About this role
Key Responsibilities
- Strategic Leadership & Demand Generation
o Lead always-on marketing programs with a dual focus on nurturing demand and driving high-quality conversions.
o Define and execute performance marketing strategies aligned with CIMB’s consumer banking goals.
o Drive the adoption of best-in-class digital marketing technologies, tools, and frameworks to enhance effectiveness.
- Data-Driven Personalization & Optimization
o Develop and oversee personalization initiatives, including A/B testing, audience segmentation, and retargeting strategies to enhance customer engagement.
o Spearhead audience analytics dashboards and optimize DMP/CDP-driven marketing strategies in collaboration with the data team.
o Leverage performance data to uncover actionable insights and refine marketing strategies for continuous improvement.
- Cross-Functional Collaboration & Stakeholder Engagement
o Engage and align internal and external stakeholders, including media agencies, data teams, platform owners, IT, and marketing teams, to drive integrated growth strategies.
o Foster collaboration with strategic partners and martech providers to enhance CIMB’s data-driven marketing capabilities.
o Ensure seamless execution of campaigns by liaising with agencies and internal teams while adhering to CIMB policies, compliance guidelines, and standard operating procedures.
- Innovation & Industry Leadership
o Stay ahead of emerging digital marketing trends, best practices, and evolving technologies to maintain a competitive edge.
o Champion the adoption of marketing technology (martech) solutions and implement proof-of-concept (POC) initiatives to unlock new growth opportunities.
o Curate consumer insights, case studies, and success stories for internal knowledge sharing and continuous learning.
- SEO & GEO
o Enhance our digital presence through advanced SEO techniques and optimising our strategies around GEO and AEO across company websites and conversational platforms, primarily via Google and AI tools.
o Develop and implement content strategies that ensure our digital assets are easily discoverable and accurately interpreted by AI assistants and search engines.
o Translate traditional SEO best practices into approaches that align with how large language models (LLMs) index and surface content.
o Design and structure content to be AI-friendly—conversational, answer-focused, and semantically rich—to improve visibility and relevance in AI-generated responses
Leadership & Team Development
- Provide vision, direction, and mentorship to the performance marketing team, fostering a data-driven, results-oriented culture.
- Inspire and empower the team to leverage technology, analytics, and creativity to drive business impact.
- Advocate for a test-and-learn mindset, encouraging innovation and agility in marketing execution.
Qualifications & Experience
- 10+ years of experience in performance marketing, digital marketing, or growth marketing, with a proven track record of driving demand generation and high-quality conversions.
- Strong expertise in data-driven marketing strategies, personalization, A/B testing, analytics, and marketing technology (DMP/CDP, GA, CRM, etc.).
- Deep understanding of consumer banking or financial services marketing is a plus.
- Experience leading cross-functional teams and managing relationships with agencies, media partners, and internal stakeholders.
- Exceptional strategic thinking, analytical skills, and leadership capabilities to drive marketing innovation and business impact.