[Asia Strategic Holdings] Group Marketing Director

Key Purpose of the Job:
The Group Marketing Director leads the Group Marketing Shared Service, operating as a center of excellence and internal marketing agency serving ASIA's portfolio of businesses across the Group.
The role is responsible for building and continuously improving the Group's marketing capabilities, operating model, systems, governance, and innovation agenda. This includes developing scalable marketing frameworks, enabling Business Units through best practices and advisory support, driving the adoption of data-driven decision making, and leveraging emerging technologies, including AI, to improve marketing effectiveness and efficiency.
The Group Marketing Director plays a critical role in strengthening marketing performance across the organization by creating the structures, tools, standards, and capabilities that enable Business Units to acquire customers more effectively, collaborate more closely, and scale sustainably.
Key Areas of Responsibility:
1. Marketing Strategy, Governance & Standards
• Define the strategic direction, governance framework, and operating standards of the marketing function across the Group.
• Establish marketing policies, planning frameworks, and best practices that support consistent execution across Business Units.
• Ensure alignment between Group priorities and Business Unit marketing activities while allowing appropriate local flexibility.
• Monitor industry trends, customer behavior, and competitive developments to identify opportunities to strengthen marketing effectiveness across the organization.
2. Marketing Operations & Shared Service Excellence
• Design, implement, and continuously improve the Marketing Shared Service operating model.
• Standardize marketing planning, briefing, reporting, and production processes across Business Units.
• Develop scalable tools, templates, and workflows that improve consistency, efficiency, and execution quality.
• Ensure the Marketing Shared Service delivers high-quality support and advisory services to internal stakeholders.
3. Marketing Performance Frameworks & Customer Intelligence
• Establish performance management frameworks that enable Business Units to improve marketing effectiveness and capital allocation.
• Define standards for measuring customer acquisition, conversion, retention, customer lifetime value, and return on marketing investment.
• Promote data-driven decision making through reporting, analytics, CRM, and customer intelligence capabilities.
• Support Business Units in identifying opportunities to improve marketing efficiency and performance.
4. AI, Innovation & Marketing Technology
• Lead the evaluation, adoption, and governance of AI-enabled tools, automation solutions, and emerging marketing technologies.
• Identify innovative practices that improve productivity, content creation, customer engagement, and marketing effectiveness.
• Promote structured experimentation and continuous improvement across the marketing organization.
• Ensure successful innovations are documented, standardized, and scaled across Business Units where appropriate.
5. Business Unit Enablement & Portfolio Synergies
• Enable Business Units through marketing frameworks, advisory support, coaching, and performance reviews.
• Strengthen the capabilities of Brand Managers and local marketing teams through the sharing of best practices, tools, and methodologies.
• Facilitate cross-brand collaboration and customer ecosystem initiatives, including referral programs and shared customer engagement opportunities.
• Promote the replication of successful marketing initiatives across brands, markets, and customer segments.
6. Leadership & Capability Development
• Build, lead, and develop a high-performing marketing organization across Vietnam and Myanmar.
• Recruit, retain, and develop marketing talent capable of supporting the Group's evolving strategic priorities.
• Foster a culture of accountability, innovation, collaboration, and continuous learning.
• Ensure the marketing function continuously develops capabilities in marketing operations, analytics, CRM, performance marketing, AI, and emerging technologies.
7. Stakeholder Management & Governance
• Build and maintain strong relationships with Business Unit leadership teams and Group stakeholders, including the Group Leadership Committee.
• Provide regular reporting and strategic insights on OKRs, strategic initiatives, marketing performance, risks, and opportunities.
• Oversee the Marketing Shared Service budget and ensure efficient allocation of resources and technology investments.
• Represent the Group in relevant engagements with partners, technology providers, industry bodies, and external stakeholders.
• Ensure compliance with the applicable laws, regulations and industry standards.