Head, Affluent & Wealth Marketing Engagement

Standard Chartered Bank
Singapore, Singapore
20 Jun 2022
20 Jul 2022
Industry Sector
Finance - General
Employment Type
Full Time
About Standard Chartered
We are a leading international bank focused on helping people and companies prosper across Asia, Africa and the Middle East.

To us, good performance is about much more than turning a profit. It's about showing how you embody our valued behaviours - do the right thing, better together and never settle - as well as our brand promise, Here for good.

We're committed to promoting equality in the workplace and creating an inclusive and flexible culture - one where everyone can realise their full potential and make a positive contribution to our organisation. This in turn helps us to provide better support to our broad client base.

The Role Responsibilities
This role in the global Brand & Marketing (B&M) team, is one of the leading marketing roles supporting the Affluent & Wealth Management teams in the global Consumer, Private, Business Banking (CPBB) business. The role holder in partnership with the global and local Corporate Affairs, Brand & Marketing (CABM) teams will develop the affluent marketing client engagement strategy, plan, and lead the execution of this in pursuit of the 5-year strategic goals.
The role is to lead the centre-of-marketing-excellence, using all elements of the marketing mix, analysis and measurement as required to develop, deliver and demonstrate the performance and value of marketing client engagement and ultimately its contribution to the Bank's results.
The role holder requires proven leadership, outstanding stakeholder management and extensive knowledge, experience and skills in content creation, event management, brand experience and client engagement, targeting the Ultra, Very and High Net Worth segments, in multiple international markets in Asia and the Middle East.
  • Support the growth of AUM amongst affluent clients and acquisition of prospects, by increasing live and virtual engagements by 10x in our key markets
  • Create an affluent client / prospect engagement strategy which positions SCB as an international leader in wealth management, where each interaction builds our credibility and strengthens our brand
  • Create a series of client engagements which are world-class, showcase the wealth content from the Chief Investment Office (CIO), which makes SCB as one of the most sought-after wealth advisory managers by the affluent audience
  • Lead the development of a wealth marketing content strategy, originating topical and desirable themes which leverage the CIO insights to create more than 100k high quality annual engagements
  • Develop an amplification strategy and plan to all active investors in our key markets so that SCB CIO becomes 'famous' and preferred destination for wealth advice
  • Develop content and engagements into a branded property, link to the themes which underpin our key capabilities and reinforce our strategic positioning
  • Execute to be as exciting and anticipated as the best experiences from any affluent category - not the dry experiences most banks deliver
  • Create content and engagements which are appealing to a more diverse affluent audience eg gender, nationality, language etc
  • Build SCB's engagement credibility and partner or create joint events with the best third parties as well as sourcing the best speakers
  • Show that SCB is a leader by experimenting with new technology eg Metaverse, Augmented Reality to stand out and improve experience / memorability
  • Create a formal virtual Private Bank Marketing Forum, cross functional / marketing team across the key markets, regions to leverage properties, resources and be able to reach global headline content / speakers with the local touch and high local relevance
  • Lead the development of engagement themes, bringing together several teams to collaborate to create the supporting content, events, and communications for SCB to become a high-profile thought-leader
  • Develop and regularly review the calendar of events and publish to stakeholders, and project management delivery to agreed milestones
  • Manage supporting agencies as required for delivery content, communications, and experiences
  • Set targets, measure outcomes, analyse and evaluate returns on the business and marketing KPIs, after each campaign and periodically.
People and Talent
  • Be the Single Point of Contact (SPOC) for the Affluent and Wealth Management business teams
  • Continuously champion the client in all interactions with stakeholders
  • Consummate with a leader at this level, support the development of the next generation of marketing leaders
  • Raise the bar on conduct and demonstrate how we are here for good, to clients and colleagues
  • Lead through example and build the appropriate culture and values. Set appropriate tone and expectations across the team and work in collaboration with all partners
Risk Management
  • Manage marketing standards to reinforce overall SC brand positioning through consistency in tone, manner, look and feel, and gain competitive market advantage
  • Manage all client engagements to be globally and locally compliant, especially cross-border and respecting all laws and regulations, as well as best practices for eg privacy

  • Develop and implement a standardised affluent marketing operating rhythm including market planning, campaign execution, performance tracking and stakeholder engagement model
  • Awareness and understanding of the regulatory framework, in which the Group operates, and the regulatory requirements and expectations relevant to the role
Regulatory & Business Conduct

  • Display exemplary conduct and live by the Group's Values and Code of Conduct. Take personal responsibility for embedding the highest standards of ethics, including regulatory and business conduct, across Standard Chartered Bank. This includes understanding and ensuring compliance with, in letter and spirit, all applicable laws, regulations, guidelines and the Group Code of Conduct. Effectively and collaboratively identify, escalate, mitigate, and resolve risk, conduct and compliance matters
Key Stakeholders

  • All Corporate Affairs, Brand and Marketing leaders and teams (global, regional, and local)
  • All Affluent and Wealth Management leaders and teams in Consumer, Private and Business Banking (global, regional, and local)
  • Third party global agencies (TBWA, Dentsu)

Our Ideal Candidate
  • Graduate degree
  • 15+ years of event / experience marketing skills in 'tier 1' companies
  • Deep understanding and experience of multiple markets in Asia
  • Sophisticated operator in large scale brands / complex organisations
  • Leading experience in marketing to Ultra, Very & High Net Worth segments
  • Experience in financial services / wealth management
  • Experience is wealth insights, content creation, marketing promotion
  • Direct experience of managing events and supporting agencies

Role Specific Technical Competencies

  • Key Performance Indicators
  • Effective Communications
  • Brand Management
  • Creativity
  • Planning: Tactical, Strategic
  • Social Media Management
  • Data Gathering & Analysis
  • Marketing Channels
  • Promotion
Apply now to join the Bank for those with big career ambitions.

To view information on our benefits including our flexible working please visit our career pages . We welcome conversations on flexible working.

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