Marketing Lead - Marketing, MariBank

Job Description

Job Description The Marketing Lead will be responsible for: Marketing Strategy, Brand & Growth Define and lead the bank’s integrated marketing strategy across brand, acquisition, and lifecycle marketing in support of business and portfolio growth Strengthen brand positioning, customer trust, and value propositions across priority banking products and channels Establish and manage marketing KPIs including brand health metrics, customer acquisition efficiency, funnel conversion, and campaign ROI Identify growth opportunities across the customer lifecycle—from awareness and onboarding to usage and retention Integrated Campaign & Channel Management Lead the planning and execution of multi-channel marketing campaigns across paid, owned, and partner channels Oversee digital and performance marketing across platforms such as Google, Meta, TikTok, programmatic, and other bank-approved channels, ensuring brand and regulatory alignment Balance brand-building and performance-driven initiatives to support both short-term results and long-term franchise value Manage marketing budgets with strong governance, cost discipline, and effectiveness tracking Analytics, Insights & Optimization Use data, attribution frameworks, and customer insights to evaluate campaign effectiveness and guide media and channel investments Partner with data, analytics, and CRM teams to strengthen tracking, dashboards, and reporting in line with bank standards Drive structured testing and optimization of creatives, messaging, targeting, and customer journeys within approved risk frameworks Provide clear, data-backed insights and recommendations to business and senior stakeholders People, Agency & Stakeholder Leadership Lead, coach, and develop a marketing team across brand, campaigns, and performance marketing Manage external agencies and vendors to ensure high-quality execution, compliance, and alignment with bank objectives Collaborate closely with Product, Digital Banking, Branch Banking, Sales, Partnerships, Data, Risk, and Compliance teams Present marketing plans, results, and strategic recommendations to senior management and governance forums Governance, Compliance & Risk Management Ensure all marketing activities comply with BSP regulations, data privacy laws, consumer protection standards, and internal brand and risk policies Work closely with Legal, Compliance, and Risk teams to review and approve marketing materials and disclosures Uphold responsible marketing practices that reinforce customer trust and the bank’s reputation Requirements Graduate of Bachelor’s degree in Marketing, Business Management, Communications, Economics, or related field At least 5 years of relevant experience in a senior marketing leadership role with people manager capacity and proven track record of leading integrated marketing strategy and delivering measurable growth Strong commercial acumen with deep understanding of unit economics (CAC, LTV, cost-to-income) and ability to manage budgets with ROI discipline Strong understanding of attribution models (MTA, MMM, incrementality testing), funnel optimization and conversion rate improvement, and growth experimentation frameworks (A/B testing, cohort analysis) Good familiarity with marketing tech stacks (CDP, CRM, analytics dashboards, BI tools) Strong understanding of customer segmentation and persona development, brand health tracking and brand lift measurement and, consistent brand governance across digital and partner channels