MoneySmart is Southeast Asia's leading personal finance platform, helping consumers across Singapore and Hong Kong find the right financial products and make smarter decisions with their money. We're at an inflection point: moving from a comparison platform to a genuinely personalised financial companion, and marketing is the engine that gets us there.

Mission

This is one of the most consequential roles in the company. You'll own the full marketing function (performance, organic, social, content, retention, design and brand) and your mandate is to make MoneySmart a household name that people actively choose, not just land on. That means driving efficient customer acquisition, building retention and engagement that compounds over time, and growing a value proposition that speaks more clearly to the people we're trying to serve.

You'll be walking into real challenges. SEO traffic is under pressure. Our messaging needs sharpening. Retention hasn't been built to its potential. If you're looking for a role where the engine is already running smoothly, this isn't it. If you're the kind of person who finds that description energising, read on.

You'll report directly to the CEO and lead a team across performance, organic, brand, content, social, retention, and design. You will also own the rewards and loyalty program and P&L.

Responsibilities

Own the strategy to dominate GEO for personal finance search terms and maximise organic demand generation as a channel
Turn social into a genuine, scalable demand engine
Build a retention and engagement programme that makes CAC a compounding advantage over time, not a fixed cost
Drive paid marketing efficiency: better signals, better targeting, better unit economics
Develop and execute a brand marketing strategy that materially moves awareness and preference among the right audience
Identify and prove out alternative channels (partnerships, communities, distribution) that others haven't fully explored
Ownership of the SmartRewards platform and P&L to support business objectives
Build AI-native workflows across every marketing discipline so the team produces more, faster, without growing headcount

Requirements

You're already using AI to automate and accelerate your marketing work, not experimenting with it. You can show us the workflows you've built and what they replaced
You stay current on where AI and marketing channels are moving, and you've changed how you work because of what you've learned, not just added it to your reading list
You're not afraid to get into the details. With AI, there's no such thing as a leader who only sets direction and lets the team handle execution. You're expected to be in the details with the team, not just above it
You're numbers-driven in the way that matters: you know your CAC, your retention curves, your channel contribution margins, and you make decisions from that, not from intuition alone
You've built and proven organic and social channels from early stages. You know what momentum looks like and how to create it, not just scale it
You've run retention programmes that actually moved the needle on LTV, not just email open rates
You're a strong enough operator to move fast across multiple disciplines simultaneously. And humble enough to know when to go deep versus when to delegate
You've worked with or led creative and brand work, and you have a point of view on what good looks like, even if you're not the one executing it
You get things done through people, not just process. Your team follows you because they're learning from you, not just because of your title
You ideally have experience with marketplace businesses and understand the consumer financial landscape in Singapore

Why this role

We're investing aggressively in AI across the whole business. You'll have access to cutting-edge tools and work and learn alongside other leaders who are actively pushing the boundaries of what's possible, not talking about doing it. When you look under the hood, you'll see that our capabilities in AI are genuinely ahead of the curve compared to other established companies
Insurance is a massive, fragmented, underserved market in Southeast Asia. As we focus in this space, the marketing opportunity is genuinely wide open. This is a category that hasn't been cracked yet
You'll own the full marketing function with real CEO-level visibility and support. The wins and the lessons will both be yours
You'll be part of the Executive Committee that leads the business, not just the department
The problems are real and unsolved. That means what you figure out here will actually matter, to the business and to what you're capable of next

MoneySmart Culture Values & Tenets

The traits we admire are core intrinsic qualities we look for in someone we want on our team, and we look for people who are Hungry, Humble and Smart. We also expect all our people to uphold the following company values:

Play to win as a team
Solve for the customer
Embrace a personal growth mindset
Step up and own it
Challenge the status quo and deliver outcomes

MoneySmart Group is an equal opportunity employer. Please include only relevant details and avoid unnecessary information (e.g., photos, age) in your job application to assist us in ensuring that the interview process is devoid of bias.

Chief Marketing Officer