Senior Director, Business Marketing

Senior Director, Business Marketing

Pre-paid, SEA, New Business | Reporting to CMO

1. About Pine Labs and Our Ambition

Pine Labs is the Commerce OS for the Global South. We are simultaneously managing three critical imperatives: maximizing GMV in core markets, entering new strategic geographies (UAE, Africa), and launching entirely new product lines (pre-paid, emerging business units). These efforts are fragmented across separate teams with inconsistent messaging. The opportunity is to stand up Pine Labs as unified Commerce OS in these new territories and business lines.

2. About the Role

As Senior Director of Business Marketing, you are the special-ops marketer who stands up the Pine Labs brand in new territories and business lines. You do not inherit an existing playbook; you write it. You identify which products go to market together, how they are positioned as unified ecosystem vs. fragmented offerings, and how to accelerate time-to-revenue-contribution. You are the bridge between product ambition and market reality.

You own the commercial success of your portfolio. You think like a business unit head, not a marketing manager. You understand unit economics of each market entry. You make decisions about resource allocation based on ROI and revenue potential. You identify opportunities that individual product teams are too siloed to see. Your strategic output directly impacts Pine Labs revenue growth in new territories. You are trusted by business heads to run strategy without supervision.

3. Responsibility & Job to Do

Strategic Mandate

International Markets

•Own the marketing strategy for Pine Labs entry into new geographies and new business lines (pre-paid, emerging products). Pre-Paid (Qwiksilver) will be across India and new geographies

•Design go-to-market strategies that position Pine Labs as unified Commerce OS, not fragmented products

•Identify and activate cross-portfolio synergies: bundling opportunities across products to increase merchant value

•Lead rapid brand build in new markets: establish awareness, credibility, preference before competitors arrive

•Serve as business owner for the Pod: own pipeline contribution, merchant acquisition targets, revenue impact

Pre Paid

•Understand the B2B2C Framework as we look at building out consumer focussed products via differentiated stored value product formats

•Scale global footprint: Expand $1.5B existing business from India/SEA to MENA and Africa

•Own Embedded Finance category: Position Pre-Paid (gift cards, loyalty, prepaid, stored value) as Pine Labs embedded finance platform for enterprises.

•Drive enterprise cross-selling: Bundle Pre Paid with Pine Labs core payments for unified enterprise solutions

Key Responsibilities

International Markets

•Define market entry strategy for each new geography: timing, positioning, initial target segment, bundled narrative

•Lead cross-functional teams (product, sales, partnerships) to execute unified launches

•Design bundled value proposition: identify which Pine Labs products complement each other as ecosystem

•Own commercial model: define merchant acquisition cost, pricing strategies, profitability assumptions

•Build local partnerships and ecosystem integrations that accelerate market entry

•Measure and report on pipeline, merchant acquisition, revenue attribution monthly

•Lead portfolio's team's strategic output ensuring all initiatives aligned to unified Commerce OS narrative

Pre-Paid Business

●Own pre-paid global go-to-market: scale from $1.5B to $5B+ in 3 years

●Enterprise segment marketing: Different GTM for airlines vs. e-commerce vs. corporate vs. hospitality (not retail-merchant focus). Focus on new used cases that drive adoption and deeper engagement

●Design Pine Labs + Pre-Paid unified value propositions for enterprises

●Lead market entry in new geographies eg : UAE, Africa, rest of SEA

●Activate cross-sell opportunities between two large customer bases

●Build consumer facing campaigns that are built on new stored value concept

4. Minimum Qualifications

Years of Experience

14+ years in B2B SaaS, tech, or payments marketing. 5+ in senior leadership. Experience launching products or brands in new geographies highly preferred.

GTM & Market Entry Track Record

Demonstrated success launching products, brands, or business lines in new markets. Evidence of being first-to-market or establishing category. Track record of pipeline/revenue attribution.

Enterprise customer marketing (NOT just retail merchant marketing)

Global/Emerging Market Experience

Familiarity with emerging markets, Global South contexts, or high-adoption fintech markets. Understands merchant-first business models and underbanked dynamics.

Business & Revenue Acumen

Comfortable owning business metrics: pipeline, CAC, LTV, unit economics, ROI. Able to make strategic trade-offs between growth and profitability.

Cross-Functional Leadership

Experience leading complex, multi-product launches. Comfortable orchestrating product, sales, partnerships toward unified objectives. Resolves cross-functional conflicts without escalation.

Ecosystem/Synergy Thinking

Demonstrated ability to see connections across disparate products and architect as unified platform. Evidence of identifying and activating cross-sell or bundling opportunities.

Global SaaS scaling experience (multi-geography, multi-segment GTM)