Industry Lead - BFSI (APAC)
Context: Why BFSI, Why Now
The BFSI (Banking, Financial Services, and Insurance) vertical is one of the most strategically important growth areas for AppsFlyer in the APAC region. With the acceleration of FinTech, InsurTech, and digital-first financial services across markets like India, SEA, and China, BFSI brands are redefining customer acquisition, engagement, and retention through mobile-first strategies.
As financial institutions double down on marketing efficiency, regulatory adaptation, and real-time measurement, the need for tailored insights, benchmarks, and industry-specific narratives is higher than ever. This role plays a key part in deepening AppsFlyer's consultative partnership with the BFSI ecosystem - helping us guide key clients, shape our GTM strategy, and capture upside across a high-potential vertical.
About the Role
The Industry Lead - BFSI will serve as AppsFlyer’s subject matter expert in the BFSI vertical across APAC, with a focus on Southeast Asia. This is a senior-level, cross-functional role with high visibility across strategic accounts and regional leadership. This role demands vertical ownership, industry expertise, and the ability to influence decision-making at multiple levels across the organization and client base.
While not a team management role, this position requires strong influence, industry credibility, and the ability to work across functions: Sales, CS, Marketing, Product, and Data, to support the region’s most strategic accounts in FinTech, digital banking, insurance, and beyond.
What You’ll Do
- Develop and execute AppsFlyer’s BFSI vertical strategy across Southeast Asia and broader APAC markets, including FinTech, NBFCs, digital banking, and insurance.
- Support Sales and Customer Success teams with vertical-specific insights to influence strategic deals, renewals, and upsell opportunities.
- Build trusted relationships with senior stakeholders (incl. CMOs, CDOs, growth leaders) by delivering actionable insights and vertical benchmarks.
- Establish thought leadership by representing AppsFlyer at BFSI conferences, publishing insights, and participating in industry panels, forums, and executive-level discussions.
- Collaborate with analysts to define, monitor, and scale key vertical KPIs and benchmarks.
- Understand the core business challenges faced by BFSI organizations — such as acquisition cost, user retention, regulatory complexity, and digital transformation and translate them into relevant MarTech use cases powered by AppsFlyer.
- Identify market trends, regulatory shifts, and customer challenges across SEA, India, and China, translating them into actionable input for GTM and Product teams.
- Support customer retention and expansion by partnering with CS on adoption, engagement, and advocacy for BFSI clients.
- Where relevant, engage with ecosystem stakeholders (e.g., consultants, martech vendors, or trade bodies) to build collaborative momentum in the BFSI space.
What You Have
- 10+ years of experience in BFSI or FinTech, ideally across growth, digital, marketing, or strategy roles, with exposure to regional (SEA and APAC) dynamics.
- Familiarity with financial regulation, digital banking, and mobile-first innovation in markets like Thailand, SEA, India, and China, including relevant bodies such as BOT, MAS, or local regulators.
- Demonstrated ability to influence CXO-level stakeholders through insight-led engagement and strong vertical credibility.
- Experience partnering with Sales, Customer Success, and cross-functional GTM teams on high-value enterprise opportunities.
- Highly analytical with the ability to extract and translate performance data into client value and strategic recommendations.
- Comfortable contributing to public-facing thought leadership, including content, presentations, or industry participation.
- Strong cross-cultural collaboration skills and ability to work across diverse markets and teams.
- Proven ability to connect business goals and challenges in BFSI with measurable marketing and attribution solutions, creating value-based narratives for enterprise stakeholders.
- Based in Bangkok; willingness to travel within APAC as needed.
Why This Role Matters
This role enables AppsFlyer to serve one of the region’s most valuable and complex verticals with greater precision. The BFSI Industry Lead helps create structure, shareable insights, and scalable value within an industry undergoing rapid change. By consolidating client needs, performance data, and commercial insights under one vertical lead, this role reinforces AppsFlyer's presence in the BFSI ecosystem and drives long-term commercial impact across the region.
Success in this role will be reflected in:
- Supporting vertical-specific ARR growth across APAC through strategic enablement and engagement
- Deepening AppsFlyer’s footprint within Tier-1 BFSI clients across APAC
- Strengthening AppsFlyer’s reputation as a trusted measurement and attribution partner in the BFSI ecosystem
- Driving thought leadership via high-quality content, client-facing insights, and industry participation
- Building alignment with Sales, CS, Product, and Marketing on BFSI priorities and execution
As a global company operating in 16 countries across 5 continents, we reflect the human mosaic of the diverse and multicultural world in which we live. We ensure equal opportunities for all of our employees and promote the recruitment of diverse talents to our global teams without consideration of race, gender, culture, or sexual orientation. We value and encourage curiosity, diversity, and innovation from all our employees, customers, and partners.