Job Description

Create your future with Affin! ​​You too can make a difference.

Join us at AFFIN, where the open minds meet and be inspired by a shared commitment to great work. Here, you don’t just stay at the forefront of the industry – you can make a difference too.

Job Purpose
Lead the development and execution of integrated marketing communications strategies to drive customer acquisition, portfolio growth and customer engagement across AFFIN's Cards, Personal Financing and Education Financing portfolios. The role is responsible for translating business objectives into impactful, customer-centric campaigns that strengthen product awareness, increase acquisition and utilisation, and deliver measurable commercial outcomes.

Working closely with Product, Digital, Sales, Distribution, Analytics and external partners, the role oversees end-to-end campaign planning and execution across paid, owned and earned channels, ensuring marketing initiatives are aligned with business priorities, regulatory requirements and AFFIN's brand standards.

Job Responsibilities

1. Portfolio Marketing Strategy

• Develop and execute integrated marketing communications strategies and annual campaign calendars for Cards, Personal Financing and Education Financing portfolios.
• Translate business priorities into customer-centric campaigns that drive product awareness, customer acquisition, utilisation, portfolio growth and customer retention.
• Identify market opportunities, customer insights and competitive trends to strengthen AFFIN's product propositions and market positioning.
• Develop product value propositions and marketing messages tailored to different customer segments and lifecycle stages.

2. Campaign Management & Advertising

• Lead end-to-end planning, creative development and execution of integrated marketing campaigns across ATL, BTL, digital, social media, CRM, branch, partnership and merchant channels.
• Develop compelling campaign messaging and creative direction that effectively communicates product benefits while reinforcing AFFIN's brand positioning.
• Manage campaign timelines, budgets, agency deliverables and production schedules to ensure timely and effective execution.
• Continuously optimise campaigns through customer insights, campaign analytics and market intelligence to maximise business outcomes and return on investment.

3. Product & Business Marketing

• Support the successful launch and growth of new and existing Cards, Personal Financing and Education Financing products through integrated marketing programmes.
• Develop acquisition, activation, usage and retention campaigns that increase customer engagement and portfolio profitability.
• Drive tactical campaigns aligned with key business priorities, seasonal promotions and strategic partnerships to accelerate product growth.
• Support merchant campaigns, payment scheme initiatives, financing promotions and customer offers that enhance the overall value proposition.

4. Customer Engagement & Partnerships

• Develop customer engagement programmes that strengthen product adoption, customer loyalty and lifetime value.
• Collaborate with strategic partners, payment schemes, merchants, educational institutions and external partners to develop integrated marketing initiatives that expand customer reach and enhance brand visibility.
• Support sponsorships, partnerships and promotional campaigns that create differentiated customer experiences and commercial opportunities.

5. Stakeholder Management

• Partner closely with Product, Sales, Branch Distribution, Digital Banking, Operations, Compliance, Legal, Procurement and Analytics teams to deliver integrated marketing initiatives.
• Manage relationships with creative, media, digital and production agencies to ensure quality execution and maximise marketing investment.
• Provide strategic marketing advice to business stakeholders and ensure campaign alignment across all customer touchpoints.

6. Marketing Communications & Content

• Oversee the development of integrated marketing communications across advertising, digital platforms, social media, website, EDMs, sales collateral, branch merchandising and promotional materials.
• Ensure all marketing communications comply with regulatory requirements and AFFIN's Corporate Identity and brand standards.
• Drive compelling customer-focused storytelling that simplifies financial products into clear and relevant value propositions.

7. Performance Management & Analytics

• Monitor campaign performance against agreed KPIs including acquisition, approvals, disbursements, card activations, spend, utilisation, engagement, conversion and return on marketing investment.
• Analyse customer behaviour, campaign performance and market trends to identify optimisation opportunities and improve future campaign effectiveness.
• Prepare regular campaign performance reports and strategic recommendations for senior management.

8. Innovation & Marketing Excellence

• Leverage AI and digital marketing tools to improve campaign development, content creation, workflow efficiency and reporting.
• Identify opportunities to streamline marketing processes, automate routine activities and improve speed-to-market while reducing dependency on external agencies.
• Stay abreast of emerging marketing technologies, customer behaviour and industry trends to continuously enhance marketing effectiveness.

Qualifications & Experience

• Bachelor's Degree in Marketing, Business, Communications or a related discipline.
• Minimum 7–10 years of experience in marketing communications, brand management or campaign management, preferably within banking, financial services or other regulated industries.
• Proven experience managing integrated marketing campaigns with measurable commercial outcomes.
• Experience marketing consumer banking products, particularly cards, unsecured lending or financing products, is highly desirable.