In our Financial Services organization, every team member is guided by our core mission and operating principles to create economic empowerment for micro, small, and medium enterprises (MSMEs) across Southeast Asia.
Based in Malaysia, you will lead the SME Marketing organisation across our Financial Services portfolio in Malaysia and Singapore.
Our primary mission is simple: scale product growth and revenue. This team owns merchant acquisition, product adoption, retention, and cross-sell across our full suite of business solutions - including digital business accounts, merchant lending, payments, and working capital. You will sit at the commercial center of the business, aligning product teams, growth engines, and local banking entities to drive aggressive portfolio expansion in both markets.
Get to Know the Role
As the Regional Head of SME Marketing, you are responsible for scaling our SME financial products across Malaysia and Singapore.
This is a commercial leadership role for a seasoned growth strategist. You will own the full-funnel marketing playbook to drive merchant acquisition, optimize CRM retention loops, expand loan/deposit volumes, and maximize merchant lifetime value (LTV). You will lead a high-performing MSME team, pioneer the integration of AI tools into marketing workflows, navigate local banking governance, and present growth performance directly to executives.
Key Responsibilities
1. Commercial Strategy & Product Growth (50%)
- Product Scale & Portfolio Growth: Design and execute multi-year GTM and commercial marketing strategies across MY and SG to hit core business targets—merchant acquisition, loan book expansion, and customer retention.
- Opportunity & TAM Unlocking: Spot unaddressed merchant pain points and hidden market demand, unlocking sizable Total Addressable Markets (TAMs) to drive outsized product scale.
- Dual-Market Expansion: Balance regional brand equity with localised, performance-driven marketing execution tailored to the market dynamics of Malaysia and Singapore.
- Unit Economics & Performance: Utilize complex data, lifecycle metrics, and unit economic models (CAC, LTV, payback periods) to guide commercial spend and maximise ROI.
2. Digital, CRM & Modern Tech Infrastructure (20%)
- Lifecycle & CRM Mastery: Architect sophisticated, automated CRM/marketing automation journeys (in-app, email, WhatsApp, push) to drive merchant onboarding, product activation, cross-sell, and reduce churn.
- Full-Funnel Digital Growth: Lead high-performing performance marketing, SEO/AEO/ GEO and digital acquisition channels tailored specifically to B2B and SME audiences.
- AI Integration & Productivity: Drive the practical adoption of AI-assisted marketing technologies—leveraging AI for audience hyper-segmentation, personalized messaging at scale, predictive churn modeling, and team workflow automation.
3. Executive Stakeholder Leadership (15%)
- Executive & Board Alignment: Present growth roadmaps, performance results, and commercial strategy to the Board of Directors and leadership teams
- Governance Leadership: Build strong partnerships with Risk, Legal and Compliance to enable compliant, customer-centric marketing while balancing commercial growth and regulatory expectations.
- Cross-Functional Consensus: Lead cross-functional alignment across non-marketing teams (e.g. Product, Risk, Operations, Business) including framing options and trade-offs
4. People Leadership & Capability Development (15%)
- Talent Attraction & High-Performance Culture: Set high operational standards and maintain top talent, and foster a collaborative team culture across MY and SG.
- Capability Building: Proactively upscale the marketing team's capabilities in modern growth tools, CRM automation, data analytics, and AI practices.
Requirements & Core Competencies
- 10+ Years of B2B Marketing Leadership: Proven track record in B2B marketing, fintech, or digital banking across Southeast Asia (preferably with both MY & SG coverage).
- Deep Mastery in Digital & CRM Acquisition: Hands-on experience building multi-channel B2B funnels, lifecycle automation, customer segmentation, and performance-led digital campaigns.
- AI Fluency in Marketing: Practical experience implementing AI tools/technologies to optimise marketing operations, content generation, data analysis, or customer personalisation.
- Commercial Scale Track Record: Demonstrated success driving bottom line product adoption, scaling loan books/deposits, and managing multi-million dollar performance budgets.
