Director of Brand Marketing & Demand
About this role
TransferGo is a growing fintech scale-up on a mission to champion financial freedom with care. We strive to provide tailored, more affordable financial services that make people's hard-earned money go further. Now in our 14th year, with close to 400 employees in offices across Europe and the UK, we’re crafting a brilliant, relevant product that makes a difference in people's lives and the well-being of their families.
We’ve come this far by building a talented, diverse workforce on a fair culture and our strong values. Having this strong team of employees, we can serve those who really need our product to make their lives better.
Why TransferGo
We exist for people in between places — migrants, expats, students, returning families and international professionals building a life abroad while continuing to support life back home.
For over a decade, TransferGo has built products for that reality: cross-border transfers, multi-currency accounts, cards, newcomer banking and a growing financial ecosystem serving international communities across multiple markets.
Today, millions of customers trust TransferGo to move money internationally quickly, reliably and securely.
As TransferGo continues to expand beyond remittance into a broader financial platform, we're looking for a leader who can help shape the next chapter of growth.
About the Role
As Director, Brand Marketing & Demand, you'll lead a ~12–15 person Brand & Demand organisation responsible for driving customer growth across TransferGo's priority markets.
You'll oversee Organic Growth, Product Marketing, Partnerships, Affiliates, Creators, Communities, Performance Marketing and Hub Managers, transforming these capabilities into a high-performing demand generation engine that delivers sustainable commercial growth.
You'll inherit an established team, a clear strategic direction and a business that has reached meaningful scale.
Your challenge will be to focus, strengthen and scale these capabilities while helping TransferGo build a modern growth organisation that combines strong marketing fundamentals with emerging AI-enabled ways of working.
You'll report directly to the VP Growth & Marketing and work closely with Product, CRM, Commercial, Creative and Growth Intelligence teams.
Responsibilities
- Lead the Brand & Demand Organisation
- Lead and develop a multidisciplinary team spanning Organic Growth, Product Marketing, Partnerships, Market Growth and Performance Marketing.
- Create clear priorities, accountability and operating rhythms across the function.
- Build a culture of experimentation, commercial ownership and continuous improvement.
- Coach and develop team leads, Hub Managers and senior specialists.
- Turn Brand Into Growth
- Working closely with the Brand & Creative team, you'll ensure TransferGo's positioning is translated into measurable commercial outcomes.
- Your teams will activate the brand through:
- PR and earned media
- Partnerships
- Creators and influencers
- Communities
- Market-specific campaigns
- Demand-generation initiatives
- The Brand team defines the story.
- Your organisation ensures the market hears it.
- Scale Organic & Non-Paid Acquisition
- Own TransferGo's organic growth strategy.
- Grow acquisition through SEO, content, partnerships, affiliates, creators and community-led initiatives.
- Increase TransferGo's discoverability across search and emerging discovery platforms.
- Build sustainable acquisition channels that reduce dependency on paid media over time.
- Build Product Marketing as a Strategic Capability
- Develop positioning, messaging and go-to-market plans for new products and growth initiatives.
- Partner with Product, CRM and Commercial teams to improve adoption, engagement and cross-sell.
- Help customers understand the full value of TransferGo's growing product ecosystem.
- Grow Priority Markets
- Lead Hub Managers across TransferGo's priority regions.
- Together you will:
- Localise central growth strategies.
- Build creator, partnership and community ecosystems.
- Identify market-specific growth opportunities.
- Strengthen TransferGo's presence within priority diaspora communities.
- Develop local PR, partnership and trust-building initiatives.
- Turn local market insights into scalable growth opportunities.
- Create strong feedback loops between local markets, Growth Intelligence and central marketing.
- The objective is not local activity.
- The objective is local market growth.
- Improve How We Operate
- Introduce stronger systems, processes and planning across the function.
- Identify opportunities to improve efficiency, quality and scalability through automation and AI-enabled workflows.
- Help shape the future operating model of the growth organisation.
- What Success Looks Like
- Non-paid acquisition becomes a significantly larger share of overall growth.
- Organic growth becomes a major contributor to new customer acquisition.
- Partnerships and affiliates become meaningful acquisition channels.
- Product launches become more commercially effective.
- Priority markets show measurable growth in awareness, consideration and activations.
- Paid media efficiency improves through stronger demand-generation foundations.
- The Brand & Demand organisation becomes more focused, scalable and effective.
Requirements
- Experience leading Growth, Demand Generation, Brand Marketing or Acquisition functions in fintech, technology, marketplaces or high-growth consumer businesses.
- Experience managing multi-functional teams, including team leads and senior specialists.
- Strong understanding of how brands create demand and commercial outcomes.
- Experience scaling organic growth, partnerships, communities or ecosystem-led growth models.
- Experience in product marketing and go-to-market execution.
- Strong commercial mindset and understanding of acquisition economics.
- Experience working across multiple markets.
- Ability to move comfortably between strategy, leadership and execution.
- Excellent stakeholder management across Product, CRM, Commercial, Data and Executive teams.
- Curiosity about how AI and automation will reshape modern marketing organisations and the ability to translate that into practical improvements.
Nice to have
- Fintech experience.
- Experience working with international or diaspora audiences.
- Experience with SEO, AI search and emerging discovery platforms.
- Experience implementing AI and automation within marketing organisations.
- Experience building modern, scalable growth teams.
- Why This Role Is Exciting
- Most marketing leaders inherit channels.
- In this role, you'll inherit a broad set of growth capabilities and have the opportunity to shape how they evolve into a modern demand generation organisation.
- You'll play a central role in TransferGo's next stage of growth, helping scale products, markets and capabilities while building one of the company's most strategically important functions.
- Most importantly, you'll help define how millions of people discover, trust and choose TransferGo in the years ahead.