Head of Digital Marketing

About the Company
www.onmobile.com
About the Role
We are looking for a highly experienced and results-driven Head of Digital Marketing to lead our global digital acquisition and growth initiatives. The role will be responsible for driving subscriber acquisition, revenue growth, and profitability across multiple markets while ensuring marketing investments deliver agreed business outcomes and meet defined cost and ROI targets.The ideal candidate will have strong expertise in Google Ads, affiliate marketing, for Value-Added Services (VAS) using carrier billing. This person will lead a team of digital marketers and work closely with regional business teams, telecom operators, partners, finance teams, and platform partners to scale digital marketing globally. Experience with DCB billing is mandatory.
Responsibilities
Global Digital Marketing Strategy
Define and execute the global digital marketing strategy across multiple regions and markets.
Own digital acquisition, subscriber growth, revenue, and profitability targets across all assigned markets.
Develop market-specific strategies based on business potential, customer behavior, carrier capabilities, and economics.
Identify new growth opportunities across channels, markets, products, and partners.
Ensure marketing investments are optimized to maximize revenue and return on investment.
Performance Marketing
Lead and optimize large-scale performance marketing campaigns, with strong expertise in:
Google Ads, including Search, Display, App Campaigns, Performance Max, YouTube, and other relevant formats.
Affiliate and performance marketing networks.
Paid social and other digital acquisition channels.
Define and monitor key performance metrics including CAC, CPA, conversion rate, subscriber acquisition, ARPU, retention, LTV, ROI, and contribution margin.
Continuously optimize campaigns, targeting, creatives, landing pages, and user journeys.
Work with platform partners and account managers to improve campaign performance and unlock new growth opportunities.
VAS and DCB Marketing
Develop and execute digital acquisition strategies for VAS services on DCB-based subscription services.
Understand the complete DCB user journey, including:
User acquisition.
MSISDN identification and authentication.
Carrier detection.
Consent and subscription flows.
Carrier billing.
Renewals, churn, and retention.
Optimize marketing campaigns based on the economics and operational constraints of DCB services.
Work closely with business and product teams to improve conversion and subscriber lifetime value.
Ensure compliance with operator, regulatory, and partner requirements related to DCB marketing and customer consent.
Team Leadership
Lead, mentor, and develop a team of digital marketers across different regions.
Set clear goals, KPIs, and accountability mechanisms for the team.
Build strong capabilities in performance marketing, analytics, optimization, and experimentation.
Establish standardized processes, dashboards, and best practices that can be applied globally.
Drive a culture of ownership, data-driven decision-making, continuous learning, and performance improvement.
Stakeholder Management
Work closely with regional business teams to align marketing plans with revenue and growth objectives.
Manage relationships with telecom operators, affiliate partners, agencies, advertising platforms, and other external partners.
Engage with Google Account Managers and other affiliate representatives across different regions to improve account performance and access new opportunities.
Collaborate with finance teams on budget planning, forecasting, cost tracking, and ROI measurement.
Work closely with product, technology, analytics, and operations teams to resolve issues impacting marketing performance.
Budget and Revenue Ownership
Own and manage significant digital marketing budgets across multiple markets.
Ensure agreed revenue and acquisition targets are achieved within defined CAC, CPA, and profitability thresholds.
Allocate budgets dynamically across markets and channels based on performance and return.
Build revenue forecasts and marketing investment plans.
Identify underperforming campaigns and take timely corrective action.
Present marketing performance, business outcomes, risks, and growth opportunities to senior leadership.
Analytics and Optimization
Establish strong data-driven decision-making processes.
Define dashboards and reporting frameworks for monitoring marketing and business performance.
Analyze the complete funnel from impression and click through subscription, billing, retention, and revenue.
Use cohort analysis, attribution, LTV, and retention analysis to improve investment decisions.
Drive continuous experimentation through A/B testing of creatives, targeting, landing pages, subscription flows, and offers.
Work with data and technology teams to improve tracking, attribution, and campaign measurement.
Qualifications
Experience in digital subscriptions, gaming, entertainment or digital content.
Experience across Asia, Africa, Middle East or Latin America.
Familiarity with paid social, analytics/attribution platforms and marketing automation.
Exposure to AI-driven marketing optimization and predictive analytics.
Required Skills
15+ years of experience in digital/performance marketing, preferably in a global or multi-market environment.
Mandatory experience in VAS and Direct Carrier Billing (DCB) and telecom-based subscription businesses.
Proven track record of driving revenue, customer acquisition and growth through performance marketing.
Strong expertise in Google Ads, affiliate marketing and digital acquisition across multiple markets.
Experience managing large marketing budgets, optimizing channel investments

Work arrangement
No