Pine Labs - Associate Director/Senior Director - Business Marketing

About Pine Labs:
Pine Labs is the Commerce OS for the Global Southa $1.5B+ business scaling to $5B+ across India, Southeast Asia, UAE, and Africa. We're launching new product lines, entering new markets, and building a unified platform narrative across merchant and enterprise segments.
The challenge: we need to write new playbooks, not execute existing ones. This requires a marketing leader who thinks like a business strategist first, marketer second.
The Role:
You're a strategic operator who identifies high-impact opportunities across our portfolio and drives them to commercial success. You stand up new markets, launch category-defining products, and orchestrate complex cross-portfolio GTM motions.
You own outcomes: pipeline contribution, acquisition economics, revenue attribution, time-to-market. You make growth vs. profitability trade-offs with clear business judgment. You see cross-sell, bundling, and platform opportunities that siloed teams miss.
Creativity differentiates: you bring fresh thinking to tired categories, craft campaigns that connect human-to-human, and reject formulaic approaches when the opportunity demands something bolder.
Scope: Associate Director to Senior Director depending on experience. You'll lead specific initiatives or architect our entire strategic growth agendacalibrated to your capability.
What You Own:
- Market entry strategy: sequencing, positioning, target segments for multi-product launches
- How products complement, extend, or redefine our value proposition
- Enterprise acquisition: airlines, e-commerce platforms, corporate clients, hospitality
- Cross-portfolio synergies: bundling strategies that create disproportionate value
- White-space opportunities: segments and use cases between existing product mandates
- Cross-functional execution: lead product, sales, partnerships to solve business unit growth constraints

- Strategic advisory to CMO: portfolio decisions and resource allocation
- Commercial accountability: channel mix, segment prioritization, monthly business impact reporting
Success Looks Like:
- New market/business line launched on-time, on-budget with clear revenue contribution
- Cross-portfolio synergy activated that drives measurable incremental revenue
- Business heads seek your partnershipyou're a strategic peer, not support function
- CMO trusts you to own initiatives end-to-end; your recommendations shape company strategy
- Speed: market entry defined in weeks, not months
Minimum Qualifications:
1. Experience:
- 10-16+ years in B2B or B2C marketing (Tech, CPG, fintech, payments), with 3-8+ years in senior leadership. Track record of strategic impact, not just tenure.
- Market Entry & GTM: Launched products/brands in new markets. Established category or drove rapid brand build. Pipeline/revenue attribution in high-growth contexts.
2. Commercial Acumen:
- Own business metrics (pipeline, CAC, LTV, unit economics, ROI). Model profitability, make growth vs. margin trade-offs. Think like a BU owner.
3. Cross-Functional Leadership:
- Lead complex, multi-stakeholder initiatives. Orchestrate product, sales, partnerships. Resolve conflicts without escalation.
4. Strategic Thinking:
- See connections across products and architect as unified platform. Identify cross-sell and bundling opportunities. Think in systems, not silos.
5. Creative Marketing & H2H Mindset:
- B2B and B2C are both H2H (human to human)buyer groups differ, but creativity differentiates. Out-of-the-box thinking. Know when to use the playbook and when to rewrite it. Fresh approaches that break through crowded categories.
6. High Autonomy:
- Thrive when the playbook doesn't exist. Decide with incomplete information, move fast, course-correct. No hand-holding needed.
- Preferred: Emerging markets/Global South experience. Enterprise customer marketing (complex B2B buying). Merchant-first or underbanked business models.
Why This Matters:
Pine Labs is at an inflection point. We have product-market fit in core markets and the capital, team, and ambition to become the defining Commerce OS for the Global South. We need operators who write new playbooks, not execute old ones.
This isn't about optimizing campaigns or managing steady-state programs. It's about finding $50M-$100M+ revenue opportunities in white space, standing up category leadership before competitors arrive, and making our platform exponentially more valuable than the sum of its parts.
If you think like a GM, get energized by zero-to-one builds, and want strategic work that translates directly to revenue at scalethis is it. Direct CMO access, strategic autonomy, and the problems that define Pine Labs' full potential.