Cross‑Border Destination Marketing Director – Southeast Asia

About the role

The Cross‑Border Destination Marketing Director for Southeast Asia will shape and execute a regional marketing strategy that drives cross‑border travel, spend, and economic impact across key markets. Reporting to the Senior Vice President, Head of Integrated Marketing and Communication, this senior, externally‑facing role partners with tourism boards, government agencies, merchants, issuers, and digital ecosystem partners.

Key responsibilities

• Develop and lead a cross‑border destination marketing strategy aligned with regional business priorities.
• Identify high‑value travel corridors, inbound and outbound market flows, and commercial opportunities.
• Design and execute multi‑market campaigns using media, digital, social, PR, and sponsorship to elevate visibility.
• Oversee creative development, content strategy, and performance optimisation of campaigns.
• Build and manage strategic partnerships with tourism boards, airlines, hotels, travel platforms, retail groups, and digital ecosystems.
• Develop co‑marketing and co‑investment models and collaborate with government and industry stakeholders.
• Activate cross‑border consumer engagement through cardholder benefits, travel packages, merchant offers, and loyalty initiatives.

Required profile

• Senior‑level leader with proven experience in destination or tourism marketing.
• Strategic thinker capable of influencing multiple markets and stakeholders.
• Strong track record of partnership development and ecosystem activation.
• Excellent communication and storytelling abilities.

Required skills