Senior Director, Business Marketing

About Pine Labs and Our Ambition

Pine Labs operates as the Commerce OS targeting markets in the Global South, focusing on maximizing Gross Merchandise Value in core regions while simultaneously expanding into strategic new territories like the UAE and Africa. Additionally, the company is launching new product lines such as pre-paid solutions and emerging business units. Currently, these efforts are fragmented across various teams with inconsistent messaging. The aim is to consolidate Pine Labs' presence as a unified Commerce OS across these regions and business segments.

Role Overview

The Senior Director of Business Marketing acts as a strategic lead, pioneering marketing initiatives to establish Pine Labs' brand in new territories and business units without relying on existing frameworks. This role requires identifying product bundling strategies, positioning Pine Labs as a cohesive ecosystem rather than a set of isolated products, and accelerating revenue generation. The position serves as a critical liaison between product goals and market realities, and requires business unit-style ownership over portfolio commercial success.

Key Responsibilities

• Develop and own marketing strategies for Pine Labs' entry into new geographies and product lines including pre-paid and emerging products.
• Create go-to-market strategies that position Pine Labs as a unified Commerce OS.
• Identify and leverage cross-portfolio synergies, such as bundled offerings, to maximize merchant value.
• Lead rapid brand establishment efforts in new markets to build awareness, credibility, and customer preference before competitors arrive.
• Oversee the business pod as a unit—responsible for pipeline development, merchant acquisition goals, and revenue impact.
• Manage market entry strategies including timing, positioning, target segments, and bundled messaging.
• Coordinate cross-functional teams—product, sales, and partnerships—to execute unified market launches.
• Define and enforce commercial models comprising merchant acquisition costs, pricing strategies, and profitability forecasts.
• Establish local partnerships and ecosystem integrations to facilitate speedy market penetration.
• Monitor and report monthly on pipeline, acquisition, and revenue metrics.
• Scale Pine Labs’ pre-paid global go-to-market from $1.5 billion to $5 billion in three years.
• Design differentiated marketing approaches for enterprise segments such as airlines, e-commerce, corporate, and hospitality sectors.
• Create unified value propositions integrating Pine Labs with pre-paid products targeted at enterprises.
• Drive market entry in new regions including UAE, Africa, and Southeast Asia.
• Activate cross-selling efforts between large existing customer bases.
• Lead consumer-facing campaigns centered on innovative stored value product concepts.

Qualifications and Requirements

• Over 14 years of experience in B2B SaaS, technology, or payment marketing with at least 5 years in senior leadership roles.
• Proven history of launching products or brands in new markets, especially with evidence of first-to-market or category establishment achievements.
• Experience in enterprise customer marketing rather than retail merchant marketing.
• Familiarity with emerging markets and Global South contexts, understanding merchant-first business models and the dynamics of underbanked populations.
• Strong business acumen including ownership of pipeline, customer acquisition cost, lifetime value, unit economics, and ROI, with the ability to balance growth and profitability strategically.
• Expertise in leading complex, multi-product launches and orchestrating product, sales, and partnership teams to achieve unified goals.
• Skill in resolving cross-functional conflicts independently.
• Ability to conceptualize ecosystem synergies across diverse products and implement cross-sell or bundling opportunities.
• Experience with scaling global SaaS operations across multiple geographies and customer segments.