Assistant Vice President - Digital Marketing

MISSION OF THE POSITION

To own and accelerate the digital and social marketing engine of the Lighthouse Canton Group — driving measurable growth across the group's wealth and asset management franchise and its AI-led wealthtech platform — through scalable, AI-enabled processes and a well-governed marketing technology ecosystem, while safeguarding continuity through a period of significant transformation.

ABOUT THE GROUP

Lighthouse Canton is a global investment institution headquartered in Singapore, overseeing USD 5 billion+ in assets under management and advisory. Founded in 2014, the firm serves ultra-high net worth individuals, family offices, institutional investors, and an ecosystem of founders and entrepreneurs through its Wealth Management and Asset Management divisions. The firm operates across Singapore, Dubai (DIFC), India, and the UK, regulated by MAS, DFSA, and registered with AMFI.

Keenai, a wealthtech platform, is part of the Lighthouse Canton Group and represents the technology-forward evolution of the group's wealth capabilities.

ROLE OVERVIEW & CONTEXT

We are seeking an Assistant Vice President – Digital Marketing to develop and lead the digital and social marketing strategy for the business, based in Bangalore (with Mumbai as a secondary location). Digital marketing has advanced significantly through AI-enabled workflows, marketing automation, data-driven personalisation, and integrated marketing technology. This is a strategic, process-driven and data-led role: you will own the group's digital channels — web, email, social, webinars and paid media — while shaping scalable, AI-enabled processes, marketing operations and technology-enabled ways of working that improve efficiency, governance, engagement and brand awareness across the group's businesses.

Importantly, the group is currently mid-way through a complete transformation of its MarTech stack — spanning the website, content management system (CMS), analytics, and marketing automation platforms — alongside a migration of the Salesforce CRM. This is a priority backfill, and the incoming AVP will be expected to step into this transition at pace, take ownership of in-flight workstreams, and ensure there is no loss of momentum or institutional knowledge during the changeover.

KEY RESPONSIBILITIES

1. Digital Marketing Strategy & Operating Model

•Develop the digital marketing roadmap, strategy and operating model across brand promotion, client acquisition, client retention and marketing operations.

•Translate business and revenue goals into digital campaigns, working closely with internal stakeholders and digital vendors.

•Manage the digital marketing budget to ensure efficient and effective spend.

2. Campaign Execution & Full-Funnel Performance

•Plan, implement, measure and optimise digital campaigns across social media, paid ads, website, webinars and email.

•Drive full-funnel optimisation to improve engagement, lead generation, lead nurturing and conversion across channels.

•Run paid search and organic / natural search campaigns in-house across geographies (India, Singapore, UAE, UK).

•Own digital analytics, insights and reporting — attribution modelling, CAC/LTV analysis, conversion-rate optimisation, and campaign ROI.

3. AI-Enabled Marketing & Operations

•Design and improve AI-enabled marketing processes — content workflows, campaign optimisation, audience insights and reporting automation.

•Establish responsible, well-governed use of AI tools across the marketing function.

•Build repeatable marketing operations processes, SLAs and reporting cadences; coordinate with marketing counterparts in Singapore and Dubai.

4. MarTech Stack, CRM & Data

•Own, run and scale the marketing technology stack across key layers — CRM, CMS, CDP and engagement platforms — ensuring systems, integrations and data flows support execution, measurement and growth.

•Administer and govern the Salesforce CRM — data hygiene, lead routing, segmentation, and campaign orchestration.

•Operate and optimise marketing automation and personalisation for triggered, multi-market lifecycle campaigns.

•Maintain a robust analytics and tagging framework (e.g., GA4, Google Tag Manager), ensuring accurate, privacy-compliant measurement.

5. Website, Content & Brand Amplification

•Own the group's websites and CMS — performance, SEO, UX, content publishing and conversion optimisation.

•Amplify thought-leadership and brand content across digital and social channels (LinkedIn, YouTube, podcasts, webinars).

•Partner with content and design teams to translate research and insights into high-performing digital assets, and support commercialisation plans for products and campaigns.

6. Compliance & Regulatory Alignment

•Ensure all digital marketing communications comply with MAS, DFSA, SEBI/AMFI, FCA, and PDPA/DPDP regulations across jurisdictions.

•Work closely with Legal and Compliance on approval workflows for client-facing materials, disclaimers, and financial-promotion content.

CANDIDATE PROFILE — MUST-HAVE REQUIREMENTS

•Graduate with 6–10 years of strong experience in digital, performance and social media marketing, and a proven record of scaling new-customer acquisition and funnel conversion.

•Proven knowledge of digital marketing channels and best practices.

•Hands-on fluency across digital and marketing-technology platforms — including MoEngage, Segment, Salesforce Marketing Cloud, Google Analytics (GA4), Google Tag Manager, paid search and social advertising platforms, CRM, CMS, marketing automation, tagging, data-capture and campaign-workflow tools.

•Experience running paid search and natural (organic) search campaigns in-house across geographies.

•Strongly data-driven — confident using analytics, reporting and performance insights to guide decisions.

•Familiarity with practical AI applications in digital marketing — content operations, segmentation, personalisation, automation and governance.

•Proven experience leading or supporting a MarTech and/or CRM migration or transformation programme.

•Strong commercial outlook, with the ability to manage campaign delivery through internal and external stakeholders.

•Strong understanding of brand, product and project management, with the ability to develop and execute commercialisation plans.

•Creative and dynamic, comfortable testing new approaches.

•Experience in financial services, wealth/asset management or fintech strongly preferred.

PREFERRED QUALIFICATIONS

•Salesforce, marketing automation and/or CDP platform certifications.

•Experience marketing to UHNWI, accredited-investor or institutional audiences.

•Experience with product-led growth (PLG) strategies for B2B / B2C platforms.

•Working knowledge of Hindi or other Indian regional languages in addition to fluent English.