Head Of Marketing, Argentina

Head of Marketing, Argentina

Driving the next generation of wealth. Digital assets are redefining how wealth is created, used, and transferred. Since 2018 at Nexo, we have been building the future model of financial wealth – dynamic, accessible, and designed for a new generation of forward-thinking investors. Technology alone does not drive progress; people do. We are a team of builders, strategists, analysts, creatives, and operators united by a shared mindset: advancement. We move fast, think long term, and take ownership. We challenge ideas, not people. We value clarity over noise and impact over optics.

Role Overview: Lead, develop, and scale Nexo’s local marketing team in Argentina, translating global priorities into market‐specific plays while ensuring local insights flow back to headquarters. The ideal candidate thrives on independent thinking, decisive action, and disciplined execution, bringing analytical depth, sound judgment, and resilience, alongside curiosity and a drive to continually improve.

Day‐to‐day responsibilities include:

• Team Leadership: Lead, develop, and scale Nexo’s local marketing team in Argentina. Set standards, run weekly cadences, and own performance management.
• Local Growth Strategy: Define the marketing strategy for Argentina across brand awareness and acquisition. Translate Nexo’s global priorities into market‐specific plays that reflect local user behavior, regulation, and competitive dynamics.
• Bridge with HQ: Act as the strategic interface between the AR team and central Paid, Partnerships, Creative, Web/SEO, Lifecycle, and Analytics teams. Ensure global initiatives land well locally and local insight flows back to HQ.
• Market Intelligence & Channel Mapping: Maintain a live overview of Argentina’s crypto and finance landscape – including publishers, influencer ecosystems, affiliates, events, and regional ad platforms.
• HNWI Acquisition: Develop personas, targeting strategies, and localized messaging that resonate with Argentina’s high‐net‐worth and mass‐affluent investors. Identify premium channels and moments to engage them effectively.
• Customer Experience Optimization: Audit key customer touchpoints (landing pages, onboarding flows, help center, FAQs) and collaborate with central teams to prioritize improvements and localization.
• Data‐Driven Insights: Translate findings into clear, actionable briefs and test hypotheses to improve funnel performance and growth efficiency.
• Brand Voice: Adapt value propositions and messaging to Argentina, ensuring that all communications feel native and culturally relevant.
• Brand Reputation & Risk Monitoring: Track brand mentions, community sentiment, and potential risks, proposing timely responses or mitigations.
• Key Metrics (KPIs): Funded accounts in Argentina, including HNWI share; Customer LTV and LTV/CAC payback for AR cohorts; Market penetration: Nexo funded accounts as a percentage of the active AR crypto investor base.

What makes you stand out:

• 15+ years in senior marketing roles, with a demonstrated track record of leading marketing teams in Argentina or LATAM.
• Direct people‐management experience – you’ve hired, coached, and grown specialists and know how to set a standard without micromanaging.
• Deep knowledge of the Argentine crypto, fintech, or wealth market – channels, partners, regulation, and culture.
• Proven experience shaping positioning, messaging, and channel strategy in a fast‐moving environment.
• Hands‐on crypto user with strong understanding of local crypto culture, media, and terminology.
• Analytical mindset – skilled in turning complex data into actionable insights; experience with GA4, MMPs, and competitive intelligence tools.
• Strong stakeholder management – able to align global HQ priorities with local market realities.
• Bias for action, structured thinking, and high editorial standards.
• Native Spanish; professional English.
• Experience in fintech, crypto scale‐ups, or financial services, with an existing network of relevant partners, publishers, and creators.

Nexo Benefits:

• Competitive and rewarding remuneration package.
• Hybrid work model: primarily office‐based with scheduled home office flexibility.
• Comprehensive additional health insurance as part of our wellness program.
• Language class discounts to support continuous personal and professional growth.
• A dynamic and inspiring environment with cutting‐edge projects.
• Career development opportunities in a global leader driving the next generation of wealth.
• Fresh fruits, snacks, and a well‐stocked office kitchen.
• Regular department team buildings and company‐wide team buildings.