Our client, a global leader in the fintech and payments sector, is seeking an experienced Regional Marketing Lead to support key marketing initiatives for their client in the banking sector. This is a 12-month, on-site engagement based in Singapore, with the independent embedded full-time within the banking client’s team while being contracted & supported by our client.

This role requires a balance between brand marketing and performance marketing to drive impactful regional campaigns. The consultant will act as a brand custodian, ensuring alignment with global guidelines while executing data-driven, results-oriented marketing programs. Success in this role will be measured by the ability to manage multiple high-stakes projects, drive strategic alignment, and deliver measurable results across branding, acquisition, and customer engagement.

What You Will Be Doing

• Act as a brand custodian for the banking client, ensuring all market implementations align with global brand guidelines and standards.

• Develop and maintain regional playbooks, tools, and best practices for branding, marketing propositions, and content excellence.

• Lead platform marketing initiatives such as advertising, media planning, brand and product launches, and tactical campaigns, ensuring alignment with HQ strategies.

• Oversee both performance and brand marketing efforts, ensuring a strategic balance between data-driven marketing execution and long-term brand positioning.

• Analyze customer needs, industry trends, and competitor strategies to formulate targeted marketing initiatives that establish market differentiation.

• Collaborate with internal stakeholders, including regional product teams, HQ, and local marketing teams, to ensure consistent messaging and seamless execution.

• Manage relationships with creative and media agencies, negotiating and overseeing the execution of high-quality marketing programs.

• Monitor key performance indicators (KPIs) and optimize allocated regional marketing budgets to maximize ROI from key campaigns.

• Handle multiple high-priority projects in a fast-paced environment, ensuring strategic alignment while maintaining execution excellence.

Your Background

• 5-10 years of experience in integrated marketing or brand management within financial institutions (FI), FMCG, or online marketplaces is a must.

• Proven expertise in both performance marketing and brand marketing, with the ability to execute and balance both effectively.

• Strong knowledge of digital banking, the cards/payments landscape, and customer acquisition strategies in financial services.

• Experience leading regional marketing efforts across APAC, ensuring alignment between HQ and local market execution.

• Entrepreneurial mindset with a solution-oriented approach, strong perseverance, and the ability to manage multiple complex projects independently.

• Demonstrated ability to work with cross-functional stakeholders, including regional/local teams, agencies, and product teams.

• Excellent communication and presentation skills, with the ability to articulate strategic marketing initiatives clearly and concisely.