We are looking for a strategic and hands-on Performance Marketing & MarTech Lead for an exciting assignment with a leading bank in Thailand. The project runs from May/June 2026 to June 2027. The role is primarily remote, with travel to Thailand approximately every 2-3 months for on-site workshops and collaboration.

You will play a key role in an extensive transformation program focused on scaling customer insights, data-driven marketing, and MarTech capabilities. The role involves close collaboration with project teams and stakeholders, where you will act as an advisor, enabler, and operational problem solver at the intersection of performance marketing, customer data, and technology.

About the Role

You will be responsible for establishing the structures, workflows, and technical frameworks that enable data-driven and cross-channel customer communication. The client already utilizes a Customer Data Platform (CDP) and possesses vast amounts of data - your mission will be to structure, quality-assure, and activate this data to drive business value.

You will work closely with both internal teams and external agencies, with a particular focus on building internal performance marketing capabilities.

Key Responsibilities

• Identity & Data Structure: Define and implement a unified customer identity across channels (CDP, web, app, external platforms such as LINE, Meta, and Google).

• Identity Stitching: Design frameworks for identity stitching (connecting anonymous and known data).

• Data Activation: Ensure the correct data structure in the CDP for effective activation and measurement.

• Audience Strategy: Develop audience strategies and campaign setups based on customer insights.

• Advisory: Advise on channel selection, budget allocation, and Performance Marketing KPIs.

• Team Support: Support teams in campaign setup, audience management, and defining channel roles.

• Tracking & Attribution: Design tracking and attribution models (including Conversion API).

• Integration: Ensure seamless data integration between external channels and internal systems (app, web, CRM).

• Orchestration: Define customer journeys through campaigns and how these are orchestrated dynamically.

• Measurement: Establish measurement frameworks for channel performance, conversion, and customer engagement.

• Optimization: Drive continuous optimization based on data and insights.

• Governance & AI: Advise on data standards, governance, and AI-driven optimization.

About You

You are a senior professional who combines strategic vision with operational execution. You thrive in an advisory role where you both set the direction and support the implementation. You are accustomed to complex organizations, possess strong communication skills, and can navigate environments with high regulatory requirements.

You are structured, solution-oriented, and comfortable working in an international context - including early morning meetings (due to time zones) and regular travel.

Experience and Qualifications

• Solid experience in Performance Marketing (Meta, Google, LINE), including audience strategy and funnel management.

• Strong expertise in Customer Data Platforms (e.g. Adobe CDP).

• Experience with data infrastructure, tracking, attribution, and identity stitching.

• Knowledge of campaign orchestration and trigger-based communication.

• Experience defining KPIs and marketing measurement models.

• Requirement: Experience from the Banking/Finance sector and working within regulatory environments.

• Understanding of data governance, data quality, and AI-related processes.

• Experience working in Southeast Asia is a merit.

• Accustomed to working cross-functionally with tech, data, and business teams.

• Experience in supporting organizations to build internal marketing capabilities.

• Fluent in English.

Scope & Project Phases

• Month 1-2: approx. 30% (Strategy, analysis, and frameworks)

• Month 3-9: approx. 60% (Implementation and scaling)

• Month 10-14: approx. 30% (Optimization, governance, and handover)

About the assignment

For this assignment, you will be freelancing through us at Digitalenta. As a freelancer with us, you become part of our community where we regularly organize meetups to share industry insights and build networks. We are, of course, looking for a long-term partnership; thanks to our size, there are also opportunities for direct hire or becoming a permanent consultant with us – all to ensure you have a flexible professional life!