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ROLE PURPOSE

The Vice President, Marketing Management (IMC) is a senior leadership role responsible for defining, governing, and driving integrated marketing and communication strategies across the Bank. This role provides strategic oversight of end to end go-to-market (GTM) initiatives, integrated campaigns, and business-critical programs, ensuring alignment with corporate objectives, brand standards, and regulatory requirements. The role leads cross-functional collaboration, drives execution excellence, and ensures measurable impact across all customer touchpoints while strengthening Yoma Bank’s brand equity and market leadership. 

JOB RESPONSIBILITIES

Strategy Development & Alignment 

• Define and lead the Integrated Marketing Communications (IMC) and GTM strategy aligned with business priorities and brand direction. 

• Act as a strategic partner to business units, product teams, and senior leadership on marketing and communication planning. 

• Establish frameworks, standards, and governance models to ensure consistency, quality, and compliance across all campaigns. 

GTM Strategy & Campaign Oversight 

• Own end-to-end GTM strategy for major product launches, initiatives, and corporate programs. 

• Approve campaign strategies, messaging frameworks, and channel mix across ATL, BTL, digital, and internal communications. 

• Ensure campaigns are customer-centric, insight-driven, and commercially effective. 

Execution Excellence & Cross-Functional Leadership 

• Provide leadership oversight to ensure timely, high-quality execution across creative, digital, media, and internal teams. 

• Collaborate closely with Risk, Legal, Compliance, Procurement, and Finance to ensure full regulatory and policy adherence. 

• Proactively identify risks, dependencies, and bottlenecks, driving resolution at a leadership level. 

Performance Management & Insights 

• Define success metrics, KPIs, and performance dashboards for campaigns and programs. 

• Review post-campaign evaluations, derive insights, and translate learnings into future strategies. 

• Present performance updates and strategic insights to senior management and relevant governance forums. 

People, Program & Budget Leadership 

• Provide coaching, direction, and performance management to IMC and marketing management team members. 

• Oversee program planning, resource allocation, and budget utilization to ensure efficiency and ROI. 

• Manage agency and vendor performance, including strategic alignment, delivery standards, and cost effectiveness. 

Education & Special Training

Essential 

• Bachelor’s degree in Marketing, Business, Communications, or a related field. 

Desirable 

• Master’s degree in Marketing, Business Administration, or equivalent professional qualification.

Experience

Essential  

• Minimum 6–8 years of progressive experience in marketing, integrated communications, or brand management. 

• Proven experience leading GTM strategies, large-scale campaigns, and cross-functional initiatives. 

Desirable 

• Experience within banking, financial services, or a highly regulated corporate environment. 

• Experience presenting to senior leadership or executive committees. 

Knowledge & Skills

Essential  

• Strong expertise in integrated marketing strategy, campaign governance, and performance measurement. 

• Solid understanding of regulatory, risk, and compliance considerations in communications. 

• Leadership & Strategic Thinking, Communication & Stakeholder Management, Result Orientation & Problem Solving.  

Desirable 

• Strong understanding of digital marketing, analytics, and emerging communication technologies. 

• Ability to drive innovation while maintaining brand and risk discipline. 

Languages

Essential

• Fluent in English
• Excellent writing skill in English and Myanmar