Senior Integrated Marketing Lead, Consumer Campaigns (Cash App & Afterpay)

It all started with an idea at Block in 2013. Initially built to take the pain out of peer-to-peer payments, Cash App has gone from a simple product with a single purpose to a dynamic ecosystem, developing unique financial products, including Afterpay/Clearpay, to provide a better way to send, spend, invest, borrow and save to our 50+ million monthly active customers. We want to redefine the world’s relationship with money to make it more relatable, instantly available, and universally accessible.
Today, Cash App has thousands of employees working globally across office and remote locations, with a culture geared toward innovation, collaboration and impact. We’ve been a distributed team since day one, and many of our roles can be done remotely from the countries where Cash App operates. No matter the location, we tailor our experience to ensure our employees are creative, productive, and happy.

The Role

Cash App is seeking a strategic, creative, and action-oriented Senior Integrated Marketing Lead to define and deliver best-in-class consumer campaigns across Cash App and Afterpay — spanning banking, payments, and Buy Now Pay Later. This role is for a full-funnel campaign marketing leader who can set the vision, shape distinctive creative, and orchestrate media to drive meaningful brand and product impact at scale.

This leader will be responsible for developing integrated campaign strategies that connect product storytelling to culture, community, and real consumer needs — driving measurable brand and product lift across awareness, consideration, and adoption. The ideal candidate is deeply experienced in large-scale campaign marketing (from ~$10M to $100M+), excels at partnering with Creative and Media teams, and knows how to translate insight into work that moves both hearts and metrics.

Success in this role will be defined by step-change improvements in brand relevance, product understanding, and sustained growth across Cash App and Afterpay’s consumer ecosystem.

Key Responsibilities

Strategic & Campaign Leadership

• Define and lead the integrated consumer campaign strategy across Cash App and Afterpay, ensuring alignment with brand vision, product priorities, and long-term growth goals.
• Own the development of full-funnel campaign frameworks — from audience insight and strategic positioning through creative expression, channel activation, and measurement.
• Partner closely with Creative Strategy and Brand Design to shape distinctive, culturally resonant creative platforms that connect product benefits to real consumer moments and communities.
• Lead cross-functional go-to-market planning across Product, Creative, Brand Media, Data Science, and Comms to deliver cohesive, high-impact campaigns.
• Act as a senior marketing leader who can influence across disciplines and levels, bringing clarity, conviction, and momentum to complex initiatives.

Media, Investment & Activation

• Own end-to-end campaign investment planning and budget allocation across paid, owned, and earned channels — ensuring media strategies ladder up to campaign objectives.
• Partner with Channel, Brand Media, and Finance teams to allocate spend intelligently across upper- and lower-funnel efforts, balancing brand building with performance impact.
• Activate campaigns across a diverse media mix (e.g., video, digital, social, OOH, partnerships, experiential), optimizing for reach, relevance, and results.
• Manage and steward large-scale budgets ranging from $10M to $50M+, with strong financial discipline and accountability.

Product Storytelling & Cultural Relevance

• Translate complex financial and product capabilities (e.g., banking, payments, BNPL) into clear, compelling consumer narratives that drive understanding and trust.
• Connect product storytelling to cultural moments, communities, and lived experiences — ensuring campaigns feel timely, authentic, and emotionally resonant.
• Champion a consumer-first mindset, ensuring campaigns reflect diverse audiences and elevate Cash App and Afterpay’s role in people’s financial lives.

Measurement, Insights & Optimization

• Partner with Customer Insights and Data Science to develop learning agendas and measurement frameworks that assess brand health, product lift, and campaign effectiveness
• Use insights to continuously optimize creative, media, and investment strategies — applying learnings to future campaigns.
• Ensure brand consistency and excellence across all consumer touchpoints while evolving creative expression based on performance and cultural shifts.
• Partner with Creative teams and external agencies to develop campaign platforms, assets, and evergreen content that scale across the portfolio.

You Have

• 12+ years of progressive experience in integrated marketing, brand marketing, or campaign leadership, ideally within consumer technology, financial services, or culturally driven brands.
• 5+ years of direct ownership of large-scale, full-funnel campaigns, including budget management and cross-channel investment planning.
• Proven track record of leading high-impact consumer campaigns that drive measurable brand and product lift.
• Deep expertise in campaign strategy, creative development, and media activation — with strong instincts for what breaks through culturally.
• Experience managing and optimizing multi-million-dollar budgets with financial discipline and ROI focus.
• Strong analytical mindset with the ability to translate data and insights into clear strategic and creative direction.

We're working to build a more inclusive economy where our customers have equal access to opportunity, and we strive to live by these same values in building our workplace. Block is an equal opportunity employer evaluating all employees and job applicants without regard to identity or any legally protected class. We will consider qualified applicants with arrest or conviction records for employment in accordance with state and local laws and “fair chance” ordinances. We believe in being fair, and are committed to an inclusive interview experience, including providing reasonable accommodations to disabled applicants throughout the recruitment process. We encourage applicants to share any needed accommodations with their recruiter, who will treat these requests as confidentially as possible. Want to learn more about what we're doing to build a workplace that is fair and square? Check out our I+D page.