Job Description
Get to Know the Team
You will be part of the Malaysia Financial Services Consumer Marketing team, driving end-to-end B2C marketing initiatives across GrabFin and ecosystem financial products in Malaysia.
This team leads consumer go-to-market execution for lending and payment solutions that help everyday Malaysians manage cash flow, access transparent credit, and pay seamlessly. Our portfolio includes consumer cash loans, Buy Now Pay Later (PayLater by Grab), and core digital payments (GrabPay)—supporting daily lifestyle spending, online checkout, and short-term consumer liquidity.
As an Assistant Marketing Manager, you will take hands-on ownership of consumer-facing campaigns, lifecycle marketing, and acquisition efforts across the Malaysian market.
Get to Know the Role
As Assistant Marketing Manager – Financial Services (Consumer Marketing), you will own the end-to-end operational execution of consumer marketing campaigns for lending and payments products in Malaysia.
Reporting to the Consumer Financial Services Marketing Manager, you will convert commercial B2C objectives into targeted marketing campaigns, direct consumer engagement programs, and continuous funnel optimization initiatives.
You will manage campaign deliverable timelines, adapt to local consumer usage patterns, and collaborate seamlessly across internal product, risk, CRM, brand, analytics, legal, and agency teams.
The Critical Tasks You Will Perform
The day-to-day activities:
Consumer Campaign Execution & GTM Rollout (50%)
- Lead the end-to-end planning and delivery of consumer-facing GTM campaigns for PayLater by Grab, consumer cash loans, and GrabPay.
- Translate consumer segment growth targets into actionable promotional strategies, channel messaging, media plans, and project milestones.
- Coordinate cross-functional delivery across internal teams (Consumer CRM, In-App Growth, Performance Marketing, PR, and Legal) and creative/media agencies.
- Monitor project timelines, flag execution risks early, and troubleshoot launch bottlenecks independently.
B2C Growth & Lifecycle Marketing (30%)
- Drive new consumer acquisition, first-time product adoption, and repeat usage for credit and payment products to build long-term user habits.
- Manage multi-channel consumer touchpoints, combining in-app surface placements, CRM (push, in-app inbox, email), digital performance media, and ATL/BTL activations.
- Ensure all consumer communications comply strictly with Bank Negara Malaysia (BNM) regulatory guidelines, consumer protection standards, and GrabFin brand guidelines.
Performance Tracking & Consumer Funnel Optimization (20%)
- Own tracking and reporting for campaign metrics, including consumer acquisition cost (CAC), application completion rates, loan drawdown volume, and payment conversion.
- Track mid-campaign performance to optimize messaging, target audience cohorts, and budget allocation in real time.
- Partner with analytics to run marketing experiments (A/B testing ad creative, lifecycle messaging triggers, and promotional incentive mechanics) to improve marketing ROI.
Qualifications
What Essential Skills You Will Need
- Consumer Marketing Experience: >5 years of hands-on experience in B2C marketing, consumer growth campaigns, or product marketing in Malaysia.
- End-to-End Execution Ownership: Proven ability to manage complex, multi-channel B2C campaigns from initial brief to post-launch optimization
- Cross-Functional Collaboration: Clear, confident communicator who can manage alignment across Consumer Business, CRM, Performance Marketing, Risk, Legal, and agency partners.
- Data Mindset: Experienced in reading marketing funnels, using campaign analytics to evaluate conversion rates, and making data-backed optimization decisions.
- Malaysian Consumer Insights: Deep understanding of Malaysian consumer behavior, digital shopping habits, e-wallet usage, and local cultural nuances.
Additional Information
Life at Grab
We care about your well-being at Grab, here are some of the global benefits we offer:
- We have your back with Term Life Insurance and comprehensive Medical Insurance.
- With GrabFlex, create a benefits package that suits your needs and aspirations.
- Celebrate moments that matter in life with loved ones through Parental and Birthday leave, and give back to your communities through Love-all-Serve-all (LASA) volunteering leave
- We have a confidential Grabber Assistance Programme to guide and uplift you and your loved ones through life's challenges.
- Balancing personal commitments and life's demands are made easier with our FlexWork arrangements such as differentiated hours
What We Stand For At Grab
We are committed to building an inclusive and equitable workplace that provides equal opportunity for Grabbers to grow and perform at their best. We consider all candidates fairly and equally regardless of nationality, ethnicity, race, religion, age, gender, family commitments, physical and mental impairments or disabilities, and other attributes that make them unique.
Company Description
About Grab and Our Workplace
Grab is Southeast Asia's leading superapp. From getting your favourite meals delivered to helping you manage your finances and getting around town hassle-free, we've got your back with everything. In Grab, purpose gives us joy and habits build excellence, while harnessing the power of Technology and AI to deliver the mission of driving Southeast Asia forward by economically empowering everyone, with heart, hunger, honour, and humility.