In a significant development for the financial services sector in Southeast Asia, Mastercard has announced the appointment of Dheeraj Raina as its new Vice President and Head of Integrated Marketing and Communications (IMC) for the region. This move comes at a pivotal time as the company seeks to strengthen its position in a rapidly evolving digital economy.
Raina’s Role: Steering Mastercard Through a Digital Landscape
Raina’s appointment is a strategic decision by Mastercard to harness his deep marketing expertise across the diverse markets of Southeast Asia. His role will encompass leading a dynamic team across various marketing domains, including brand, consumer marketing, product marketing, sponsorships, and communications. This integrated approach is aimed at bolstering Mastercard’s presence and facilitating business growth in the region’s ten markets.
A Rich Tapestry of Experience
Raina brings to Mastercard over 18 years of rich marketing experience. His previous tenure includes significant leadership roles at some of the world’s largest media agencies. Notably, he served as the CEO of Dentsu Malaysia and Managing Director of Mindshare Malaysia, where he played a crucial role in driving business growth and managing diverse specialist teams. His expertise extends to digital media, as evidenced by his roles at ADA and Mindshare Malaysia.
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Focusing on Consumer Engagement and Digital Transformation
In his new capacity, Raina is set to focus on enhancing consumer engagement through Mastercard’s renowned marketing platform, Priceless. He expressed his enthusiasm for the role, noting, “Southeast Asia is home to some of the world’s most digitally-engaged consumers. I look forward to furthering Mastercard as an ecosystem enabler so that even more people can participate in the thriving digital economy.”
A Crucial Juncture for Mastercard
Safdar Khan, Division President for Southeast Asia at Mastercard, highlighted the significance of Raina’s appointment, stating, “Dheeraj arrives at a crucial juncture for Mastercard in Southeast Asia.” Khan emphasized the region’s market potential and the importance of Raina’s experience and passion for technology and data in enhancing Mastercard’s marketing and communications efforts.
A New Chapter for Mastercard in Southeast Asia
Dheeraj Raina’s appointment marks a new chapter for Mastercard in Southeast Asia. His vast experience and strategic approach are expected to drive digital transformation and create an inclusive ecosystem, reinforcing Mastercard’s leadership in the Southeast Asian payments landscape.
