Mastercard picks new VP of integrated marcomms for SEA

Mastercard has named Dheeraj Raina as its new vice president and head of integrated marketing and communications (IMC) for Southeast Asia, according to a statement by the global payments technology company.

Based in Kuala Lumpur, Malaysia, Raina will bring his deep marketing experience and expertise to facilitate strategic marketing, partnerships and activations in the region, which comprises 10 markets.

He will lead a team that cuts across brand, consumer marketing, product marketing, sponsorships and communications, and work closely with business leads and country managers to facilitate business growth. He will also focus on boosting consumer engagement through Mastercard’s long-standing marketing platform, Priceless.

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“Raina arrives at a crucial juncture for Mastercard in Southeast Asia. With unparalleled market potential, a rapidly growing digital economy and significant cross-border opportunities, the region holds significant importance for the company," said Safdar Khan, division president, Southeast Asia at Mastercard.

"Raina's vast experience and his passion for tech and data will add substantial value to our marketing and communications efforts, accelerating the company to greater heights and reinforcing Mastercard’s market leadership in the Southeast Asian payments ecosystem. We have every confidence that he will make a positive impact to the company and contribute to its continued success,” he added. 

With over 18 years of marketing experience, Raina has held senior leadership roles at several of the world’s largest media agencies, including as CEO of Dentsu Malaysia and managing director of Mindshare Malaysia, where he was responsible for overall business growth, working with major clients and managing diverse specialist teams.

His previous agency roles include managing director of Malaysia and Cambodia at digital media agency ADA and general manager and head of strategy at Mindshare Malaysia.

Prior to joining Mastercard, Raina was the chief marketing and strategic communications officer at Petronas’ clean energy solutions subsidiary, Gentari, where he spearheaded marketing, branding, and strategic marketing communications.

“I am extremely excited to take on this role in this fascinating and fast-moving region. Southeast Asia is home to some of the world’s most digitally-engaged consumers, and I look forward to furthering Mastercard as an ecosystem enabler so that even more people can participate in the thriving digital economy and reap the benefits that technology can bring," said Raina.

"I am thrilled to join the amazing Mastercard team in Southeast Asia, and to collaborate with partners, customers and other stakeholders to facilitate the creation of an inclusive ecosystem and drive digital transformation across the region," he added.

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