Director of Marketing and Brand Strategy

About Wing

Wing Limited Specialised Bank is Cambodia's leading mobile banking service provider. Launched in 2009, Wing is committed to providing financial inclusion to the unbanked and under-banked allowing every Cambodian access to services including local money transfers, bill payments and phone top-ups, online shopping and QR payment, as well as instant international money transfer from more than 200 countries. Wing remains at the forefront of the mobile money and electronic payment services market in Cambodia with 100% district coverage via a nationwide network of over 7,000 Wing Cash Xpress outlets. It has partnerships with more than 30,000 merchants and global industry leaders including Mastercard, Western Union, MoneyGram, WorldRemit. In addition, small and medium enterprises, as well as larger companies, are able to use Wing’s payroll and disbursement services, helping to further develop its payment ecosystem.

Whether we are creating access for people to mobile financial services or facilitating fund movement between businesses and their customers, people at Wing are the main prong pillars behind all the successes. Our Wing team is working to deliver our vision to provide every person with a convenient access to mobile financial services relevant to, and for the improvement of, their daily lives. As market leader processes transaction volume equal size the GDP of the country, the importance of building and maintaining a strong brand has never been more of a priority.

About The Role

Wing is looking for a Director of Marketing and Brand Strategy to lead brand strategy and marketing team across the consumer and enterprise segments. The focus of the role is to create and execute an integrated strategy to support the Wing brand for remittance as well as other related business agnostic brands in the payment space. He/she will build upon recent brand strategy work to build a focused, cohesive, and integrated brand marketing, communications, and experience strategy that will competitively position Wing in the marketplace and deliver the Wing brand promise across key customer touchpoints. This position will combine proven business acumen, expertise, and leadership in shaping a strategic approach to marketing Wing as a curator of financial inclusion leveraging our integrated payment ecosystem for the business that is both visionary and adept at the details.

We are looking for someone who is both humble and inspiring - able to unlock the human and their behaviour behind every data point, challenge assumptions and inspire creatives and product teams to develop impactful marketing strategies in service of the people needs.

This role is based in Cambodia and will report to the Deputy CEO and dotted line to the CEO.

Key Responsibilities

  • Oversee and manage successful, on-going development and delivery of brand marketing strategies and plans that drive and align marketing initiatives to meet defined business objectives

  • Identify actionable insights on key segments, customers, trends in business environments, competitive position, and product portfolio offerings

  • Lead the creation of marketing communications and solutions to drive awareness and brand preference to support acquisition marketing efforts

  • Oversee and manage all marketing strategy, planning, plan execution, financial management and measurement for the Brand Marketing team

  • Collaborate with other business leaders aligned to key business segments to develop and execute on brand strategies customized to their business areas

  • Partner with business leaders from functions such as consumer business, enterprise business, payment business and other related and emerging businesses to develop and execute a strategy to bring the brand essence to help them connect their customer-facing touchpoints in the Wing ecosystem.

  • Partner with business leaders in form of Corporate Communications to support corporate reputation initiatives

  • Manage marketing agencies to develop media plans to support brand marketing strategy and manage market research partner to establish the right learning agenda and success metrics model, and use it regularly to monitor performance.

  • Build the Brand and Marketing team through a combination of internal realignment of existing talent and the recruitment of high-caliber new talent

Key Candidate Qualifications

To be successful at Wing, the candidate needs to embrace the hacker ethos: an ability to move fast, iterate and always be adding value. The successful candidate will need to be tenacious and open, creative and analytical. With a proven ability to: use data to identify insights and build compelling stories, ask and answer different and difficult questions, inspire and support teams with data, evaluate work, learn and adapt quickly. He/she will also have broad and diverse marketing leadership experience in multiple environments, including B2C, B2B, digital, engagement, and marketing through third-party partners. The candidate will be a strong leader of people with proven success in expanding and elevating the capabilities and performance of the team.

In addition to the above, the following professional qualifications and personal attributes will be ideal:

  • Strong business acumen… more than “just” a marketing mindset – understanding downstream and upstream impacts and developing a strong understanding of our business and profit and loss drivers

  • Solid foundational expertise in defining needs for and using marketing/consumer analytics

  • Excellent foundation in marketing fundamentals and best practices, with understanding and demonstrated experience in complex or regulated consumer purchases.

  • Strategic thought partnership and ability to learn the business, helping to shape the marketing strategy to support business growth

  • Excellent oral and written communications skills, including the polish, poise, and executive presence that will ensure effective interaction with senior and executive level audiences

  • Highly collaborative mindset and excellent relationship-building skills, including the ability to engage many diverse stakeholders and SMEs and win their co-ownership in the outcome

  • Comfort with ambiguity

  • MBA or advanced degree in marketing, advertising, or similar field

  • Experience managing external vendor relationships

Interested candidates are invited to send a cover letter and CV to Wing at:

Only shortlisted candidates will be contacted for interviews. Kindly send your CV and cover letter as one file.