Paid Media Lead

👋 About Us

NALA is building Payments for the Next Billion. Faster, smarter, and fairer transfers for everyone. Since 2022, we've grown our business 120x, grown the team from 9 to 150+, raised $50M+ from top-tier investors , and were named to the Forbes Fintech 50 in 2025.

We operate two core products:

• NALA , our consumer app making cross-border payments cheaper, faster and more reliable for the global diaspora. Allowing users to send money from the UK, US and EU to Africa and Asia.
• Rafiki , our B2B payments infrastructure, is powering global payments.

Our team includes alumni from Wise, Stripe, Monzo, Revolut, and CashApp — operators who’ve scaled world-class products. We act with urgency, think deeply, and put our customers first always.

At NALA, this isn’t just a job. It’s ownership, impact, and the chance to change global payments forever.

Join us in building Payments for the Next Billion

🙌 Your Mission

We’re hiring a Paid Ads Lead to take charge of global performance marketing across Meta and Google for a fast-scaling, product-led business. You’ll be at the forefront of driving customer acquisition across multiple markets, managing high-impact campaigns with precision and pace. This role blends deep executional ownership with strategic input—you’ll control large budgets, lead creative and audience testing, and ensure paid media performance is tightly aligned with global growth goals.

You’ll operate in a fast-moving environment where experimentation is constant, reporting is actionable, and performance is non-negotiable. This isn’t about managing channels—it’s about building a paid engine that drives real business outcomes in complex, high-intent markets.

🎯 Your Responsibilities in this Role

• Own and optimize our paid media engine. You’ll manage day-to-day execution across Meta and Google Ads, running structured creative tests, refining audiences, managing budgets, and relentlessly reducing cost per acquisition. You’ll iterate quickly, scaling what works.
• Be the performance expert behind our growth. You’ll take full ownership of platform budgets, adjusting spend across countries and campaigns based on data, not guesswork. You’ll track and improve key metrics (CPA, payback periods, ROAS) and ensure paid channels hit their targets.
• Deliver insights that drive decisions. From campaign performance to market trends, you’ll turn paid media data into sharp, digestible reporting for the Growth team and senior stakeholders. You’re confident working with MMPs (we use Adjust) and can work with our data team to improve our attribution approach.
• Drive strategic tests beyond the daily grind. Whether it’s trialing new audience segments, experimenting with localized creatives, or helping us enter new markets, you’ll lead focused, high-impact projects to unlock future performance gains.

🔥 Must-have requirements

• You’ve been deep in the paid ads trenches for 5+ years, running high-performance campaigns across Meta (Facebook/Instagram) and Google Ads. You’ve owned significant monthly budgets (£100k+), balancing efficiency and scale while being fully accountable for metrics like CPA and payback periods.
• You know how to move money where it matters. Whether allocating spend across countries, platforms, or funnel stages, you use performance data to drive decisions. You’ve built and refined campaign structures, creative strategies, and audience segmentation to increase volume while driving down acquisition costs.
• You bring sharp analytical skills, capable of translating large datasets into clear, actionable insights. You’re confident using the best-available data to build performance reports that actually drive decisions. You’re also comfortable using automation tools (like Google Ads Scripts and Meta automated rules) to boost efficiency and consistency.
• You don’t stop at campaign management. You’ve initiated and led projects like landing page testing, cross-platform attribution improvements, or funnel diagnostics. You’re proactive, hands-on, and don’t need micromanagement to spot and act on growth opportunities.
• Nice to have: You’ve worked in finance or other regulated sectors, where compliance constraints, trust messaging, and long decision cycles are part of the playbook. You know how to work effectively within these constraints.

✅ Success in the role looks like

3-Month Metrics

• Fully onboarded into our paid media stack and attribution setup (Meta, Google Ads, Adjust, etc.)
• Audit all existing campaigns, audiences, creatives, and budget allocations across markets and channels
• Create and own structured A/B testing framework for creatives and audience segments on Meta and Google Ads
• Reduce CPA and improve CTR through early optimizations in targeting, copy, or ad formats
• Deliver weekly performance reports with actionable insights for the Growth team
• Proactively flag underperforming spend and propose reallocation to higher-performing campaigns

6-Month Metrics

• Deliver measurable improvement in overall channel contribution to revenue and growth targets
• Own and actively manage the global paid media budget across platforms, including country-level allocation
• Implement automated rules/scripts that improve efficiency, budget pacing, or creative rotation at scale
• Collaborate with Product teams to align landing page optimization with ad performance
• Establish a predictable reporting rhythm for the CMO and growth leadership, focused on ROAS, LTV:CAC, and strategic insights
  
  

➡️ Interview Process

You will need to first submit your application through our ATS Workable. There is no need to submit a Cover Letter.

If successful you will be selected for our interview process which has 3 stages:

1. [30mins] Interview with the Talent Team
• In this stage we want to get to know you a bit more and follow up on your experience and motivations. The best preparation would be to really know why you applied for the role (i.e. your application questions)
2. [1hour] Interview with the Head of Strategic Initiatives
• In this stage, we want to get to know you and your experience deeply and we will focus closely on your experience as detailed on your CV. The best preparation is to just know whats on your CV really well 👍
• We will want to test your operational nous via a short exercise involving a fictitious task that could happen in the role.
• The Head of Strategic Initiatives will go through your submission with you, allowing time for you to present and field questions related to the task
3. [45mins] Leadership Interview
• The final interview will be with one of our founders, focusing on your motivation for the role and will be a great opportunity to ask any questions you have about the business.

⭐️ Benefits

• 27 Days Off Plus UK Bank Holidays : Take the time to decompress. Working at a startup is hard!
• Birthday Leave: Celebrate your special day with a bonus day off to take off in that month.
• Enhanced Parental Leave - We offer 16 weeks of full pay for the primary caregiver and 4 weeks of full pay for the secondary caregiver (After a 6-month probationary period)
• Global Workspace : Get access to WeWork locations worldwide.
• Learning Budget : Fuel your growth with $1000 annually for learning and development.
• Sarabi : Themed snacks and Friday lunch focused on building great working relationships with the team.
• Monthly Socials : Join fun social events every month for great times.
• Free Coffee : Enjoy barista-style coffee at your fingertips.