Regional Marketing & Brand Lead

Key Scope:

• Lead regional marketing and brand strategy across multiple markets, ensuring alignment with HQ brand guidelines and business objectives.
• Drive customer acquisition, engagement and growth initiatives through integrated marketing programmes and strategic campaigns.
• Partner with senior stakeholders across product, digital and marketing functions to optimise marketing effectiveness and business outcomes.

Preferred Candidate Backgrounds:

• 8-10 years of marketing, brand management or integrated marketing experience, preferably within banking, cards, payments or digital banking.
• Proven experience leading regional or multi-market marketing initiatives across APAC.
• Strong strategic, commercial and stakeholder management capabilities, with experience managing agencies and regional campaigns.

Kindly revert with suitable profiles, candidate availability, and indicative rates by EOW.

Please find the detailed requirements attached for reference.

Job Responsibilities

• Act as the senior regional marketing lead and brand custodian, providing strategic direction and oversight across markets while ensuring alignment with Headquarters (HQ) brand strategy and guidelines.
• Lead the development and execution of regional marketing strategies and multi-market initiatives across brand, customer acquisition, product usage and engagement.
• Establish and manage a regional centre of excellence for branding, marketing propositions and content, including playbooks, frameworks, guidelines and best-practice sharing across markets.
• Analyse customer needs, business performance, industry trends and competitor activities to identify growth opportunities and recommend appropriate marketing strategies, propositions and investment priorities.
• Act as a strategic marketing advisor to senior regional and market stakeholders, driving alignment across product, digital, marketing and other relevant functions.
• Lead major regional marketing programmes from strategy and concept development through market execution, working closely with internal stakeholders and external agencies.
• Oversee creative, media and other external partners, as well as regional marketing budgets and campaign calendars, to ensure effective and timely delivery.
• Define and monitor KPIs, evaluate campaign performance and ROI, and provide management-level recommendations to optimise marketing effectiveness and investment.

Ideal Candidate Profile

• Degree in Marketing, Communications, Business, or a related discipline.
• 8-10 years of relevant marketing, brand management or integrated marketing experience, preferably within financial services, payments or a leading consumer-focused organisation.
• Demonstrated experience leading regional or multi-market marketing initiatives, preferably across Asia-Pacific (APAC).
• Strong understanding of the banking, cards, digital banking and payments ecosystem.
• Proven ability to operate independently and engage and influence senior stakeholders across regional and local market teams.
• Strong strategic and commercial acumen, with experience translating business priorities and customer insights into actionable marketing strategies and measurable outcomes.
• Strong experience across brand, media, digital marketing, customer engagement and agency management.