud and Third-Party Recruiters To protect you from recruitment scams, please be aware that Airwallex will not ask for bank details, sensitive ID numbers (i.e. passport), or any form of payment during the application or interview process. All official communication will come from an @airwallex.com email address. Please apply only through careers.airwallex.com or our official LinkedIn page. Airwallex does not accept unsolicited resumes from search firms/recruiters. Airwallex will not pay any fees to search firms/recruiters if a candidate is submitted by a search firm/recruiter unless an agreement has been entered into with respect to specific open position(s). Search firms/recruiters submitting resumes to Airwallex on an unsolicited basis shall be deemed to accept this condition, regardless of any other provision to the contrary. Equal opportunity Airwallex is proud to be an equal opportunity employer. We value diversity and anyone seeking employment at Airwallex is considered based on merit, qualifications, competence and talent. We don't regard color, religion, race, national origin, sexual orientation, ancestry, citizenship, sex, marital or family status, disability, gender, or any other legally protected status when making our hiring decisions. If you have a disability or special need that requires accommodation, please let us know. #BI-Hybrid