Description
Performance marketing will be centralized, with budget managed centrally
Need someone who executes campaigns, not just publishes content
Should understand strategy: Father’s Day, back-to-school, seasonal campaigns
Adecuado candidate: immigrant background or deep understanding of remittance culture
Knows what sending money home means emotionally and practically
Can identify who the target audience watches, follows, and trusts
Not someone who frames competition as only Félix Pago and Remitly
Houston visit surfaced a key insight: every Latino supermarket has an in-person remittance counter
Customers are used to in-person sending; that’s the real competition to displace
Seniority: open to more junior profiles, could still be manager level
Requirements
Performance marketing will be centralized, with budget managed centrally
Need someone who executes campaigns, not just publishes content
Should understand strategy: Father’s Day, back-to-school, seasonal campaigns
Ideal candidate: immigrant background or deep understanding of remittance culture
Knows what sending money home means emotionally and practically
Can identify who the target audience watches, follows, and trusts
Not someone who frames competition as only Félix Pago and Remitly
Houston visit surfaced a key insight: every Latino supermarket has an in-person remittance counter
Customers are used to in-person sending; that’s the real competition to displace
Seniority: open to more junior profiles, could still be manager level