Marketing Lead - Marketing, MariBank

MariBank Philippines, Inc.; Manila; On-site; PHP 2,400,000 - 3,600,000; Full time

Job summary

MariBank Philippines, Inc. is seeking a Senior Marketing Leader to define and drive the bank’s integrated marketing strategy, spanning brand, acquisition, and lifecycle management.

You will lead a team to strengthen brand positioning, optimize ROI, and collaborate across Product, Digital Banking, and Risk to deliver measurable growth. The role requires 5+ years in senior marketing leadership, strong analytics, and governance across channels.

Qualifications

• Bachelor’s degree in Marketing, Business Management, Communications, Economics, or related field.
• At least 5 years of senior marketing leadership experience with people management and a track record of leading integrated marketing strategy and delivering measurable growth.
• Strong commercial acumen with deep understanding of unit economics (CAC, LTV, cost-to-income) and ROI discipline.
• Strong understanding of attribution models (MTA, MMM, incrementality testing), funnel optimization and growth experimentation (A/B testing, cohort analysis).
• Good familiarity with marketing tech stacks (CDP, CRM, analytics dashboards, BI tools).
• Strong understanding of customer segmentation and persona development, brand health tracking and governance across digital and partner channels.

Responsibilities

• Lead a marketing team across brand, campaigns, and performance marketing.
• Oversee external agencies and vendors to ensure high-quality execution and compliance with bank objectives.
• Collaborate with Product, Digital Banking, Branch Banking, Sales, Partnerships, Data, Risk, and Compliance teams.
• Present marketing plans, results, and strategic recommendations to senior management and governance forums.
• Governance: ensure BSP regulations, data privacy laws, and internal brand/risk policies are followed; manage risk reviews.

Skills

Marketing leadership

Budgeting & ROI

Funnel optimization

Growth experimentation

Attribution models

Customer segmentation

Brand governance

MarTech stack

Education

Bachelor’s degree in Marketing / related field

Tools

CDP

CRM

Analytics dashboards

BI tools

Job description

Job Description

• Marketing Strategy, Brand & Growth
• Define and lead the bank’s integrated marketing strategy across brand, acquisition, and lifecycle marketing in support of business and portfolio growth
• Strengthen brand positioning, customer trust, and value propositions across priority banking products and channels
• Establish and manage marketing KPIs including brand health metrics, customer acquisition efficiency, funnel conversion, and campaign ROI
• Identify growth opportunities across the customer lifecycle—from awareness and onboarding to usage and retention
• Integrated Campaign & Channel Management
• Lead the planning and execution of multi-channel marketing campaigns across paid, owned, and partner channels
• Oversee digital and performance marketing across platforms such as Google, Meta, TikTok, programmatic, and other bank-approved channels, ensuring brand and regulatory alignment
• Balance brand-building and performance-driven initiatives to support both short-term results and long-term franchise value
• Manage marketing budgets with strong governance, cost discipline, and effectiveness tracking
• Analytics, Insights & Optimization
• Use data, attribution frameworks, and customer insights to evaluate campaign effectiveness and guide media and channel investments
• Partner with data, analytics, and CRM teams to strengthen tracking, dashboards, and reporting in line with bank standards
• Drive structured testing and optimization of creatives, messaging, targeting, and customer journeys within approved risk frameworks
• Provide clear, data-backed insights and recommendations to business and senior stakeholders
• People, Agency & Stakeholder Leadership
• Lead, coach, and develop a marketing team across brand, campaigns, and performance marketing
• Manage external agencies and vendors to ensure high-quality execution, compliance, and alignment with bank objectives
• Collaborate closely with Product, Digital Banking, Branch Banking, Sales, Partnerships, Data, Risk, and Compliance teams
• Present marketing plans, results, and strategic recommendations to senior management and governance forums
• Governance, Compliance & Risk Management
• Ensure all marketing activities comply with BSP regulations, data privacy laws, consumer protection standards, and internal brand and risk policies
• Work closely with Legal, Compliance, and Risk teams to review and approve marketing materials and disclosures
• Uphold responsible marketing practices that reinforce customer trust and the bank’s reputation

Requirements

• Graduate of Bachelor’s degree in Marketing, Business Management, Communications, Economics, or related field
• At least 5 years of relevant experience in a senior marketing leadership role with people manager capacity and proven track record of leading integrated marketing strategy and delivering measurable growth
• Strong commercial acumen with deep understanding of unit economics (CAC, LTV, cost-to-income) and ability to manage budgets with ROI discipline
• Strong understanding of attribution models (MTA, MMM, incrementality testing), funnel optimization and conversion rate improvement, and growth experimentation frameworks (A/B testing, cohort analysis)
• Good familiarity with marketing tech stacks (CDP, CRM, analytics dashboards, BI tools)
• Strong understanding of customer segmentation and persona development, brand health tracking and brand lift measurement and, consistent brand governance across digital and partner channels