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Adyen is seeking an experienced Digital Marketing Lead for the APAC region, based in Singapore. Reporting to the VP of Marketing, APAC, you will own end-to-end digital marketing strategy across Australia, India, Southeast Asia, Hong Kong, and Japan.
You will bridge regional growth strategies with hands-on digital execution, leading digital experiences across the entire customer lifecycle with a focus on net-new customer acquisition through paid, earned, and owned channels. This is a player-coach role combining strategic leadership with tactical execution.
Key responsibilities include:
Regional Strategy & Leadership: Formulate and execute a multi-market web and digital marketing strategy across APAC to build brand awareness, acquire customers, and drive revenue. Serve as a bridge between regional commercial leadership, country marketing teams, and global digital hubs. Collaborate with the VP of Marketing on spend and ROI forecasting. Build, coach, and develop local and regional digital marketers with clear goal-setting and career growth focus.
Campaign Execution & Media Operations: Oversee planning, setup, and optimization of integrated demand generation campaigns (Search/SEM, Paid Social, Display, Programmatic, Content Syndication) to deliver qualified Sales Accepted Opportunities. Drive search strategy across regional markets with attention to AI/LLM discovery engines. Lead regional web strategy including local landing pages, localization, UX optimization, and personalization. Direct agency partners and media buyers across APAC, managing briefings, media plans, and execution quality.
Analytics, Budget & ROI: Manage and optimize quarterly and annual digital marketing spend across APAC markets for maximum ROI. Leverage analytics platforms (GA4, Salesforce, Marketo, Looker) to track campaign performance, model multi-channel attribution, and extract actionable insights for continuous improvement.
Required background: 10+ years B2B digital marketing experience with emphasis on net-new customer acquisition. Fintech or B2B tech experience strongly preferred. 5+ years team leadership experience with proven track record developing multi-market regional teams in APAC. Balanced skillset combining strategic leadership with hands-on technical execution—from defining commercial objectives to auditing campaign architecture and conversion flows.
