Head of Marketing

About the role

The Head of Marketing is a full‑time, on‑site position based in Vientiane, leading the marketing function of APB, a leading bank in Lao PDR. The role focuses on strengthening the bank’s brand and driving growth across corporate, MSME, and retail segments.

Key responsibilities

• Develop and execute comprehensive marketing strategies and annual plans aligned with APB’s business objectives.
• Direct market research activities, analyse customer and market trends, and identify expansion opportunities.
• Manage integrated marketing campaigns across traditional and digital channels.
• Coordinate public‑relations initiatives and ensure consistent brand messaging.
• Collaborate with senior leadership and cross‑functional teams, overseeing external agencies and vendors.
• Track performance metrics, optimise budgets, and maximise ROI.

Required profile

• Strong background in market planning, marketing management, and data‑driven strategy design.
• Proven experience in market research, especially within financial services.
• Demonstrated sales and business‑development capabilities to support growth and cross‑selling.
• Excellent public‑relations and stakeholder‑communication skills.
• Leadership experience with the ability to guide and develop a marketing team in a fast‑evolving banking environment.
• Bachelor’s degree or higher in Marketing, Business Administration, Communications, or a related field; banking or financial‑services experience is a plus.

Required skills

• Digital marketing
• Campaign analytics
• Artificial intelligence (AI) applications in marketing