Senior Manager, Consumer Wallet Marketing

Get to know the Role:
We’re looking for a seasoned consumer marketing leader to head up a new team within the GrabPay marketing organisation. Consumer wallet marketing is tasked with driving traction for the GrabPay wallet amongst consumers across Southeast Asia. This leader and their team will be tasked with devising the integrated marketing strategies to drive mass consumer adoption and usage for the wallet across all kinds of payments use cases.

The day-to-day activities:

Functional

• Develop growth initiatives and go-to-market strategy across Southeast Asia, working in partnership with country marketing teams, specialist teams and product for roll-out.

• Work with agencies & internal creative teams to deliver excellent breakthrough creative propositions that impact Wallet acquisition / retention or engagement. 

• Devise data-driven strategies for rolling out new wallet use cases to consumers.

• Work closely with the brand team on the brand positioning and framework for the GrabPay wallet and deliver communications and initiatives that amplify that narrative.

Customer

• Act as the primary customer advocate for the wallet consumer – partner with consumer insights team to glean consumer needs and work through the GrabPay organization to ensure these needs are met whether through tech, operations or communications initiatives.

• Work with product marketing and consumer insights to identify the most relevant consumer audiences for the wallet, and the value proposition that meets their daily needs. Turn these insights into action by then building out consumer marketing strategies.

Financial

• Analyze GrabPay marketing spend efficiency across our 6 markets and make recommendations for future spend allocation.

People

• Lead a small team of seasoned regional marketers who devise marketing strategies and work with countries to roll out campaigns.

• Build and nurture a world-class marketing team that is agile, data-driven and puts customers first.

The must haves:

• Genuinely integrated marketer who is familiar with how to drive growth through a combination of offline and online channels, amplifying a strong communications narrative.

• Ambidextrous marketer who is equally comfortable with analyzing transaction growth as they are judging creative work.

• Strong appreciation for business models in the payments, retail and e-commerce space with a keen interest in how marketing can have an impact.

• Strong problem definition and solution skills, combined with an intellectual curiosity and love of learning

• Track record of launching big impact campaigns in brand and product marketing that drive business growth

• Data-driven and insights-based – you match an adeptness for numbers with a curiosity for why consumers behave a certain way.

• Creative flair – whilst you are not a creative director, you have a strong vision of how to influence consumer psyches through rational and emotional communications.

• Deep understanding of Southeast Asian media landscapes and consumer segments.

• Enthusiasm to succeed in an ambiguous, fast-moving and ever-changing and

• A positive and resilient attitude – you have the drive, flexibility environment

• International and SEA regional experience in academic or professions will be appreciated.