Role Summary
The Head of Brand Marketing owns the brand strategy, positioning, and identity for the Astra Tech & Botim ecosystem, ensuring a distinctive and consistent brand experience across every market and touchpoint serving 150M+ users.
Reporting into the Director of Marketing, this role defines what the brand stands for and how it shows up – from narrative and visual identity to flagship brand campaigns and sponsorships. The Head of Brand Marketing builds brand awareness, affinity, and trust, and ensures the brand is a durable competitive advantage as the ecosystem expands across communication, fintech, and digital services.
Responsibilities
- Define and own the brand strategy, positioning, and narrative across the ecosystem.
- Ensure the brand reflects the Blueprint of Simplicity and resonates with diverse audiences.
- Evolve brand architecture as new products and services join the platform.
- Own the visual and verbal identity and maintain brand guidelines across all channels.
- Ensure consistent brand expression across product, marketing, and communications.
- Partner with design and product teams to embed the brand in every experience.
- Lead the development of flagship brand campaigns from concept to execution.
- Drive brand awareness, consideration, and affinity across priority markets.
- Manage creative agencies and production partners to deliver world-class work.
- Establish and track brand health metrics (awareness, consideration, trust, equity).
- Use research and insights to inform brand strategy and creative direction.
- Report on brand performance and its contribution to business objectives.
- Identify and manage brand partnerships, sponsorships, and cultural moments.
- Ensure partnerships reinforce brand positioning and reach target audiences.
- Maximise the value and impact of brand investments.
- Partner with Product Marketing, Integrated Marketing, and Social teams to bring the brand to life.
- Align stakeholders around a consistent brand narrative and standards.
- Support product launches with strong brand foundations.
Requirements
- 8–10 years of experience in brand marketing, ideally within consumer technology, fintech, or digital platforms.
- Proven track record of building and scaling brands for large consumer audiences.
- Strong background in brand strategy, positioning, and integrated brand campaigns.
- Experience managing creative agencies and production partners.
- Data-informed approach to brand health measurement and creative effectiveness.
- Exposure to emerging markets and multicultural audiences is highly valued.
