B2B Marketing Lead - Asia

The Role
As the B2B Marketing Lead for Asia, you will own the marketing strategy and execution for Wise Business within our most critical growth market. You will be the primary driver of the Wise Business brand and acquisition engine in Asia, translating global objectives into a high-impact regional roadmap.

This is a senior role, designed for a highly experienced marketing expert. You will independently lead the Asia B2B strategy and drive execution, collaborating with the wider Marketing leadership to ensure global alignment. You are expected to be a "doer" who can also think 1-2 years ahead to build a sustainable growth engine.

What You'll Do

• Regional Strategy & Ownership: Own the end-to-end marketing strategy for Asia markets. You will develop a 1-2 year vision for your region, ensuring B2B efforts grow and scale acquisition of Asia SMBs and freelancers - both self-serve and sales-assist.
• Go-to-Market (GTM) Execution: Build and execute robust GTM strategies. You will focus on scalable, evergreen marketing programs that move the needle on customer acquisition and retention in the Asia market of SMBs and Freelancers.
• Data-Driven Growth: Set regional KPIs and take full accountability for planning and investment decisions. You will use data to iterate quickly, fostering a culture of testing and optimisation.
• Team Leadership: You will work in parallel with the Asia B2B squad, a cross-functional group of B2B experts (Content, CRM, Paid Search etc.). While these experts report into their respective functional channels, you will have dotted-line responsibility for their regional output, prioritising their work and aligning them toward Asia-specific milestones.
• Product Collaboration: Interface and collaborate comfortably with Product teams to inform your plans and influence the Asia product roadmap with marketing insights.
• Cross-Functional Impact: Serve as the "voice of the Asia Business customer" within the Marketing team, ensuring our global narrative is adapted effectively for the Asia market.
• Sales/Marketing Engine: Develop a Sales-Marketing motion for leads management in the Asia, collaborating closely with our newly forming Wise Business Sales team

Qualifications

• Strategic Thinking: You can think and act strategically across multiple domains, creating plans that impact multiple teams or channels within the Asia region.
• Vision: You have a proven ability to look beyond the current quarter, maintaining a 1-2 year view of your region to ensure sustainable growth.
• Leadership & Coaching: You are an experienced manager who can go deep with your team to improve the quality of their plans and execution.
• Navigating Ambiguity: You can reliably identify and deliver high-impact activity without constant direction, solving diverse problems creatively and proactively.
• B2B Expertise: Deep understanding of the Asia B2B landscape, ideally within Fintech or SaaS - specifically SMB and ideally also self-serve. You understand how to position a brand as a preferred financial partner for businesses.
• Communication: You are a strong communicator who can represent the Asia market across the Marketing team and influence stakeholders at various levels.
• Project Management: You are a structured project manager with strong attention to details who can organise relevant offline (or online activities) to drive B2B acquisition and conversion.