The Challenge
PayJoy has served 18M+ customers across emerging markets with AI-powered credit solutions. You'll build their brand from the ground up—defining perception, positioning, and campaigns that drive trust, awareness, and growth across multiple regions.
Your Mission
Audit current brand perception and competitive landscape; establish baseline brand health metrics (awareness, consideration, preference) across key markets
Define PayJoy's brand positioning, value proposition, and messaging framework for both customers and institutional audiences (investors, partners)
Create comprehensive brand identity guidelines (visual + verbal) and launch internal brand rollout to ensure consistency across teams
Develop and execute first integrated campaign (cross-channel) to test messaging and measure impact on awareness and trust metrics
Launch country-specific brand strategies for 2-3 priority markets with localized campaigns and KPI tracking
Build brand health tracking dashboard; establish quarterly reporting cadence showing impact on acquisition cost, retention, and market perception
Scale campaign execution across channels (digital, social, partnerships, PR) with measurable ROI by channel
Create content/storytelling playbook that connects PayJoy's mission (financial inclusion) to customer narratives and business outcomes
KPIs You'll Own
Brand Awareness
Percentage of target audience that can unaided recall PayJoy; track quarterly lift from campaign exposure.
Brand Consideration
Percentage of aware consumers who would consider PayJoy vs. competitors; measure shift post-campaign launches.
Customer Acquisition Cost (CAC) by Channel
Cost to acquire one customer through brand-driven campaigns; optimize creative and channel mix based on efficiency.
Campaign ROI (ROAS)
Revenue generated per dollar spent on brand campaigns; establish benchmarks and targets by market and channel.
Brand Trust Score
NPS or custom trust metric among customers and prospects; correlate with retention and upsell rates.
Message Resonance
Engagement rate and sentiment on brand content; track which narratives drive highest conversion downstream.
Tools & Stack
Your Team
Your Manager
Likely C-suite (CMO or VP Growth) - not specified
Current Team
Building out brand function from scratch; you'll collaborate with Product Marketing, Growth, Design, and Communications
New role; building a world-class brand function
The Package
Salary
$120K-$160K USD base (estimated 2026 market for Director-level brand leadership in fintech, Mexico City on-site role)
Remote
On-site in Mexico City Metropolitan Area; no remote flexibility mentioned
Benefits & Perks
Company Intelligence
PayJoy is a mission-first fintech credit provider serving underserved customers in emerging markets. With patented AI-powered secured credit technology, they've reached 18M+ customers by 2025 and achieved profitability while scaling responsibly.
Customers
18M+ active customers across emerging markets
Culture
Mission-first, data-driven, balanced between creativity and performance metrics; equal opportunity employer
Is This Role For You?
- You've built or scaled brand strategies in early-stage/hypergrowth environments and can prove impact with metrics (not just vanity numbers)
- You understand fintech, financial inclusion, or emerging market dynamics—or you're hungry to learn and translate mission into compelling narratives
- You're equally comfortable in strategy sessions and hands-on creative execution; you don't wait for approval to move
- You can balance art and science: storytelling that moves people AND campaigns that drive CAC down and retention up
- You want to stay on-site and embed deeply with the team; you thrive in fast-paced, dynamic environments with unclear briefs
- You need remote flexibility or are unwilling to relocate to Mexico City full-time
- You're brand-only (no appetite for performance measurement, experimentation, or cross-functional collaboration)
- You've only worked in mature, stable brands with massive budgets; high-growth chaos isn't your jam
- You can't articulate how brand decisions drive business outcomes—strategy without ROI orientation won't cut it here
Interview Process
Application + Portfolio Review
Submit resume, portfolio of 2-3 brand campaigns with results (awareness lift, CAC impact, conversion data if available)
Screening Call
30 min with recruiter; assess background, fintech/emerging market exposure, on-site commitment
Brand Strategy Case Study
60 min with Brand/Marketing leader; present your approach to building PayJoy's brand from scratch—positioning, messaging, first campaign idea, KPIs
Cross-Functional Roundtable
45 min with Product Marketing, Growth, Design; discuss collaboration, cross-channel execution, how you'll drive alignment
Leadership/Exec Interview
30-45 min with CMO or VP; vision for global brand scaling, long-term impact, cultural fit
Interested in this role?
Apply now and hear back within days, not weeks.
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About Brand Marketing Roles
Brand marketers build the perception, voice, and visual identity that makes a company memorable. They oversee creative campaigns, brand guidelines, partnerships, and the emotional connection between company and customer.