General Manager – Global Growth

About the role

TCF is looking for a General Manager – Global Growth to lead its global digital fundraising engine and drive efficient revenue generation across Pakistan, the US, UK, Canada, Europe, the Middle East and Australia. The role covers performance marketing, SEO, analytics, product and website operations, and requires a strategist who can align senior leadership, the Board and international country partners around a single growth agenda.

Key responsibilities

• Set and own the global digital growth strategy and translate fundraising targets into annual growth plans, budgets and quarterly priorities.
• Own the global digital marketing budget and allocate it across markets and channels based on return.
• Identify and prioritize high-potential donor segments, geographies and new markets.
• Act as the lead voice on global digital growth with senior management and the Board, and build relationships with international country partners.
• Manage multiple stakeholders across markets, time zones and cultures, and represent TCF with external partners such as advertising platforms, agencies, banks and payment gateways.
• Lead paid acquisition across Meta, Google, TikTok, Reddit, LinkedIn and Bing, improving ROAS and acquisition costs through testing of audiences, creatives, bidding and budget allocation.
• Lead organic growth across traditional search and AI answer engines, integrate it with paid strategy into a single acquisition funnel, and own analytics, attribution and reporting.
• Own the roadmap for donation platforms and fundraising products, improve conversion and donor lifetime value, and oversee global websites for speed, localization and conversion.
• Lead and develop the team, run regular testing, review and reporting, and explore new channels, markets and partnerships.

Required profile

• Bachelor's degree in Marketing, Business or a relevant field; Master's degree or MBA preferred.
• At least 8 to 10 years of experience in growth or performance marketing for B2C businesses.
• Mandatory: senior leadership of multi-market / international growth and senior stakeholder management.
• Preferred: experience managing large digital marketing budgets and cross-functional teams, and with donation platforms and CRM tools such as Salesforce.

Required skills

• Strong stakeholder management, able to influence boards, C-suite leaders and partners across geographies.
• Strategic thinking, turning organizational goals into growth strategies and operating plans.
• Hands-on expertise in performance marketing, SEO/AEO, analytics, product and website operations.
• Strong command of ROAS, CAC:LTV, ARPU, attribution models and conversion rate optimization.
• Understanding of donor or consumer behaviour across markets and cultures.