Join Li Peng, Head of SEM and Paid Growth at Wise, for a conversation about how performance marketing can scale globally without losing local impact. From tailoring campaigns across languages and regions to optimizing SEM structure and automation, Li will share how Wise is redefining what it means to grow fast, stay efficient, and stay personal, at scale.
Li Peng, Head of SEM and Paid Growth Lead, Wise
Li Peng leads paid growth at Wise, overseeing strategy and execution across 70+ markets worldwide. With deep expertise in performance marketing, localization, and scalable SEM operations, she’s helped power Wise’s expansion while keeping acquisition efficient and relevant on a global scale.
Event Overview
In today’s world, global reach is nothing without local relevance. In this session, Li Peng shares how Wise has scaled its paid growth engine across dozens of markets while keeping campaigns sharp, personalized, and performance-driven. From platform strategy and channel mix to keyword localization
01 Scaling Paid Growth Without Losing the Signal
Li shares how her team structures global campaigns that scale efficiently, from setting up cross-market foundations to optimizing creative, targeting, and measurement for long-term impact.
02 Local by Design: Why Context Is Everything
Whether it’s tailoring ad copy or localizing landing pages, small changes drive big results. Learn how Wise adapts performance campaigns to match real customer behaviour, language, and expectations across geographies.
03 Building a Smarter SEM Engine
SEM at scale isn’t just about budget, it’s about architecture. Li dives into how Wise approaches account structure, bidding strategies, and automation to keep growth lean, sustainable, and measurable across 70+ countries.
