Senior Manager, Marketing Communications

Affin Bank Berhad; Kuala Lumpur; On-site; MYR 180,000 - 300,000; Full time

Job summary

Affin Bank Berhad is seeking a senior marketing leader to lead the development and execution of integrated marketing communications strategies across Cards, Personal Financing and Education Financing portfolios.

The role translates business objectives into customer‑centric campaigns that strengthen product awareness, acquisition, utilisation and retention; identify market opportunities, customer insights and competitive trends; develop product value propositions and tailored messaging.

Qualifications

• Bachelor’s degree in Marketing, Business, Communications or related field.
• 7–10 years of experience in marketing communications, brand management or campaign management.
• Experience marketing consumer banking products is highly desirable.

Responsibilities

• Portfolio Marketing Strategy – Develop and execute integrated marketing communications strategies and annual campaign calendars for Cards, Personal Financing and Education Financing portfolios.
• Campaign Management & Advertising – Lead end‑to‑end planning, creative development and execution of integrated campaigns across ATL, BTL, digital, social media, CRM, branch, partnership and merchant channels.
• Product & Business Marketing – Support launch and growth of new and existing products through acquisition, activation, usage and retention campaigns; drive tactical campaigns aligned with key business priorities, seasonal promotions and strategic partnerships.
• Customer Engagement & Partnerships – Develop engagement programmes that strengthen product adoption, loyalty and lifetime value; collaborate with partners and external stakeholders to expand reach and enhance brand visibility; support sponsorships and promotional campaigns.
• Stakeholder Management – Partner with Product, Sales, Distribution, Digital Banking, Operations, Compliance, Legal, Procurement and Analytics teams; manage relationships with creative, media and production agencies; provide strategic marketing advice and ensure alignment across touchpoints.
• Marketing Communications & Content – Oversee integrated communications across advertising, digital platforms, social media, website, EDMs, sales collateral, branch merchandising and materials; ensure compliance with regulatory requirements and brand standards; drive customer‑focused storytelling.
• Performance Management & Analytics – Monitor campaign performance against KPIs (acquisition, approvals, disbursements, activations, spend, utilisation, engagement, conversion, ROI); analyse customer behaviour, performance and trends to identify optimisation opportunities; prepare reports and recommendations for senior management.
• Innovation & Marketing Excellence – Leverage AI and digital tools to improve campaign development, content creation, workflow efficiency and reporting; streamline processes, automate routine activities and stay abreast of emerging marketing technologies.

Skills

Campaign management

Marketing communications

Brand management

Customer insights

Analytics

Cross-functional collaboration

Education

Bachelor’s Degree in Marketing, Business, Communications

Job description

Job Purpose

Lead the development and execution of integrated marketing communications strategies to drive customer acquisition, portfolio growth and customer engagement across Affin’s Cards, Personal Financing and Education Financing portfolios.

The role translates business objectives into impactful, customer‑centric campaigns that strengthen product awareness, increase acquisition and utilisation, and deliver measurable commercial outcomes. Working closely with Product, Digital, Sales, Distribution, Analytics and external partners, the role oversees end‑to‑end campaign planning and execution across paid, owned and earned channels, ensuring initiatives align with business priorities, regulatory requirements and Affin’s brand standards.

Job Responsibilities

• Portfolio Marketing Strategy – Develop and execute integrated marketing communications strategies and annual campaign calendars for Cards, Personal Financing and Education Financing portfolios. Translate business priorities into customer‑centric campaigns that drive product awareness, acquisition, utilisation and retention; identify market opportunities, customer insights and competitive trends; develop product value propositions and tailored messaging.
• Campaign Management & Advertising – Lead end‑to‑end planning, creative development and execution of integrated campaigns across ATL, BTL, digital, social media, CRM, branch, partnership and merchant channels. Manage timelines, budgets, agency deliverables and production schedules; continuously optimise campaigns through customer insights, analytics and market intelligence.
• Product & Business Marketing – Support launch and growth of new and existing products through acquisition, activation, usage and retention campaigns; drive tactical campaigns aligned with key business priorities, seasonal promotions and strategic partnerships; support merchant campaigns and financing promotions.
• Customer Engagement & Partnerships – Develop engagement programmes that strengthen product adoption, loyalty and lifetime value; collaborate with partners and external stakeholders to expand reach and enhance brand visibility; support sponsorships and promotional campaigns.
• Stakeholder Management – Partner with Product, Sales, Distribution, Digital Banking, Operations, Compliance, Legal, Procurement and Analytics teams; manage relationships with creative, media and production agencies; provide strategic marketing advice and ensure alignment across touchpoints.
• Marketing Communications & Content – Oversee integrated communications across advertising, digital platforms, social media, website, EDMs, sales collateral, branch merchandising and materials; ensure compliance with regulatory requirements and brand standards; drive customer‑focused storytelling.
• Performance Management & Analytics – Monitor campaign performance against KPIs (acquisition, approvals, disbursements, activations, spend, utilisation, engagement, conversion, ROI); analyse customer behaviour, performance and trends to identify optimisation opportunities; prepare reports and recommendations for senior management.
• Innovation & Marketing Excellence – Leverage AI and digital tools to improve campaign development, content creation, workflow efficiency and reporting; streamline processes, automate routine activities and stay abreast of emerging marketing technologies.

Qualifications & Experience

• Bachelor’s Degree in Marketing, Business, Communications or a related discipline.
• 7–10 years of experience in marketing communications, brand management or campaign management, preferably within banking, financial services or other regulated industries.
• Proven experience managing integrated marketing campaigns with measurable commercial outcomes.
• Experience marketing consumer banking products (cards, unsecured lending or financing products) is highly desirable.