Head of Growth & Marketing

GENCODE SDN BHD; Petaling Jaya; On-site; MYR 180,000 - 300,000; Full time

Job summary

GenBlu in Malaysia is seeking a Head of Growth & Marketing to steer the digital growth strategy, focusing on user acquisition, engagement, and retention within GenBlu's ecosystem.

You will work with multiple teams to align marketing with business goals, manage paid media, content, CRM, and analytics, and build a high-performance Growth & Marketing function.

Qualifications

• Minimum 8–12 years of experience in digital marketing, growth marketing, or related fields.
• Proven track record of growing users, app downloads, and active engagement.
• Strong knowledge of paid media, social media, CRM, content strategy, and analytics.
• Experience with consumer apps, loyalty platforms, e-wallets, or fintech is advantageous.
• Data-driven mindset with ability to interpret performance metrics and act on insights.

Responsibilities

• Develop and lead GenBlu’s end-to-end digital growth strategy across acquisition, onboarding, activation, engagement, retention, and reactivation.
• Own digital acquisition strategies to drive new user registrations, app downloads, and activated users.
• Lead GenBlu’s digital content strategy across social media, app content, CRM, campaigns, and ecosystem storytelling.
• Develop digital engagement strategies to increase active users, repeat app usage, points earning and redemption, and member stickiness.
• Lead paid digital acquisition and performance marketing across Meta, Google, TikTok, app networks, and other relevant digital channels.
• Oversee GenBlu’s social media strategy to build awareness, trust, relevance, and community engagement.
• Plan and execute integrated growth campaigns aligning acquisition, loyalty, merchant, event, and partner objectives.
• Collaborate with cross-functional teams to optimise onboarding, app journeys, tracking, and analytics dashboards.
• Own growth analytics and marketing performance reporting across acquisition, activation, engagement, retention, and paid media performance.

Skills

Digital Marketing

Growth Marketing

Performance Marketing

CRM

Lifecycle Marketing

User Acquisition

Consumer Platform Marketing

Job description

The Head of Growth & Marketing will be responsible for leading GenBlu’s overall digital growth and marketing strategy, with a strong focus on acquiring new GenBlu users, increasing app engagement, strengthening member retention, and building GenBlu into a highly active digital ecosystem.

This role will own GenBlu’s digital acquisition, digital content, CRM, lifecycle engagement, performance marketing, social media, app engagement, campaign planning, and growth analytics. The individual will work closely with Commercial & Loyalty, Ecosystem Partnership, Events & Activation, Brand & Creative, Product, and Tech teams to ensure GenBlu’s marketing strategy supports member growth, loyalty engagement, merchant participation, partner campaigns, and ecosystem monetisation.

Key Responsibilities

1. Digital Growth Strategy

• Develop and lead GenBlu’s end-to-end digital growth strategy across acquisition, onboarding, activation, engagement, retention, and reactivation.
• Build growth strategies to scale new GenBlu members from Yamaha riders, dealer channels, partner campaigns, events, referrals, and wider ecosystem partnerships.
• Identify high-impact digital channels, campaign mechanics, and user journeys to grow GenBlu’s user base and improve activation.
• Translate GenBlu’s business goals into clear digital marketing plans, growth experiments, and measurable initiatives.
• Ensure digital strategy is aligned with GenBlu’s wider ecosystem, loyalty, merchant, and commercial objectives.

2. Digital User Acquisition

• Own digital acquisition strategies to drive new GenBlu user registrations, app downloads, and activated users.
• Lead paid media acquisition campaigns, app install campaigns, social acquisition campaigns, retargeting, remarketing, partner database activation, and dealer-led digital sign-up campaigns.
• Develop QR-based acquisition journeys, landing pages, app store optimisation initiatives, referral flows, and event-to-app acquisition mechanics.
• Improve acquisition efficiency, funnel conversion, cost per acquisition, cost per activated user, and quality of acquired users.

3. Digital Content Strategy

• Lead GenBlu’s digital content strategy across social media, app content, CRM, campaigns, and ecosystem storytelling.
• Develop GenBlu’s content pillars and digital storytelling strategy to make GenBlu relevant to Yamaha riders and the wider motorcycle lifestyle community.
• Oversee content that educates users on points, rewards, service vouchers, merchant offers, events, referrals, partner campaigns, and ecosystem benefits.
• Plan content for social media, app banners, push notifications, email, CRM, landing pages, campaign pages, and partner campaigns.
• Work with Brand & Creative to ensure content is visually compelling, consistent, and aligned with GenBlu’s brand identity.

4. Digital Engagement & Lifecycle Marketing

• Develop digital engagement strategies to increase active users, repeat app usage, points earning, points redemption, and member stickiness.
• Build CRM and lifecycle journeys for new users, existing users, dormant users, high-value users, and campaign-specific audience segments.
• Create engagement campaigns around rewards, merchant offers, service vouchers, events, referrals, and partner promotions.
• Use push notifications, email, in-app messages, SMS, WhatsApp, and social retargeting where relevant.
• Build reactivation campaigns for inactive members and improve MAU, DAU, app sessions, campaign participation, redemption, and retention.

5. Performance Marketing & Paid Media

• Lead GenBlu’s paid digital acquisition and performance marketing strategy across Meta, Google, TikTok, app networks, and other relevant digital channels.
• Optimise campaigns for app installs, registrations, activated users, engagement, and conversion.
• Manage campaign budgets, forecasts, media plans, performance targets, and optimisation cadence.
• Work with Product and Tech to ensure proper tracking, attribution, analytics, and funnel measurement.
• Continuously test creatives, audiences, offers, landing pages, and conversion flows.

6. Social Media & Community-Led Growth

• Oversee GenBlu’s social media strategy to build awareness, trust, relevance, and community engagement.
• Develop social media strategies across relevant platforms such as Facebook, Instagram, TikTok, YouTube, and rider/community channels.
• Use social media to promote rewards, events, merchant offers, new app features, partner campaigns, and rider stories.
• Work with Events & Activation to amplify offline events digitally and convert event content into growth assets.
• Support community-led growth through rider groups, user-generated content, influencers, ambassadors, and event content.

7. Integrated Growth Campaign Planning

• Plan and execute integrated growth campaigns that combine acquisition, loyalty, merchant, event, and partner objectives.
• Develop campaign plans for new member sign-ups, app downloads, dealer registrations, referrals, service voucher redemptions, points multiplier campaigns, merchant rewards, event check-ins, partner co-branded campaigns, seasonal campaigns, dormant user reactivation, and new feature adoption.
• Ensure campaigns have clear objectives, target audiences, channel plans, creative direction, tracking requirements, and post-campaign analysis.

8. Cross-Functional Collaboration

• Work closely with Commercial & Loyalty to promote loyalty campaigns, points earning, redemptions, merchant rewards, dealer campaigns, and partner-funded offers.
• Work closely with Ecosystem Partnership to support co-branded campaigns, partner acquisition mechanics, referral programmes, and ecosystem-led growth.
• Work closely with Events & Activation to convert offline events into digital acquisition, CRM engagement, social content, and app activity.
• Work closely with Product & Tech to improve onboarding flows, app journeys, campaign tracking, attribution, push notifications, CRM journeys, and analytics dashboards.
• Work closely with Brand & Creative to ensure all marketing assets are compelling, consistent, and aligned with GenBlu’s brand positioning.

9. Data, Analytics & Growth Reporting

• Own growth analytics and marketing performance reporting across acquisition, activation, engagement, retention, campaign participation, and paid media performance.
• Track key metrics including app downloads, registrations, activated users, CPA, cost per activated user, MAU, DAU, app engagement, points earned, points redeemed, redemption rate, retention, CRM performance, social engagement, and partner campaign performance.
• Use data to identify growth opportunities, improve campaigns, guide business decisions, and prioritise future initiatives.
• Lead and build the Growth & Marketing team, including growth, CRM/lifecycle, social media/content, and performance marketing resources.
• Set clear team priorities, KPIs, campaign calendars, and execution processes.
• Coach team members on digital growth, content, CRM, performance marketing, and data-driven execution.
• Manage external agencies, freelancers, media partners, content creators, and other marketing vendors where required.
• Ensure the team operates with speed, creativity, accountability, and commercial focus.

Ideal Candidate Profile

The ideal candidate is a growth-oriented digital marketing leader who understands how to acquire, activate, engage, and retain users for a consumer platform. They should be comfortable combining performance marketing, digital content, CRM, social media, analytics, and campaign execution into one cohesive growth engine.

Required Experience

• Minimum 8-12 years of experience in digital marketing, growth marketing, performance marketing, CRM, lifecycle marketing, user acquisition, or consumer platform marketing.
• Proven experience growing users, app downloads, registrations, active users, or digital engagement.
• Strong understanding of paid media, social media, CRM, content strategy, funnel optimisation, and campaign analytics.
• Experience with consumer apps, loyalty platforms, e-wallets, marketplaces, fintech, mobility, retail, telco, or lifestyle platforms is an advantage.
• Strong data-driven mindset with ability to interpret performance metrics and turn insights into action.
• Experience working with product and tech teams on app funnels, attribution, tracking, CRM journeys, and analytics dashboards.
• Strong stakeholder management and communication skills.
• Ability to build marketing strategies while also being hands-on in execution.