• Practical marketing experience in companies whose main product relates to fintech: neobank, payment service, card product, electronic wallet, credit product.
• Participation in at least one full launch of a banking, debit, credit, prepaid, or virtual card.
• Experience launching a fintech product in a new market or for a new audience segment.
• Understanding of card and payment economics: card issuance and usage, activation, transactional activity, interchange, fraud, and related restrictions.
• Experience independently launching performance campaigns and testing channels.
• Ability to work with a limited test budget and obtain enough data to make decisions.
• Experience preparing go-to-market strategies, media plans, presentations, landing pages, advertising texts, and creative briefs.
• English language proficiency at least at confident B2/C1 level - for independent work with European markets, partners, and English-language materials.

Key tasks

Launching new markets

• Conduct express analysis of the market, competitors, audience, channels, and regulatory restrictions.
• Define target segments, consumer insights, and main product usage scenarios.
• Form local positioning, value proposition, and key messages.
• Create a product launch plan with a preparation period of up to one month.
• Adapt the strategy to the specifics of individual countries, without mechanically copying the approach from one market to another.
• Initially work with European markets, later with India and Malaysia.

Testing and user acquisition

• Form a pool of hypotheses regarding audiences, offers, messages, creatives, and channels.
• Evaluate hypotheses based on expected effect, test cost, and speed of obtaining results.
• Determine the minimally sufficient budget for each test.
• Independently launch and optimize campaigns in key advertising channels.
• Analyze the funnel from ad impressions to card issuance, activation, and usage.
• Scale working combinations and quickly stop ineffective ones.

Content and creative

• Independently come up with advertising concepts, offers, and communication mechanics.
• Write texts for ads, landing pages, emails, push notifications, presentations, and product screens.
• Assemble presentations and clear visual materials without constant dependence on a designer.
• Create working prototypes of banners, landing pages, and advertising materials using accessible tools.
• Set precise tasks for designers, copywriters, and contractors if more complex production is required.
• Adapt materials to the language, culture, and advertising requirements of a specific market.

Analytics and result management

• Design the marketing funnel and measurement system even before launching campaigns.
• Control CAC, cost per lead, registration conversion, KYC completion, card issuance and activation, first transaction, and further activity.
• Prepare short, informative reports and presentations with conclusions and next steps.
• Link advertising metrics with product and financial indicators.
• Collaborate with product, compliance, legal, and risk teams to eliminate funnel barriers.

Principles of working with test budgets

The candidate is required not just to "spend little," but to be able to calculate a budget sufficient to test a specific hypothesis.

The marketer must:

• determine the minimum data volume needed to make a decision;
• consider expected CPM, CPC, CTR, and conversions at funnel stages;
• distribute the budget among audience, offer, channel, and creative;
• set success and test stop criteria in advance;
• avoid drawing conclusions on statistically insignificant data volumes;
• avoid spending large budgets before confirming the hypothesis viability.

Key KPIs

At the launch stage:

• market entry within the agreed 30-day cycle;
• number and speed of tested hypotheses;
• adherence to the test budget;
• quality and completeness of configured analytics;
• cost of registration and KYC completion;
• cost of card issuance and activation;
• cost of the first transaction;
• conversions between funnel stages;
• share of users who started regularly using the product.

At the scaling stage:

• CAC of an active client;
• payback;
• share of activated cards;
• transactional activity;
• retention;
• acquisition cost by markets and segments;
• growth of the active client base;
• quality of acquired users, not just the number of registrations.

Personal profile

• Entrepreneurial mindset and high independence.
• Ability to work with incomplete data and make quick decisions.
• Combination of creativity with discipline and analytical approach.
• Willingness to independently perform operational work.
• Sense of responsibility for commercial results, not just marketing activity.
• Ability to clearly package ideas and results in presentations.
• Attention to financial, legal, and reputational risks.
• No mindset of "this should be done by a designer, agency, or analyst."