Job Summary
As the Head of Branding, Marketing & Partnerships, you will be the primary architect of AEON Bank's market presence and growth trajectory. In the context of Malaysia's first Islamic Digital Bank, this role transcends traditional marketing; it requires a visionary leader who can blend Shariah-compliant values with cutting-edge digital growth strategies. You will lead the charge in defining the brand's voice, scaling customer acquisition through the AEON Group ecosystem, and forging strategic alliances that embed AEON Bank into the daily lives of Malaysians.
Job Responsibilities
Brand Strategy & Identity
- Modern Islamic Branding: Evolve and safeguard the AEON Bank brand identity, ensuring it resonates as a modern, ethical, and inclusive Islamic digital bank.
- Brand Equity: Build trust and top-of-mind awareness in a competitive fintech landscape through storytelling that highlights Banking for Your Lifestyle.
- Corporate Communications: Oversee PR and crisis communication strategies to maintain a positive public image and regulatory alignment.
Digital Growth, Budgeting & Performance
- Budgetary Stewardship: Manage and optimize multi-million Ringgit marketing budgets with a focus on high-efficiency spending and transparent financial reporting.
- Customer Acquisition: Lead high-velocity growth experiments across digital channels (SEM, Paid Social, Programmatic) to drive app downloads and account openings.
- Data-Driven Deepening: Leverage large-scale customer datasets to design and execute Next Best Action (NBA) strategies, driving cross-selling, feature adoption, and Share of Wallet.
- Analytics Framework: Establish a robust marketing analytics framework to measure CAC (Customer Acquisition Cost), LTV (Lifetime Value), and ROI on all spend.
Ecosystem & Strategic Partnerships
- AEON Group Synergy: Orchestrate deep marketing integrations with AEON Retail, AEON Credit Service, and AEON Big to leverage the massive existing customer base.
- External Alliances: Identify and secure partnerships with fintechs, e-commerce platforms, and lifestyle brands to expand the bank's utility and reach.
- Loyalty Integration: Work closely with the AEON Member Plus and points ecosystem to create a seamless reward experience for bank users.
Product Marketing & GTM
- Go-To-Market (GTM): Lead the marketing launch of new Islamic digital products (Savings, Financing, Wealth) ensuring clear value propositions for the digital-native consumer.
- Market Intelligence: Monitor competitor moves in the digital banking and e-wallet space to ensure AEON Bank remains the preferred choice.
Job Requirements
- Educational Background: Bachelor's degree in Marketing, Business, or a related field. An MBA is highly preferred.
- Professional Experience: 12–15+ years of experience in Marketing or Brand Management, with at least 5 years in a senior leadership role.
- Budget Management: Proven track record of managing multi-million dollar/Ringgit marketing budgets across complex digital and offline channels.
- Data Expertise: Extensive experience working in data-heavy environments, utilizing customer insights and segmentation of large databases (1M+ records) to drive personalized marketing.
- Industry Track Record: Proven success in a high-growth Fintech, Digital Bank, or consumer-facing Tech company (e.g., e-commerce, ride-hailing).
- Digital Transformation: Experience in transitioning traditional brands into the digital space or scaling a born-digital brand from the ground up.
- Regulatory Familiarity: Understanding of Bank Negara Malaysia (BNM) guidelines regarding advertising and consumer protection.
Technical Skills
- Big Data & Analytics: Proficiency in handling large-scale datasets; familiarity with Customer Data Platforms (CDP), SQL/BigQuery environments, and data visualization tools (e.g., Tableau, Looker).
- MarTech Stack Mastery: Deep familiarity with tools like AppsFlyer, CleverTap/Braze, Google Analytics 4, and Firebase.
- Performance Marketing: Expert knowledge of algorithmic bidding, A/B testing, and conversion rate optimization (CRO).
- Islamic Finance Literacy: A strong understanding of Shariah principles in banking and the ability to translate them into relatable consumer benefits.
Soft Skills
- Strategic Agility: Ability to pivot strategies based on real-time data and market shifts.
- Collaborative Leadership: Proven ability to influence internal stakeholders (Legal, Shariah, Data Science, Tech) and external partners.
- Cultural Sensitivity: Deep understanding of the Malaysian consumer psyche across various demographics and segments.
