Lead Brand Marketing Strategist - Global Payment

Responsibilitie

About Global Payment In alignment with the company's globalization strategy and vision, the Global Payments team offers a comprehensive Fintech platform for our customers. Our products encompass fundamental payment acquisitions, disbursements, transaction monitoring, risk management, foreign exchange conversion, accounting, reconciliations, BNPL (Buy Now Pay Later), insurance, and more. About the Role We are looking for a seasoned Brand Marketing Strategist to lead the brand architecture and go-to-market strategy for our international payment and fintech product lines. This role sits at the intersection of brand vision, content innovation, and data-driven growth - and is built for someone who thrives in fast-moving, zero-to-one environments. Key Responsibilities 0-to-1 Brand Strategy & Architecture - Own the end-to-end brand architecture and positioning for international payment and financial products, from initial concept through scalable execution - delivering a clear, actionable long-term brand roadmap with defined milestones. - Develop deep expertise in the consumer psychology and financial behavior of target overseas markets (including Southeast Asia, the Middle East, Europe, and North America), and translate those insights into locally resonant brand identities and trust-building strategies. Ecosystem Leverage & Viral Content Creation - Unlock and activate traffic and content resources within TikTok and the broader ByteDance global ecosystem; design brand campaigns with strong social virality and content strategies with breakout potential. - Drive viral spread and organic growth through highly creative short-video content, visual storytelling, and interactive mechanics that resonate with local audiences. - Leverage short-form video, live streaming, and creator (KOL/UGC) ecosystems to launch breakthrough fintech/payment products overseas, simultaneously amplifying brand awareness and accelerating business growth. Growth Path Planning & Data-Driven Optimization - Define clear business logic and conversion funnels for all brand campaigns; build a robust brand equity measurement framework. - Own and monitor key brand performance metrics - including Brand NPS, CAC, ROI, new user conversion rate, and DAU contribution - and continuously iterate on media spend and content strategy based on performance data. Cross-Functional Collaboration & Resource Management - Partner closely with Product, Engineering, Operations, PR, Monetization, and local market teams to ensure brand strategy is executed with full fidelity across all touchpoints. - Source, onboard, and manage top-tier overseas creative agencies, media buying partners, and KOL networks to ensure efficient and high-quality campaign delivery.

Qualification

Minimum Qualifications - Bachelor's degree or above - 5+ years of brand marketing experience at a major internet company, globally expanding enterprise, or leading Fintech / cross-border payments organization. - Proven track record of building overseas brands from the ground up (0-to-1) - A heavy user of global social platforms with deep, practical knowledge of social media platforms - including native content formats, algorithmic distribution mechanisms, and commercial monetization playbooks. - Exceptional business acumen and analytical capability - able to bridge the gap between creative brand intuition and rigorous growth modeling. Preferred Qualifications - Candidates with hands-on experience driving campaigns that achieved 10M+ impressions or 1M+ conversions are strongly preferred.

Job Information

[For Pay Transparency]Compensation Description (Annually)

The base salary range for this position in the selected city is $121600 - $288000 annually.


Compensation may vary outside of this range depending on a number of factors, including a candidate's qualifications, skills, competencies and experience, and location. Base pay is one part of the Total Package that is provided to compensate and recognize employees for their work, and this role may be eligible for additional discretionary bonuses/incentives, and restricted stock units.


Benefits may vary depending on the nature of employment and the country work location. Employees have day one access to medical, dental, and vision insurance, a 401(k) savings plan with company match, paid parental leave, short-term and long-term disability coverage, life insurance, wellbeing benefits, among others. Employees also receive 10 paid holidays per year, 10 paid sick days per year and 17 days of Paid Personal Time (prorated upon hire with increasing accruals by tenure).


The Company reserves the right to modify or change these benefits programs at any time, with or without notice.


For Los Angeles County (unincorporated) Candidates:


Qualified applicants with arrest or conviction records will be considered for employment in accordance with all federal, state, and local laws including the Los Angeles County Fair Chance Ordinance for Employers and the California Fair Chance Act. Our company believes that criminal history may have a direct, adverse and negative relationship on the following job duties, potentially resulting in the withdrawal of the conditional offer of employment:


1. Interacting and occasionally having unsupervised contact with internal/external clients and/or colleagues;


2. Appropriately handling and managing confidential information including proprietary and trade secret information and access to information technology systems; and


3. Exercising sound judgment.

About U

Founded in 2012, ByteDance's mission is to inspire creativity and enrich life. With a suite of more than a dozen products, including TikTok, Lemon8, CapCut and Pico as well as platforms specific to the China market, including Toutiao, Douyin, and Xigua, ByteDance has made it easier and more fun for people to connect with, consume, and create content.

Why Join ByteDance

Inspiring creativity is at the core of ByteDance's mission. Our innovative products are built to help people authentically express themselves, discover and connect - and our global, diverse teams make that possible. Together, we create value for our communities, inspire creativity and enrich life - a mission we work towards every day.


As ByteDancers, we strive to do great things with great people. We lead with curiosity, humility, and a desire to make impact in a rapidly growing tech company. By constantly iterating and fostering an "Always Day 1" mindset, we achieve meaningful breakthroughs for ourselves, our Company, and our users. When we create and grow together, the possibilities are limitless. Join us.


Diversity & Inclusion


ByteDance is committed to creating an inclusive space where employees are valued for their skills, experiences, and unique perspectives. Our platform connects people from across the globe and so does our workplace. At ByteDance, our mission is to inspire creativity and enrich life. To achieve that goal, we are committed to celebrating our diverse voices and to creating an environment that reflects the many communities we reach. We are passionate about this and hope you are too.

Reasonable Accommodation

ByteDance is committed to providing reasonable accommodations in our recruitment processes for candidates with disabilities, pregnancy, sincerely held religious beliefs or other reasons protected by applicable laws. If you need assistance or a reasonable accommodation, please reach out to us at