Regional Assistant Marketing Manager – Financial Services

Marketing, Communications & Public Policy; Selangor; On-site; MYR 60,000 - 90,000; Full time

Job summary

Grab is seeking an Regional Assistant Marketing Manager – Financial Services to own consumer marketing campaigns for lending and payment products in Malaysia. You’ll drive lifecycle marketing and acquisition, coordinating across CRM, growth, product, analytics, and legal teams to meet business goals.

You will implement GTM strategies for PayLater by Grab, GrabPay, and cash loan products while ensuring compliance with regulatory guidelines and brand standards.

Qualifications

• Experience leading consumer marketing campaigns for financial services products.
• Ability to translate business goals into targeted marketing plans.
• Familiarity with regulatory guidelines for consumer finance in Malaysia.

Responsibilities

• Lead end‑to‑end consumer marketing campaigns for lending and payments products in Malaysia.
• Coordinate cross‑functional teams (CRM, growth, product, analytics, legal, agencies).
• Monitor timelines, risks, and ROI; optimize messaging and channels.

Skills

Campaign management

Lifecycle marketing

Cross-functional collaboration

BNM regulatory compliance

Tools

CRM systems

Job description

Regional Assistant Marketing Manager – Financial Services

Marketing, Communications & Public Policy View all jobs

You will be part of the Malaysia Financial Services Consumer Marketing team, driving end-to-end B2C marketing initiatives across GrabFin and ecosystem financial products in Malaysia.

This team leads consumer go-to-market execution for lending and payment solutions that help everyday Malaysians manage cash flow, access transparent credit, and pay seamlessly. Our portfolio includes consumer cash loans, Buy Now Pay Later (PayLater by Grab), and core digital payments (GrabPay)—supporting daily lifestyle spending, online checkout, and short-term consumer liquidity.

As an Assistant Marketing Manager, you will take hands‑on ownership of consumer‑facing campaigns, lifecycle marketing, and acquisition efforts across the Malaysian market.

Get to Know the Role

As Assistant Marketing Manager – Financial Services (Consumer Marketing), you will own the end-to-end operational execution of consumer marketing campaigns for lending and payments products in Malaysia.

Reporting to the Consumer Financial Services Marketing Manager, you will convert commercial B2C objectives into targeted marketing campaigns, direct consumer engagement programs, and continuous funnel optimization initiatives.

You will manage campaign deliverable timelines, adapt to local consumer usage patterns, and collaborate seamlessly across internal product, risk, CRM, brand, analytics, legal, and agency teams.

The Critical Tasks You Will Perform

The day‑to‑day activities:

Consumer Campaign Execution & GTM Rollout (50%)

• Lead the end‑to‑end planning and delivery of consumer‑facing GTM campaigns for PayLater by Grab, consumer cash loans, and GrabPay.
• Translate consumer segment growth targets into actionable promotional strategies, channel messaging, media plans, and project milestones.
• Coordinate cross‑functional delivery across internal teams (Consumer CRM, In‑App Growth, Performance Marketing, PR, and Legal) and creative/media agencies.
• Monitor project timelines, flag execution risks early, and troubleshoot launch bottlenecks independently.

B2C Growth & Lifecycle Marketing (30%)

• Drive new consumer acquisition, first‑time product adoption, and repeat usage for credit and payment products to build long‑term user habits.
• Manage multi‑channel consumer touchpoints, combining in‑app surface placements, CRM (push, in‑app inbox, email), digital performance media, and ATL/BTL activations.
• Ensure all consumer communications comply strictly with Bank Negara Malaysia (BNM) regulatory guidelines, consumer protection standards, and GrabFin brand guidelines.

Performance Tracking & Consumer Funnel Optimization (20%)

• Own tracking and reporting for campaign metrics, including consumer acquisition cost (CAC), application completion rates, loan drawdown volume, and payment conversion.
• Track mid‑campaign performance to optimize messaging, target audience cohorts, and budget allocation in real time.
• Partner with analytics to run marketing experiments (A/B testing ad creative, lifecycle messaging triggers, and promotional incentive mechanics) to improve marketing ROI.