Regional Marketing & Brand Lead

Key Scope:

• Oversee regional marketing and brand strategy across various markets, ensuring adherence to HQ brand standards and business goals.
• Foster customer acquisition, engagement, and growth through comprehensive marketing programs and strategic campaigns.
• Collaborate with senior stakeholders in product, digital, and marketing sectors to enhance marketing effectiveness and achieve business results.

Preferred Candidate Backgrounds:

• 8-10 years of experience in marketing, brand management, or integrated marketing, ideally within the banking, cards, payments, or digital banking sectors.
• Demonstrated success in leading regional or multi-market marketing initiatives throughout the APAC region.
• Strong strategic, commercial, and stakeholder management skills, with experience in managing agencies and executing regional campaigns.

Please respond with suitable profiles, candidate availability, and expected rates by the end of the week.

Detailed requirements are attached for your reference.

Job Responsibilities

• Serve as the senior regional marketing leader and brand steward, offering strategic guidance and oversight across markets while ensuring alignment with Headquarters (HQ) brand strategy and guidelines.
• Direct the formulation and implementation of regional marketing strategies and multi-market initiatives focused on brand, customer acquisition, product usage, and engagement.
• Establish and maintain a regional center of excellence for branding, marketing propositions, and content, including playbooks, frameworks, guidelines, and best-practice sharing across markets.
• Evaluate customer needs, business performance, industry trends, and competitive actions to pinpoint growth opportunities and suggest relevant marketing strategies, propositions, and investment priorities.
• Act as a strategic marketing consultant to senior regional and market stakeholders, ensuring alignment across product, digital, marketing, and other pertinent functions.
• Lead significant regional marketing programs from strategic planning and concept creation through to market execution, collaborating closely with internal stakeholders and external agencies.
• Manage creative, media, and other external partners, along with regional marketing budgets and campaign timelines, to guarantee effective and timely delivery.
• Define and track KPIs, assess campaign performance and ROI, and provide management-level recommendations to enhance marketing effectiveness and investment.

Ideal Candidate Profile

• Degree in Marketing, Communications, Business, or a related field.
• 8-10 years of relevant experience in marketing, brand management, or integrated marketing, preferably in financial services, payments, or a leading consumer-focused organization.
• Proven experience in leading regional or multi-market marketing initiatives, ideally across the Asia-Pacific (APAC) region.
• Robust understanding of the banking, cards, digital banking, and payments landscape.
• Proven ability to work independently while engaging and influencing senior stakeholders across regional and local market teams.
• Strong strategic and commercial insight, with a track record of translating business priorities and customer insights into actionable marketing strategies and measurable results.
• Extensive experience in brand management, media, digital marketing, customer engagement, and agency management.