This is Adyen
Adyen provides payments, data, and financial products in a single solution for customers like Meta, Uber, H&M, and Microsoft - making us the financial technology platform of choice. At Adyen, everything we do is engineered for ambition.
For our teams, we create an environment with opportunities for our people to succeed, backed by the culture and support to ensure they are enabled to truly own their careers. We are motivated individuals who tackle unique technical challenges at scale and solve them as a team. Together, we deliver innovative and ethical solutions that help businesses achieve their ambitions faster.
Digital Marketing Lead, APAC
We are looking for an experienced and data-driven Digital Marketing Lead, APAC to join our regional team in Singapore. Reporting directly to the VP of Marketing, APAC, you will own and elevate the end-to-end digital marketing strategy across Australia, India, Southeast Asia, Hong Kong, and Japan.
In this role, you will bridge high-level regional growth strategies with hands-on digital execution. This role will lead digital experience across the entire customer lifecycle while focusing heavily on net-new customer acquisition through paid, earned, and owned channel performance across the APAC region.
As a commercial conduit and trusted team leader, you will partner closely with local country marketers, global digital marketing leaders and regional commercial leaders. This is a player-coach role where you will not only coach and grow a high-performing digital marketing function but also be comfortable to roll up your sleeves to get into details and execution.
We are looking for a respected and trusted leader with experience in coaching and developing teams to perform at their best capacity
What you'll do
Regional Strategy & Leadership
- Drive Full-Funnel Digital Strategy: Formulate, execute, and evaluate a multi-market web and digital marketing strategy across APAC to build brand awareness, acquire new customers, and drive revenue impact across target verticals.
- Stakeholder Alignment: Serve as a bridge between regional commercial leadership, country marketing teams, and global digital/acquisition hubs to ensure regional campaigns align with local market realities and pipeline goals.
- Strategic Partnerships: Collaborate directly with the VP of Marketing, APAC on spends and ROI forecasting, and high-impact strategic projects across the broader marketing organization.
- Team Leadership & Development: Build, coach and guide local and regional digital marketers. Set clear goals, foster individual career growth, and drive organizational alignment around shared business metrics.
Campaign Execution & Media Operations
- Acquisition & Pipeline Generation: Oversee the planning, setup, and optimization of integrated demand generation campaigns (Search/SEM, Paid Social, Display, Programmatic, Content Syndication) to deliver qualified Sales Accepted Opportunities (SAOs).
- Search & LLM Optimization: Drive search strategy across regional markets, maintaining a forward-looking approach to search trends, user behavior, and modern AI/LLM discovery engines.
- Web & Localization Management: Lead regional web strategy—including local landing page creation, web copy translation, user experience optimization, and web personalization across APAC sub-regions.
- Agency & Vendor Management: Direct agency partners and media buyers across APAC. Manage campaign briefings, media plan evaluations, agency output, direct publisher deals, and ongoing execution quality.
Analytics, Budget & ROI
- Budget Allocation: Manage, and continuously optimize quarterly and annual digital marketing spend across APAC markets to ensure maximum return on investment (ROI).
- Performance Analytics: Leverage analytics platforms (e.g., GA4, Salesforce, Marketo, Looker) to track campaign efficacy, model multi-channel attribution, and extract actionable insights for rapid continuous improvement.
Your Background
- Experience: 10+ years of total experience in B2B digital marketing with a deep emphasis on net-new customer acquisition. Fintech or B2B tech experience is strongly preferred
- Leadership: 5+ years of team leadership experience, with a proven track record of developing multi-market, regional teams in APAC (e.g., Australia, SEA, Japan, India)
- Balanced Skillset: Ability to seamlessly balance strategic leadership with hands-on technical execution—from defining high-level commercial objectives to auditing campaign architecture and conversion flows
- Technical & Analytics Depth: Hands-on mastery of full-funnel digital tactics (SEO/SEM, LLM search, Paid Social, Programmatic) and modern martech/analytics tools (GA4, Salesforce, Marketo, Looker)
- Commercial Mindset: Strong business acumen with demonstrated success partnering with Commercial/Sales functions and tracking success against revenue-based goals (SAOs, Pipeline, ROI)
- Experimentation mindset: Evidence of cultivating a test-and-learn culture that balances strategic vision with operational execution
- Agency Leadership: Extensive experience managing regional digital agencies, media budgets, contract negotiations, and external partner performance
- Ability to travel up to 20%+ of the time across APAC.
Our Diversity, Equity and Inclusion commitments
Our unique approach is a product of our diverse perspectives. This diversity of backgrounds and cultures is essential in helping us maintain our momentum. Our business and technical challenges are unique, and we need as many different voices as possible to join us in solving them - voices like yours. No matter who you are or where you’re from, we welcome you to be your true self at Adyen.
Studies show that women and members of underrepresented communities apply for jobs only if they meet 100% of the qualifications. Does this sound like you? If so, Adyen encourages you to reconsider and apply. We look forward to your application!
What’s next?
Ensuring a smooth and enjoyable candidate experience is critical for us. We aim to get back to you regarding your application within 5 business days. Our interview process tends to take about 4 weeks to complete, but may fluctuate depending on the role. Learn more about our hiring process here. Don’t be afraid to let us know if you need more flexibility.
This role is based out of our Singapore office. We are an office-first company and value in-person collaboration; we do not offer remote-only roles.