Owns customer acquisition economics and brand positioning as a single, integrated mandate. Responsible for deciding what INFT says, to whom, through which channels, and whether it is working. Directs AI content/creative tools.
Build and execute unified roadmaps scaling brand awareness alongside acquisition, activation, and retention.
Key Responsibilities
Own the acquisition funnel end to end: CAC, LTV, conversion rates by channel and by segment
Set channel mix and budget allocation across paid, outbound (LinkedIn, Google, Facebook), content, and offline/partnership channels
Owns brand positioning and voice, including competitive positioning against other neobank/fintech competitors
Direct AI content and creative production to hit brand and conversion goals
Enforce brand standards: approved terminology, colour palette, and persona consistency
Ensure consistency across all brand-related touchpoints
Build and own the measurement framework — CAC/LTV by segment and channel, content performance attribution — before scaling output volume
Maintain working knowledge of MAS advertising and disclosure rules (rates, credit ceilings, product terms) sufficient to keep output compliant by default, not by after-the-fact review
First 4–6 weeks: instrumentation and benchmarking (no historical CAC/LTV data exists), not output volume
Requirements
5+ years in growth or performance marketing, ideally B2B fintech, banking, or regulated financial services
Demonstrated ownership of CAC/LTV economics, not just campaign execution
Experience directing content/creative teams or AI tools at volume
Working understanding of financial services marketing constraints (regulatory sensitivity around rates, credit claims, disclosures)
Experience at a MAS-regulated financial institution is an advantage
Comfortable operating without a playbook or historical data; this is a from-scratch build
Strong written and verbal communication; will represent marketing decisions directly to the CEO
