Head - Merchant Marketing - PayPal - Shanghai

Job description
The Head of Merchant Marketing is responsible for attracting Large Entity to Small / Medium Business (SMBs) & Sole Proprietors (SPs) who are interested in expanding / starting up their business with unique PayPal payment products, as well as acquiring SMBs/SPs through Marketing activities.
Additionally this role will help to drive the strategic thinking behind increased consumer usage of PayPal's products and services in the markets. A blend of strong B2B and B2C marketing experience will be very valuable.


The scope for this leader includes the following:
• Develop and implement an effective Marketing plan to drive awareness, adoption, and usage of PayPal in the local advertising and services space.
• Create innovative Marketing campaigns across various channels, such as social media, online/offline events, email, online Marketing/advertising, targeted physical Marketing, co-Marketing with partners, etc.
• Create Marketing collateral including online, print and video media; manage internal & external agencies and creative partners.
• Define and manage a budget.
• Conduct necessary research and data analysis to use compelling and comprehensive data to drive innovation and measure performance of initiatives/programs.

Key metrics whereby success would be gauged include:

1. ROI on Marketing budget
2. Positive growth in merchant base (Acquisition & Engagement)
3. Outcome of initiatives for major KPIs

Further specific responsibilities would include:

Merchant Marketing & Engagement (Primary role)
• Working with the Country Manager, Senior Managers, Merchant Services Team, Regional/Global Marketing team, create and drive a localized Merchant Marketing strategy that is in sync with global PayPal objectives, external developments in the payments/ e-commerce industry, and responds to the dynamics and complexities of the markets. Identify key opportunities and prioritize and place bets on the Marketing initiatives that will create the most positive point of difference & impact for PayPal.
• Develop a coherent and integrated approach to Merchant Marketing - ensure common frameworks/ approach to planning and budgeting, core processes, metrics, performance criteria and key capabilities are in place and optimized. Improve the approach to Marketing analytics, and in understanding the ROI of Marketing initiatives
• Drive a culture of test & learn "act like a start-up" and ensure measurement is built into the DNA of our people. Communicate the effectiveness of Marketing in a consistent (quantitative and qualitative) way, to Management team, MS team
• Partner closely with the Product, Customer Services and Consumer Marketing teams to:
o a) ensure B2B Marketing teams have a thorough understanding of the consumer engagement approach and overall objectives
o b) establish a comprehensive and coordinated Marketing life-cycle plan for merchants across each of the engagement segments.

Consumer Acquisition & Engagement Campaigns (Supporting role)
• Support ROA(Rest of Asia) Consumer director on the implementation of Consumer facing Marketing campaigns to drive Consumer acquisition, activation and engagements through all Marketing channels
• Conduct Marketing research to define the key Consumer growth trends and insights for establishing effective Consumer Marketing strategy and campaigns

Brand Awareness and Service Comprehension
• Create compelling communication strategy to drive PayPal brand awareness and service comprehension
• Ensure aligned and consistent messaging across all Marketing and Consumer communications

• A recognized B2B expert with 12 years+ Marketing experience, solid track record in the China market is a must.
• Professional Marketing background gained in technology companies. Experience of start-up environments is useful & financial services experience valuable.
• 3+ years' experience of managing a team
• Experience at e-commerce, technology companies, and/or payment/card related business is preferred
• Strong mix of Brand, acquisition, and CRM experience
• Experience in demand generation in the SMB space is preferred
• Experience with B2B Marketing for a fast growing sales organization is preferred
• Knowledge of the retail/commerce sector (including e-commerce) and deep knowledge and connections/network within the B2B segment especially at an SMB level.

SKILLS & CORE COMPETENCIES:

• Strong leadership skills, with a business-minded approach, able to move from the big picture/ strategic perspective to quick turnaround tactical execution - not afraid to roll up sleeves and get hands on.
• Outstanding skills at initiating, negotiating, managing and growing strategic partnerships and/or creative co-Marketing arrangements with partners.
• Creative in approach and able to work with a blank sheet of paper as well as able to make skillful use of data and analytics.
• Passion and conviction for their ideas and proposals - a collaborator with first-rate communication and influencing skills.
• Customer centric, change agent, agile, disruptive & innovative in approach
• Ability to work in partnership in a matrix organization, and achieve positive results.
• Ability to maintain general knowledge of PayPal products and other payment products in the market, web-business/e-commerce trend, and target market segments, merchants business processes, industry standards, regulations.

EDUCATION:

Successful completion of a university Bachelor's degree is required; post graduate credentials or an MBA is a plus.
A recognized B2B expert with 12 years+ Marketing experience, solid track record in the China market is a must.
Professional Marketing background gained in technology companies. Experience of start-up environments is useful & financial services experience valuable.
3+ years' experience of managing a team
Experience at e-commerce, technology companies, and/or payment/card related business is preferred

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