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Join us at AFFIN, where the open minds meet and be inspired by a shared commitment to great work. Here, you don’t just stay at the forefront of the industry – you can make a difference too.

Job Purpose

Establish and lead a new pillar of AFFIN’s marketing team focused on elevating the Bank’s digital presence, campaigns, and content across platforms. This role combines strategic oversight with hands-on execution to grow AFFIN’s brand relevance and customer acquisition in the digital space. It is designed to introduce new capabilities in digital-first storytelling, channel orchestration, and modern acquisition marketing, ensuring AFFIN moves beyond traditional campaigns into a more dynamic, connected digital brand.

Key and Responsibilities

1. Build AFFIN’s Digital Marketing Framework

Develop a unified digital marketing approach that integrates always-on content, tactical campaigns, and paid amplification across channels (social, search, display, programmatic). Create frameworks for segment-focused digital campaigns (M40, SME, Affluent) to ensure relevance and consistency.

2. Elevate Content Strategy & Digital Storytelling

Define digital content pillars and creative playbooks that translate AFFIN’s brand positioning into compelling, platform-specific stories. Guide creative direction to ensure digital assets resonate with target customers and move beyond static traditional ads.

3. Oversee Paid Digital & Social Amplification

Manage paid digital buys across social, search and programmatic to ensure AFFIN’s content reaches the right audiences and supports acquisition goals. Balance brand building with tactical push campaigns, ensuring a seamless funnel from awareness to action.

4. Champion New Digital Initiatives

Explore partnerships with digital ecosystems (e-wallets, marketplaces, fintech tools) to expand AFFIN’s reach. Introduce tests and pilots for emerging platforms or content formats (short-form video, interactive tools).

5. Guide Analytics & Optimisation

Work with internal analytics teams and agencies to track digital performance, interpret dashboards, and make data-led adjustments. Provide clear reporting on what’s working and recommendations for continuous improvement.

6. Collaborate & Lead

Act as the primary digital marketing partner for brand, product and segment teams, ensuring digital plans are integrated into overall campaign strategies. Report directly to the Director of Marketing Communications, providing regular updates and strategic counsel.

Qualifications and Experience

• Degree in Marketing, Communications, Digital Marketing or equivalent.
• Min 8-12 years of experience in digital marketing and social media, with strong track record leading brand social channels and campaign operations.
• Proven ability to manage teams and agencies across multiple campaigns simultaneously

Skills and Knowledge

• Expert in social media platforms (Facebook, Instagram, LinkedIn, TikTok, YouTube) including content strategy, community management, paid social, and platform analytics.
• Strong grasp of social storytelling, trend-jacking, and content frameworks that build brand voice and drive meaningful engagement — in line with AFFIN’s emphasis on confidence, real stories, and solution-oriented messaging.
• Comfortable developing and guiding social content calendars tied to brand campaigns, product pushes, and always-on narratives.
• Solid knowledge of digital buying channels (SEM, programmatic, display) and how to integrate them to amplify social and brand campaigns.
• Skilled in campaign analytics and dashboards (Google Analytics, platform insights), with ability to extract actionable learnings to improve results.
• Familiar with compliance requirements in regulated industries (BNM, Shariah) for both social content and digital ads