Marketing Lead, Regional Credit

About the role

The Marketing Lead, Regional Credit will drive the integrated marketing strategy across Southeast Asia, aligning campaigns, digital growth, brand, and community initiatives with business objectives. You will mentor regional and local teams, ensuring cohesive execution and measurable impact.

Key responsibilities

• Lead and mentor regional and local marketing teams across SEA, shaping integrated strategies for campaigns, digital growth, brand, and community.
• Own end‑to‑end planning and execution of regional campaigns, including product launches, seasonal and tactical initiatives, narrative development, GTM framework, and cross‑channel rollout.
• Develop and optimise media strategies across paid, owned, and earned channels to drive traffic, acquisition, engagement, and revenue.
• Collaborate with performance‑marketing partners (Meta, Google, TikTok, affiliates, programmatic) to manage budgets, CAC efficiency, and ROI.
• Champion brand positioning and messaging consistency across markets, digital platforms, retail touchpoints, partnerships, and campaigns.
• Lead content strategy, community engagement, and influencer/creator collaborations.
• Monitor performance metrics, build reporting dashboards, and translate insights into growth actions.
• Work closely with product, commercial, retail, and country teams to align marketing initiatives with business expansion plans.
• Manage external agencies and partners (creative, media, PR, influencer) to ensure high‑quality, timely execution.
• Drive continuous improvement in processes, team capability, and cross‑market alignment.

Required profile

• Minimum 8 years of experience in integrated, growth, or campaign leadership roles.
• Proven track record leading regional campaigns across multiple SEA markets.
• Strong hands‑on understanding of digital performance marketing and media‑mix optimisation.
• Experience driving external traffic growth and improving marketing ROI.
• Demonstrated brand‑building expertise balancing strategic positioning with performance outcomes.
• Experience managing cross‑country teams and external agencies.
• Data‑driven mindset with ability to turn insights into actionable strategies.
• Excellent stakeholder management and communication skills.

Required skills

• Meta Ads
• Google Ads
• TikTok Ads
• Affiliate marketing
• Programmatic advertising
• Media mix optimisation