Head of Brands & Communications

Company Introduction

As part of the global VEON Group, we are expanding into the digital financial services market to serve a broader customer base and strengthen our role in Bangladesh’s digital ecosystem. To advance this initiative, we have obtained a Payment Service Provider (PSP) license via our newly established subsidiary called - NEO PSP Limited, a next-generation payment solutions company.

Operating as a wholly owned subsidiary of Banglalink, one of the country’s leading digital operators, NEO PSP is built on the vision of enabling a cashless and connected future. The company empowers businesses to accept and process payments seamlessly through a secure, efficient, and scalable payment gateway, supporting the growth of digital commerce across Bangladesh.

Leveraging Banglalink’s trusted digital ecosystem and technological expertise, NEO PSP aims to simplify financial transactions for enterprises of all sizes — from startups to large corporations. Our platform would support diverse payment methods, ensuring speed, reliability, and transparency in every transaction.

At NEO PSP, we are committed to enabling digital financial (FINTECH) inclusion and accelerating Bangladesh’s journey toward a smarter digital economy. With innovation, compliance, security, and customer trust at our core, we strive to become the preferred payment solutions partner for businesses nationwide.

Job Description

• Own the Mukto Pay brand: brand strategy, positioning architecture, visual identity, tone of voice, and the brand’s relationship to the Banglalink master brand. Set the standards and enforce them.
• Build brand equity in a category where the incumbent’s name has become the verb for the category. Track awareness, consideration, trust and intent against that incumbent, and own the targets.
• Own ATL: mass-reach campaigns, media strategy and buying, creative development and production, and the selection and management of agencies.
• Own BTL execution capability: agent-point activation, merchant sign-up drives, field activity, community and referral mechanics — delivered jointly with Distribution.
• Time ATL and BTL together. Awareness we cannot convert is a cost; conversion capacity we do not fill is a waste.
• Turn the value proposition into its expression — including the single sentence an agent can say to a customer standing in front of them. The Product Owner owns the proposition and its truth; Marketing owns how it is said.
• Run product marketing for every launch: launch narrative, creative, collateral, agent and merchant materials, and in-app and channel communication — delivered to the dates in the GTM plan, not after them.
• Own the always-on brand budget and its return. Execute the product campaign budgets that sit with the Product Owner within the funding envelope, and pause a campaign when realised CAC breaches its ceiling.
• Hold the measurement discipline: every campaign line maps to acquisition and to a CAC ceiling; brand spend is measured on awareness and assisted acquisition, and is not claimed as direct conversion.
• Own corporate communication, PR, sponsorship and the external narrative, working with Compliance on anything regulatory-facing.
• Ensure every claim, tariff presentation and promotional mechanic meets Bangladesh Bank disclosure expectations and Banglalink brand governance before it reaches the market.
• Build and lead the marketing team — brand, product marketing, digital, creative and agency management — and the agency roster behind it.

Academic Qualification

• Bachelor’s or master’s degree, preferably in marketing, business, communication or economics.
• Another discipline is acceptable where the brand-building track record is strong.

Job Experience Required

• At least 10 years in marketing, including 4 or more leading a marketing function or a major brand in a consumer business.
• Proven brand building in a mass consumer category — telecom, FMCG, MFS or fintech, retail banking, e-commerce or consumer durables.
• Has run both ATL and BTL at national scale, with direct accountability for media buying and agency performance.
• Experience launching a new brand, or competing against an entrenched market leader, is a significant advantage.
• Bangladesh or comparable South Asian market experience strongly preferred — this role has to read the market, not only the brief.

Required Capabilities

• Can state a brand position in one sentence and defend it against the pull to say everything.
• Knows the difference between what marketing can fix and what only the product can fix — and says so rather than out-spending it.
• Numerate about media: reach, frequency, cost per acquisition, assisted versus direct effect.
• Manages agencies as suppliers with targets, not as partners with budgets.
• Builds as fluently for a low-literacy, low-bandwidth, agent-mediated customer as for a smartphone-first one.
• Accepts that the Product Owner owns the proposition and the product campaign budget, and does not confuse expression with ownership.
• Direct with the CCO and the CEO about what a campaign will and will not deliver.
• Fluent written and spoken English, and strong Bangla.

Banglalink Digital Communications is one of Bangladesh’s leading telecom and digital service providers, committed to transforming the way people connect, communicate, and innovate. As a subsidiary of VEON, Banglalink combines global expertise with a deep understanding of local needs to deliver cutting-edge services to millions of customers across the country. Our Employer Value Proposition (EVP) is ‘Lead the Future’, and this is reflected in all levels of our organization. Our workplace is designed to inspire and empower individuals, creating an environment where ideas thrive, contributions are valued, and innovation flourishes. We encourage every team member to take initiative, explore new possibilities, and grow both personally and professionally in a fast-evolving digital landscape. At Banglalink, we are committed to foster a supportive and inclusive culture that celebrates diversity and encourages collaboration. We actively create opportunities for all individuals to succeed, while our learning initiatives and digital upskilling programs, ensure our people are equipped to excel in their careers and shape the future.

Banglalink is a place where innovation, agility, and understanding come together to create meaningful impact. Join us and be part of a team that’s reshape the future of connectivity and digital transformation.