APAC Marketing Director

Job description

Our Regional Marketing team ensures we deliver on our mission to make international money transfers instant, affordable, and transparent for everyone, everywhere. The Regional Marketing team plays a pivotal role in driving Wise’s mission across international markets, ensuring millions of people and businesses save money on cross-border payments. By crafting tailored, data-driven, and locally relevant strategies, this team ensures Wise’s messaging resonates with diverse audiences — adapting to unique market dynamics, cultural insights, and competitive landscapes.

Beyond driving user acquisition and growth, the regional marketing leads execute impactful, market-specific campaigns while working in close collaboration with central teams across media, creative, PR, and Product. Together, they ensure Wise’s global presence remains powerful, agile, and authentically connected to local audiences, fueling sustainable growth and reinforcing Wise’s position as a leader in international finance.

We’re looking for a Director of Regional Marketing (APAC) to join us and do things differently. As the Director of Regional Marketing (APAC), you’ll lead Wise’s regional marketing strategy for Asia and Pacific, driving execution across these markets and managing a team of Regional Marketing Leads. You’ll act as the bridge between central teams and regional needs, ensuring strategies are locally relevant, impactful, and aligned with Wise’s broader mission.

Reporting directly to the CMO in London, you’ll have the opportunity to shape regional marketing from the ground up and build a high-performing team to drive growth in one of the world’s most innovative fintech companies. If you're ready to make a lasting impact on the future of international money transfers, Wise is the place to do it. What you’ll do. Define and oversee Wise’s regional marketing strategy across the APAC (including Japan, Singapore, China, Philippines, Malaysia, India, Australia) ensuring local relevance and alignment with global goals.

• Hire, manage and support a team of Regional Marketing
• Leads in executing local plans, delivering impactful campaigns and driving regional growth
• Build a team who can activate new channels, tests or activations in the market with a strong learning agenda and measurement frameworks.

Provide functional leadership and matrix oversight to the wider marketing team in APAC, acting as the senior point of guidance and mentorship. Create a culture of ‘a bias to action’ to test new initiatives and activities on the ground with high speed and iteration. Finding ways to make things happen and unblocking your team in execution. Get to a local marketing strategy for each market including audience and segment identification, messaging and positioning, diagnosis of funnel and brand performance KPIs and a clear full-funnel marketing plans.

Develop a playbook for regional market growth based on insights, best practices, and experiments, in line with local compliance and regulations Own and optimise regional marketing budgets, ensuring efficient allocation of resources across existing activities and new initiatives. Act as the key bridge between central teams (media, creative, PR, growth) and regional needs, prioritising resources and streamlining communication and decision making Collaborate with Product teams to ensure marketing strategies align with product roadmaps and customer insights; being a senior counterpart for our Regional Product Directors.

Advocate for regional needs within the broader marketing organisation and report on performance to senior leadership. Cultivate strong relationships with local agencies and partners. Develop strong customer insight and understanding through direct customer feedback and partnership with our Insights and Research teams.

Qualifications

The experience, background and competencies needed to succeed in this role.

Proven Experience

Extensive experience in growth/marketing roles, including leadership responsibilities for regional teams across several regions.

Regional Strategy Expertise

Strong experience in setting regional/local marketing strategy and owning execution, ideally in fintech or tech industries.

Complex Product Understanding

Ability to understand complex technical products and data, turning these into simple and compelling customer propositions.

Team Leadership

Proven ability to manage teams and drive alignment across cross-functional stakeholders.

Performance Marketing Expertise

Deep understanding of performance marketing, brand marketing, and local market dynamics.

Data-Driven Mindset

Strong ability to analyse market performance and translate insights into actionable plans.

Adaptability

Comfortable navigating a fast-paced, decentralised organisation and able to balance strategic vision with hands-on execution.

Leadership Qualities

Strong stakeholder management skills and ability to lead through ambiguity while empowering teams to deliver. Your KPIs Delivery of incremental new activity across regions and ensuing impact of growth on new customers and retention. Effectiveness of regional budget allocation and clear return on investment Improvement in brand awareness, engagement levels, and sentiment in regional markets, demonstrating effective localisation through customer feedback Quality of regional insights and data that informs and affects global product and marketing teams.

High-performing Regional Marketing team (APAC), measured by team effectiveness, retention, and successful achievement of team strategy As an onboarding project you will directly develop and deliver regional strategy for Australia including new campaigns and creatives.