📌 Core Information
🔹 Job Title: Regional Marketing Lead - Consumer (LatAm)
🔹 Company: Wise
🔹 Location: São Paulo, Brazil
🔹 Job Type: Full-time
🔹 Category: Marketing
🔹 Date Posted: July 2, 2025
🔹 Experience Level: 5-10 years
🔹 Remote Status: On-site
🚀 Job Overview
Key aspects of this role include:
- Driving Wise’s regional marketing strategy and execution for LATAM, with a focus on Brazil and secondary focus on Mexico.
- Identifying key growth drivers, audience segments, and marketing tactics to increase penetration and customer acquisition and retention.
- Working alongside existing centralized channels to optimize performance or scale up investment, or devising and executing net new activities not currently owned by the centralized team.
- Collaborating with central creative and media buying teams, channels, product, PMM, and PR teams to align regional needs, messaging, and activation.
- Analyzing regional marketing performance and optimizing strategies based on insights.
ASSUMPTION: This role requires a strategic mindset, strong analytical skills, and the ability to balance central team collaboration with independent execution.
📋 Key Responsibilities
✅ Own and execute the regional marketing strategy to drive growth through net new customer acquisition.
✅ Identify key audiences, use cases, product benefits, and local positioning.
✅ Develop and manage regional campaigns and product launches across digital and offline channels.
✅ Work with central creative and media buying teams to ensure regional needs are prioritized.
✅ Partner with Channels to agree on key new opportunities in the region and align on resourcing.
✅ Partner with product, PMM, and PR teams to align messaging and activation in line with the local compliance and regulatory context.
✅ Analyze regional marketing performance of new initiatives and optimize strategies based on insights.
✅ Be accountable for the P&L of the proposed new local activities and ensure efficient resource allocation for regional campaigns.
✅ Identify and test new growth opportunities, including partnerships, events, or offline activations, such as sponsorships.
✅ Report on regional performance, challenges, and opportunities to Leadership.
ASSUMPTION: This role involves a mix of strategic planning, hands-on execution, and stakeholder management, requiring strong organizational skills and the ability to balance multiple priorities.
🎯 Required Qualifications
Education: Bachelor's degree in Marketing, Business, or a related field (or equivalent experience).
Experience: Significant experience (5-10 years) in marketing, growth, or regional expansion roles, with a proven track record of driving successful marketing campaigns and initiatives at a regional level.
Required Skills:
- Strong understanding of customer acquisition and retention, performance marketing, and brand growth.
- Ability to build and maintain relationships with local partners, vendors, and community stakeholders.
- Hands-on experience working and driving execution in regional/local markets.
- Ability to collaborate with central teams while independently driving execution.
- Excellent communication and stakeholder management skills.
- Excellent command of written and verbal English on top of Portuguese; Spanish as a bonus.
Preferred Skills:
- Experience working in the financial services or fintech industry.
- Knowledge of the LATAM market and consumer behavior.
ASSUMPTION: This role requires a strong understanding of regional marketing, customer acquisition, and performance marketing, as well as the ability to build and maintain relationships with local stakeholders.
💰 Compensation & Benefits
Salary Range: R$31,384.62 - R$46,153.85 per month (based on experience and market standards for the role and location).
Benefits:
- Paid annual holiday, sick days, parental leave, and other leave opportunities.
- 3 me days per year.
- 6 weeks of paid sabbatical after 4 years at Wise, on top of annual leave.
- Private medical insurance.
- RSUs in a profitable company.
Working Hours: Full-time, with flexible working hours and remote work options available.
ASSUMPTION: The salary range provided is an estimate based on market standards for the role, experience level, and location. The final offer may vary depending on the candidate's qualifications and the company's assessment.
📌 Applicant Insights
🔍 Company Context
Industry: Financial Services, specifically cross-border money transfers and currency exchange.
Company Size: Medium to large (1,001-5,000 employees), offering a structured yet agile work environment with opportunities for growth and collaboration.
Founded: 2011, with a mission to make money transfers cheaper, faster, and more convenient for people and businesses worldwide.
Company Description:
- Wise is a global technology company building the best way to move money around the world.
- With the Wise account, people and businesses can hold 40+ currencies, move money between countries, and spend money abroad.
- Wise processes £9 billion in cross-border transactions every month, saving customers around £1.5 billion a year.
Company Specialties:
- Money transfer
- Currency exchange
- Foreign currency
- Crowdsourcing
- Peer-to-peer
- Fintech
- Finance
- Technology
- Culture
- P2P
- Consumer services
- Start-up
- Financial technology
- Mission-driven
- Purpose-led
- Autonomous
- Borderless
Company Website: wise.com
ASSUMPTION: Wise is a mission-driven, purpose-led company that values autonomy and borderless thinking, fostering a culture of innovation and collaboration.
📊 Role Analysis
Career Level: Mid-level to senior, with opportunities for growth and progression within the marketing function and the company as a whole.
Reporting Structure: This role reports directly to the Head of Regional Marketing and works closely with central marketing teams, channels, product, PMM, and PR teams.
Work Arrangement: Full-time, on-site, with flexible working hours and remote work options available. The role requires frequent travel within LATAM, with a focus on Brazil and Mexico.
Growth Opportunities:
- Progression within the marketing function, such as taking on additional regions or moving into a leadership role.
- Opportunities to work on cross-functional projects and gain exposure to other areas of the business.
- Potential to grow with the company as it continues to expand its global presence.
ASSUMPTION: This role offers significant growth opportunities for the right candidate, with the potential to make a real impact on the company's regional marketing strategy and customer acquisition efforts.
🌍 Location & Work Environment
Office Type: Modern, collaborative office space with a focus on employee well-being and comfort.
Office Location(s): São Paulo, Brazil (with frequent travel to Mexico and other LATAM countries).
Geographic Context:
- São Paulo is the largest city in Brazil and the Americas, with a vibrant cultural scene, diverse neighborhoods, and a thriving business ecosystem.
- The city offers a mix of urban and natural environments, with easy access to beaches, parks, and other recreational activities.
- São Paulo is a major financial hub and a key market for Wise's consumer business.
Work Schedule: Full-time, with flexible working hours and remote work options available. The role requires frequent travel within LATAM, with a focus on Brazil and Mexico.
ASSUMPTION: The work environment at Wise is collaborative, inclusive, and focused on employee well-being. The company offers a mix of on-site and remote work options to accommodate employees' preferences and needs.
💼 Interview & Application Insights
Typical Process:
- Online application submission and resume screening.
- Phone or video call with the HR team to discuss the role and assess cultural fit.
- In-depth interviews with the hiring manager and other team members to assess skills, experience, and alignment with the company's mission and values.
- Final interview with the Head of Regional Marketing or another senior leader.
Key Assessment Areas:
- Strategic thinking and regional marketing expertise.
- Analytical skills and data-driven decision-making.
- Communication and stakeholder management skills.
- Cultural fit and alignment with Wise's mission and values.
Application Tips:
- Tailor your resume and cover letter to highlight your regional marketing experience, customer acquisition strategies, and relevant industry knowledge.
- Prepare for behavioral interview questions that focus on your experience driving regional marketing campaigns and initiatives.
- Research Wise's mission, values, and company culture to demonstrate your alignment and enthusiasm for the role.
ATS Keywords: Regional Marketing, Customer Acquisition, Performance Marketing, Brand Growth, Stakeholder Management, Collaboration, LATAM, Brazil, Mexico, Financial Services, Fintech
ASSUMPTION: The application process at Wise is designed to assess candidates' skills, experience, and cultural fit, with a focus on finding the best fit for both the candidate and the company.
🛠️ Tools & Technologies
- Marketing automation platforms (e.g., HubSpot, Marketo, or similar).
- Customer relationship management (CRM) software (e.g., Salesforce, HubSpot CRM, or similar).
- Data analysis and visualization tools (e.g., Google Analytics, Tableau, or similar).
- Project management tools (e.g., Asana, Trello, or similar).
ASSUMPTION: The tools and technologies required for this role are standard for the marketing industry and can be learned or adapted to with relative ease.
👔 Cultural Fit Considerations
Company Values:
- Borderless: We think globally and act locally.
- Mission-driven: We're here to make money without borders – for everyone, everywhere.
- Autonomous: We take ownership and responsibility for our work.
- Inclusive: We celebrate diversity and create an environment where everyone can thrive.
- No BS: We communicate openly and honestly, and expect the same from each other.
Work Style:
- Collaborative: We work together to achieve our goals and support each other's success.
- Agile: We move quickly and adapt to change to stay ahead of the curve.
- Data-driven: We make decisions based on data and insights, and continuously test and optimize our strategies.
- Customer-focused: We put our customers at the center of everything we do and strive to exceed their expectations.
Self-Assessment Questions:
- How do you approach building and maintaining relationships with local partners, vendors, and community stakeholders in a regional marketing role?
- How have you demonstrated your ability to collaborate with central teams while independently driving execution in a regional marketing context?
- How do you ensure that your marketing strategies and tactics are aligned with the local compliance and regulatory context?
ASSUMPTION: Wise values a borderless, mission-driven, autonomous, inclusive, and no BS work environment, with a focus on collaboration, agility, data-driven decision-making, and customer focus. Candidates who align with these values and work styles are more likely to succeed in this role and at the company.
⚠️ Potential Challenges
- Navigating the unique cultural, linguistic, and regulatory landscapes of LATAM countries, with a focus on Brazil and Mexico.
- Balancing central team collaboration with independent execution and decision-making in a regional marketing context.
- Managing multiple stakeholders and priorities, including central marketing teams, channels, product, PMM, and PR teams.
- Adapting to the fast-paced, ever-changing nature of the fintech industry and the global money transfer market.
ASSUMPTION: These challenges can be overcome with strong regional marketing expertise, cultural sensitivity, and a strategic, data-driven approach to decision-making.
📈 Similar Roles Comparison
- This role differs from similar regional marketing positions in other industries in its focus on the unique cultural, linguistic, and regulatory landscapes of LATAM countries, with a specific emphasis on Brazil and Mexico.
- Compared to other regional marketing roles in the financial services or fintech industry, this position offers a unique opportunity to drive customer acquisition and retention strategies in a rapidly growing, global technology company.
- Career progression in this role may involve taking on additional regions, moving into a leadership role, or exploring opportunities within the broader marketing function or the company as a whole.
ASSUMPTION: This role offers a unique combination of regional marketing expertise, cultural sensitivity, and strategic, data-driven decision-making, with significant growth opportunities for the right candidate.
📝 Sample Projects
- Developing and executing a regional marketing campaign to launch a new product or feature in Brazil, with a focus on customer acquisition and retention.
- Identifying and testing new growth opportunities, such as partnerships, events, or offline activations, to drive customer acquisition and retention in Mexico.
- Analyzing regional marketing performance data to optimize strategies and improve ROI for Wise's consumer business in LATAM.
ASSUMPTION: These sample projects illustrate the strategic, data-driven, and hands-on nature of the regional marketing role at Wise, with a focus on driving customer acquisition and retention in the LATAM market.
❓ Key Questions to Ask During Interview
- How does Wise support regional marketing teams in balancing central team collaboration with independent execution and decision-making?
- Can you describe the company's approach to navigating the unique cultural, linguistic, and regulatory landscapes of LATAM countries, with a focus on Brazil and Mexico?
- How does Wise ensure that its regional marketing strategies and tactics are aligned with the local compliance and regulatory context?
- What opportunities are there for growth and progression within the marketing function and the company as a whole for someone in this role?
- How does Wise support employees' well-being and work-life balance, particularly for those in regional marketing roles with frequent travel requirements?
ASSUMPTION: These key questions help candidates assess the company's support for regional marketing teams, its approach to navigating LATAM's unique cultural and regulatory landscapes, and the opportunities for growth and progression within the marketing function and the company as a whole.
📌 Next Steps for Applicants
To apply for this position:
- Submit your application through the Wise careers page.
- Tailor your resume and cover letter to highlight your regional marketing experience, customer acquisition strategies, and relevant industry knowledge.
- Prepare for behavioral interview questions that focus on your experience driving regional marketing campaigns and initiatives.
- Research Wise's mission, values, and company culture to demonstrate your alignment and enthusiasm for the role.
- Follow up with the HR team one week after submitting your application to inquire about the status of your application and express your continued interest in the role.
⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.
