Global Marketing Lead

We are looking for a Global Marketing Lead to take ownership of CityPay Group’s overall marketing direction across multiple markets.
The role will be responsible for defining and driving the global marketing strategy, providing direction to country marketing teams, leading Group-level marketing initiatives, strengthening CityPay’s market positioning, and ensuring that marketing activities are aligned with the company’s business objectives.

Key Responsibilities
Global Marketing Strategy
- Develop and continuously refine CityPay Group’s overall marketing strategy.
- Translate business objectives into clear marketing priorities, campaigns, and initiatives.
- Define strategic marketing direction and priorities for country teams.
- Ensure marketing activities across markets are aligned with the Group’s overall strategy and business objectives.
- Identify new marketing opportunities, channels, campaigns, partnerships, and initiatives that can support business growth.
- Build a structured marketing approach across the Group with clear priorities, ownership, and measurable outcomes.

Country Marketing Direction
- Provide strategic guidance and direction to marketing teams and responsible stakeholders across CityPay countries.
- Review and challenge country marketing plans, campaigns, budgets, and key initiatives.
- Ensure local marketing activities are aligned with the Group’s overall strategy and business priorities.
- Support country teams in improving campaign quality, effectiveness, and commercial impact.
- Facilitate knowledge sharing and best practices across markets.
- Ensure country-level marketing activities are tracked and evaluated through relevant KPIs.

Global Marketing Activities
- Initiate and lead Group-level marketing campaigns and communication initiatives.
- Develop marketing concepts around product launches, partnerships, market expansion, company milestones, and key industry events.
- Proactively identify opportunities and areas where marketing involvement can create value.
- Work closely with Product, Expansion, Business Development, HR, and Management teams.
- Support corporate events, conferences, PR opportunities, partnerships, and other strategic visibility initiatives.
- Coordinate external agencies, freelancers, and marketing partners when required.

Brand Positioning & Communication
- Strengthen and continuously develop CityPay’s overall market positioning.
- Ensure consistent communication and positioning of the CityPay brand across markets, products, campaigns, and communication channels.
- Define clear messaging and ensure consistency across websites, social media, presentations, campaigns, PR materials, and other marketing touchpoints.
- Support the development and implementation of brand guidelines.
- Monitor how the company and its products are perceived in the market and identify opportunities to strengthen awareness and reputation.

Performance, Data & Analytics
- Define clear KPIs for global and country marketing activities.
- Track and analyze campaign and channel performance.
- Evaluate metrics such as reach, engagement, acquisition, leads, conversion, cost efficiency, campaign ROI, and other relevant business indicators.
- Use data and performance insights to improve campaigns, budgets, and marketing decisions.
- Identify what works, what does not, and where marketing investment should be increased, adjusted, or discontinued.
- Ensure marketing activities are evaluated not only by visibility, but also by their contribution to business growth and measurable outcomes.
- Provide regular performance updates, insights, and recommendations to Management.

Ownership & Leadership
- Act as the central owner of marketing topics across CityPay Group.
- Proactively identify opportunities, gaps, and areas requiring improvement.
- Initiate projects independently and take responsibility for execution from idea to result.
- Bring structure, prioritization, and accountability to marketing activities across the Group.
- Challenge existing approaches when necessary and propose new solutions.
- Take an active role in strengthening the company’s market presence, awareness, and reputation.

What We’re Looking For
- Strong experience in marketing, ideally in a regional, international, or multi-market environment.
- Proven experience in developing and executing marketing strategies and campaigns.
- Strong understanding of digital marketing, campaign management, communication, go-to-market activities, and marketing channels.
- Experience coordinating marketing activities across multiple markets, countries, or business units is highly desirable.
- Strong commercial mindset and understanding of how marketing contributes to business growth.
- A highly data-driven and numbers-oriented approach to marketing.
- Confidence working with KPIs, budgets, performance metrics, conversion data, acquisition costs, campaign ROI, and other measurable indicators.
- Ability to connect marketing activities with business outcomes and make decisions based on data.
- Strong analytical and problem-solving ski