Head of Performance, Digital Marketing

About Standard Chartered
We're an international bank, nimble enough to act, big enough for impact. For more than 160 years, we've worked to make a positive difference for our clients, communities, and each other. We question the status quo, love a challenge and enjoy finding new opportunities to grow and do better than before. If you're looking for a career with purpose and you want to work for a bank making a difference, we want to hear from you. You can count on us to celebrate your unique talents. And we can't wait to see the talents you can bring us.

Our purpose, to drive commerce and prosperity through our unique diversity , together with our brand promise, to be here for good are achieved by how we each live our valued behaviours . When you work with us, you'll see how we value difference and advocate inclusion. Together we:

• Do the right thing and are assertive, challenge one another, and live with integrity, while putting the client at the heart of what we do
• Never settle, continuously striving to improve and innovate, keeping things simple and learning from doing well, and not so well
• Be better together, we can be ourselves, be inclusive, see more good in others, and work collectively to build for the long term

In line with our Fair Pay Charter, we offer a competitive salary and benefits to support your mental, physical, financial and social wellbeing.

• Core bank funding for retirement savings, medical and life insurance, with flexible and voluntary benefits available in some locations
• Time-off including annual, parental/maternity (20 weeks), sabbatical (12 weeks maximum) and volunteering leave (3 days), along with with minimum global standards for annual and public holiday, which is combined to 30 days minimum
• Flexible working options based around home and office locations, with flexible working patterns
• Proactive wellbeing support through Unmind, a market-leading digital wellbeing platform, development courses for resilience and other human skills, global Employee Assistance Programme, sick leave, mental health first-aiders and all sorts of self-help toolkits
• A continuous learning culture to support your growth, with opportunities to reskill and upskill and access to physical, virtual and digital learning
• Being part of an inclusive and values driven organisation, one that embraces and celebrates our unique diversity, across our teams, business functions and geographies - everyone feels respected and can realise their full potential.

Recruitment assessments - some of our roles use assessments to help us understand how suitable you are for the role you've applied to. If you are invited to take an assessment, this is great news. It means your application has progressed to an important stage of our recruitment process. The Role Responsibilities
The purpose of this role is to enable the Bank to drive Digital Sales & Marketing through Performance based Digital Marketing for our Personal retail banking segment across all paid, owned and earned channels. The role will be accountable for designing and driving the Performance Marketing agenda working closely with Personal Banking business and execution teams to identify and support execution of Performance marketing initiatives which drive measurable lift on digital sales & marketing goals. It requires proven leadership, outstanding stakeholder management and knowledge of performance marketing across all digital channels, paid media, data and digital analytics tools, content optimisation, website and app merchandising and optimisation, keyword research and strategy. Deep AdTech and MarTech experience, campaign management tools and capabilities are critical for this role.. Extensive knowledge of marketing performance management, paid media buying processes and tools is a pre-requisite, with hands-on experience with running marketing campaigns.
To achieve this, the role holder will be part of a Global team of Digital Sales & Marketing experts and is required to:

• Design and implement a Digital Sales & Marketing measurement framework, setting measurement standards, driving execution of attribution modelling, designing reporting, reviewing and streamlining processes, to create transparency on Digital Sales & Marketing performance and set the basis to Performance Marketing optimisation
• Co-design and implement a Performance Marketing approach and methodology together with Brand & Marketing and Personal Banking teams, reviewing and streamlining processes, reviewing governance, defining clear roles and responsibilities within the design and execution of performance marketing initiatives
• Provide guidelines, best practices, and recommendations to execution teams to optimise Paid media budgets, Conversion rates and Performance across digital channels and platforms within the sales funnel and deliver sales uplift, supporting ideation and prioritisation of performance marketing optimisation initiatives. Build and maintain toolkits, tests libraries and trainings to optimise marketing performance and upskill execution teams, keeping up-to-date with global best practices, innovations and tech developments within the performance marketing space in order to continuously innovate and drive superior marketing performance
• Partner with Data, Technology, Build, MarTech stakeholders in charge of building capabilities (in particular Digital Analytics, Test & Target, DMP tools) to ensure alignment and prioritization of capability building with business needs
• Partner with Brand & Marketing and Media agencies stakeholders to ensure alignment and prioritization of marketing initiatives and media buy processes with business priorities

Digital Sales & Marketing measurement

• Collaborate with data analytics and digital stakeholders to ensure comprehensive mapping of touchpoints across digital platforms and channels in order to map granular end-to-end digital sales funnel performance
• Design dashboards, measurement and reporting tools to track granular performance across all steps of the digital sales funnel, by channel, campaign, ad set, click source
• Collaborate with Technology, Data and Build teams to identify and leverage all tools to gather insights on digital sales & marketing performance (including analytics, heatmaps, customer journey mapping, etc)
• Create standard reporting and business insights for measurement and assessment of digital sales & marketing performance
• Design measurement methodology to support prioritisation of testing initiatives and assessment of outcomes of the tests and campaigns using statistical significance, control groups, etc.
• Support the design and implementation of page tagging, configuration of testing and targeting campaigns, and report construction

Performance Marketing framework

• Review and update the framework for Digital Sales & Marketing target setting and tracking with products, segments and countries stakeholders and align stakeholders to ensure consistency in digital implementation within the guidelines
• Design and implement performance marketing framework and methodology, reviewing and updating playbooks to drive performance marketing across all channels by using MarTech stack and tools available, to be delivered within an agile operating model, including management of Search (SEO/SEM), Display, Social, Aggregators, Affiliates, Partners, KOLs, as well as ongoing management of online conversion rate optimisation
• Develop and implement clear structures of accountability within performance marketing to ensure team members can perform successfully in their roles and there is clear oversight / supervision / decision making to deliver performance optimization initiatives
• Evaluate maturity of marketing capabilities and processes and deliver recommendations for continuously streamlining efforts and improving digital sales & marketing performance results
• Create and disseminate test & learn culture within the organisation to drive performance marketing optimisation

Performance Marketing Guidelines, Best practices, Toolkits and Libraries

• Design and disseminate guidelines and best practices to identify and execute performance marketing initiatives across channels, including SEO, SEM, Display, Social, Video, Aggregators, Affiliates, Partners, KOLs, etc.
• Run regular assessment and review of performance of digital sales & marketing actions with execution teams, providing them with advice and recommendations to optimise performance across all digital channels
• Identify new concepts and innovative technologies to seamlessly acquire and nurture customers, tailoring them to markets and segments and socializing them with key stakeholders in order to execute them
• Build, maintain and disseminate a library of best practices, successful campaigns launch/optimisations and tests with key learning and recommendations
• Build, maintain and disseminate toolkits to drive performance marketing across all performance levers for all channels
• Ensure the provision of ongoing training and development of execution teams to drive performance marketing

Alignment with Data, Technology, Build and MarTech

• Be an advocate for investment in transformational initiatives (e.g. building Marketing Technology capabilities, standardizing digital sales measurement) that drive digital sales and marketing volumes and efficiency, collaborating with the Bank's stakeholders to deliver them
• Collaborate with a range of partners, e.g., MarTech, Data Analytics, Web Management, Online/Mobile platforms, Digital Banking, Brand & Marketing, Marketing agencies, Legal, Compliance, Security, in order to prioritise capability building and ensure access to the right tools and support to deliver execution of Performance Marketing

Alignment with Brand & Marketing and Marketing agencies

• Collaborate with a Brand & Marketing and Digital partners and agencies to align Performance Marketing actions with overall Brand & Marketing agenda and drive synergies and best practices sharing amongst campaigns and Segments

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 Regulatory & Business Conduct
• Lead to achieve the outcomes set out in the Bank's Conduct Principles : Fair Outcomes for Clients; Effective Financial Markets; Financial Crime Compliance; The Right Environment.

Our Ideal Candidate

• Graduate degree
• 10+ years of experience in running digital marketing for large-scale brands, in house or through digital agencies;
• 5+ years working in a product marketing capacity preferred, i.e., partnered closely with Agile development teams
• Ability to understand the key business objectives and create a Media optimisation and measurement strategy with strong focus on online sales growth by working with SEO, Web, digital and products team.
• Compelling vision of the future of Marketing and translation into effective strategies and actions

Role Specific Technical Competencies

• Expert knowledge of Paid Media tools, including DMP, DSP, Ad servers, Bidding tools
• Expert knowledge in all Paid, owned and earned media channels, including Search, Programmatic Display, Affiliates, Aggregators, Social Media.
• Experience designing and implementing best in classed CRM (customer relationship management) acquisition and retention programs across different customer segments.
• Expert knowledge of digital marketing principles such as funnel optimization UX, SEO & Landing Page optimization & experience in running A/B tests for campaigns and deriving customer insights necessary.
• Deep experience in planning and buying of display media, building campaigns, implementing bidding strategies. Experience with programmatic buying a plus
• Knowledge of Onsite optimization and SEO principles and best practices
• Experience collecting/analysing data and generation actionable insights using analytics and campaign management programs, e.g., Google Analytics, Adobe, DoubleClick Campaign Manager
• Knowledge of optimization and campaign management systems, e.g., CMS, Tag Management, Atlas, Adobe Analytics, Google Analytics, Adobe Target, Adobe Audience Manager
• Working Knowledge of other analytics and data visualization tools, including Google Analytics, Google Trends, Google Data Studio, Tableau, Adobe Analytics, Event Tracking and Tagging (Google Tag Manager, Adobe Launch)

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