Head of Performance Marketing in London

LemFi (Series B) is building the go-to financial app for the Global South. Moving to a new country shouldn’t mean starting from zero. That's why our team of 400+ spanning 20+ countries is building a financial ecosystem that helps immigrants stay connected to home, build stability, and create wealth regardless of where they are from or where they live. What began as fast, affordable remittances is now evolving into a complete platform for multi-currency accounts, payments, credit, and long-term financial growth. With millions of users across the globe, we process over $1B in monthly transactions to 30+ countries, proving that borders shouldn't limit financial opportunity.

About the role: LemFi is building the financial platform for immigrants: borderless accounts, remittances, savings, credit, and eSIMs across ~21 countries. Our users are real people building lives across borders, and performance marketing is the engine that finds them first. Reporting to the CMO, the Head of Performance Marketing owns our global paid acquisition strategy across every corridor we run, from UK-to-Nigeria to Canada-to-India, and is accountable for translating media spend into transacting, retained users. This is not a channel management role. You will rewrite the playbook for cross-border fintech acquisition: building a corridor-based scaling framework, embedding incrementality discipline into every budget decision, and leading an AI-augmented growth team that multiplies output without multiplying headcount.

What you’ll build and own:

• Own the full paid acquisition engine across Meta, TikTok, Google, YouTube, and emerging platforms, making the final call on which campaigns scale, pause, or get killed, guided by strict payback discipline.
• Architect a tiered corridor budget framework: doubling down in mature lanes, stress-testing new launch corridors, and maintaining baseline efficiency across markets.
• Lead a continuous creative testing pipeline for culturally nuanced, diaspora-specific ad creative, pairing localised digital (DOOH, programmatic) with community saturation flights in high-density immigrant cities.
• Own the install-to-transfer funnel, working tightly with Product, Data, and Compliance to ensure paid traffic doesn't just download the app but clears KYC and completes a first funded transfer.
• Drive incrementality discipline: geo-lift tests, holdout experiments, and MMM reads are your source of truth; you are the gatekeeper of CAC and payback period inputs for all growth investment decisions.
• Build and maintain a KPI framework that connects individual and team performance to broader business goals, enabling data-driven decision-making at every level.
• Connect team-level KPIs to long-term business health by incorporating CLV alongside CAC and retention metrics into the performance framework.
• Structure the team's workflows using AI agents, custom prompts, and automation tools, eliminating routine toil, accelerating creative iteration, and surfacing performance anomalies before they become budget fires.
• Partner cross-functionally with Product, Analytics, Brand, and Compliance to keep acquisition strategy tightly coupled to the product activation loops that turn new users into long-term LemFi customers.

Your experience:

• 8+ years in digital, paid performance, or growth marketing; fintech, mobile consumer apps, remittance, or high-growth consumer SaaS strongly preferred.
• Proven track record running large monthly paid media budgets across Meta, Google, and TikTok with a consistent record of hitting CPA and payback targets at scale.
• Some prior management experience required. This doesn't need to be extensive, but candidates should have experience leading, mentoring, or managing at least a small team.
• Multi-market campaign experience across different geographies, regulatory environments, and cultural contexts; familiarity with diaspora demographics is a significant advantage.
• This is a highly technical performance marketing role: deep fluency in causal attribution, geo-lift testing, holdout experiments, and Marketing Mix Modeling (you run on proof, not last-click assumptions), plus hands-on comfort with tracking setups, pixels, conversion APIs, attribution models, reporting dashboards, experimentation frameworks, and performance analysis at a granular level.
• Strong product-led instincts: you understand the full funnel from ad click through KYC to first active transaction, and you know how to close gaps in it.
• AI Builder: you already use AI tools (Claude, custom GPTs, automation platforms) to eliminate manual work and amplify team output; this isn't aspirational for you, it's how you operate.

Nice to have:

• Experience with DOOH or programmatic community-saturation campaigns in high-density immigrant markets.
• Hands-on familiarity with corridor-based or market-tiering growth frameworks in a remittance or cross-border payments context.
• Exposure to regulated fintech environments where Compliance is a real constraint on creative and targeting strategy.

Why Join LemFi? Love shouldn’t be expensive, yet those working hardest for their families often face predatory fees and banking exclusion. We're changing this. At LemFi, you won’t be just a cog in a machine. Whether designing products, scaling operations, or telling our story, you’ll tackle complex challenges with real, immediate impact. Your work goes beyond metrics - it puts money back in families’ pockets and offers access to the previously excluded. Join us to make a meaningful difference, where high performance is a lifeline for millions.

You can connect with us on LinkedIn and Instagram and if you haven't already, download the app on the App Store or Google Play.