Global Customer Lifecycle Strategist

Employer
Standard Chartered Bank
Location
Singapore, Singapore
Salary
Competitive
Posted
19 Sep 2022
Closes
04 Oct 2022
Ref
16926948
Industry Sector
Finance - General
Employment Type
Full Time
Education
Bachelors
The Role Responsibilities
Standard Chartered is seeking a highly seasoned, Customer Lifecycle Strategist to reimagine our customer communication strategy, global framework and in country execution plans.
We are looking for someone that can combine their banking and finance knowledge, CLM program expertise and strategic agility to unlock timely, contextually relevant customer lifecycle campaigns. You will be someone that is passionate about putting the needs of our customers at the centre of everything; with proven experience developing a segmentation operating model and designing customer communications across the relevant digital and physical channels.
The successful candidate will guide the corresponding marketing technology investments and ongoing backlogs, be a stakeholder in our personalization agenda and evangelize best of breed practices.
  • Formulate and lead the baseline lifecycle communication strategy with country segment teams and deliver marketing channel effectiveness
  • Grow customer lifetime value and retention rates by helping the markets implement and optimize of triggered programs portfolio
  • Advocate the value of customer marketing, eCRM best practice and performance
  • Build relationships and influence diverse stakeholders, partners and multidisciplinary teams
  • Effectively partnering with analytics and working with complex diverse data sets (transactions, products, channels, web) to deliver on ROI targets
  • Develop responsive direct communications and partner with business owners and designers to specify propositions and creative that engage and bring segments to life
  • Responsible for maximising reach, reduce opt-out and increase lifetime on database.
  • Design and execute cross channel revenue attribution reports and business dashboards.
  • Develop a CLM style guide, creative and marketing assets in partnership with digital sales and marketing teams
  • Collaborate with product on an effective promotional plan, reviewing performance against agreed plan to derive insights and an action plan
  • 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
Education and Experience Required:
  • Typically 8+ years' hands on experience in CRM
  • At least 5 years working in the banking and finance sector
  • Regional experience in a matrix structure as a minimum, with global experience a plus
  • Initiate and drive innovative/breakthrough cross-functional and cross organizational strategies and tactics that generate revenue and market share
  • Proven collaborator and effective communicator to internal and external partners
  • Ability to move quickly and comfortable dealing with ambiguity
  • University or Bachelor's degree; advanced degree or MBA preferred
Knowledge and Skills Required:
  • Proven track record of driving growth for an eCommerce and/or transactional business through an effective and optimized combination of promotional contact strategy and customer lifecycle programs
  • Sound experience with complex, trigger-based program set-up (using marketing automation tools like Marketing Cloud, Marketo, Eloqua, etc) across different channels
  • Proficiency with email marketing platforms and in-depth experience on CRM operations, databases and processes
  • Defining, prioritizing and leading business performance and customer insights
  • Highly analytical with expert database management skills
  • Ability to effectively navigate themselves in a complex, matrix organization
  • Create new consulting frameworks for delivery and contributes to tools, templates and intellectual capital
  • Decision-making implications extend to multiple functions and/or businesses and impact the business directly
  • An awareness of emerging trends that may impact the overall business model
  • Strong knowledge in IT systems - Microsoft Dynamics, SQL, Data Modelling, Oracle CRM, Salesforce, Adobe, etc
Key Stakeholders
  • Regional Heads of Consumer Private and Business Banking
  • Regional Heads of Corporate Affairs, Brand and Marketing
  • Global Head of Corporate Affairs, Brand and Marketing
  • Global Head of Retail Marketing
  • Global Head of Personal Segment
  • Global Head of Analytics and Data Management
  • Global Head of Payments, Deposits and Mortgages
  • Global Head of Credit Cards and Personal Loans
  • Global Head of Digital Commerce
  • COO, Consumer Private and Business Banking
  • Tribe Leads
  • Corporate Affairs, Brand and Marketing teams
  • Consumer Private and Business Banking teams
  • Credit Cards and Personal Loan teams
  • Payments, Deposits and Mortgages teams
  • Wealth Management teams
  • Support Functions - Retail Operational Risk, Retail Banking CFCC, ITO, Finance, GIA etc

Our Ideal Candidate
  • Bachelor's Degree required; graduate degree preferred
  • 5-7 years of experience in digital marketing and sales with specific focus on conversion rate optimization; Minimum 3+ years working in a product marketing capacity preferred, i.e., partnered closely with Agile development teams
  • Proven experience in running A/B and MVT tests for campaigns and deriving customer insights
  • Expert knowledge of digital marketing principles such as funnel optimization UX, SEO & Landing Page optimization
  • Expert knowledge of Adobe and Google Tech stack, in particular strong hands-on experience and expertise with using Adobe Target, Adobe Audience Manager, Adobe Analytics, Google Analytics, Google Optimize
  • Knowledge in Web Development and Front end management
  • Knowledge of other campaign management systems, e.g., CMS, Tag Manager, Doubleclick, etc. is a strong plus
  • Strong understanding of user experience design principles and design thinking
  • Compelling vision of the future of Digital and translation into effective strategies and actions
  • Exceptional troubleshooting skills and should thrive in high expectation scenario with many stakeholders
  • Efficient and confident communicator with very strong relationship building skills
  • Energy and desire to succeed; follows through on commitments; pushes self and others to deliver exceptional results
  • Strong collaboration, consensus building, problem resolution and communication skills are a prerequisite
  • Understanding of the issues related to the decision-making process; ability to analyze situations fully and accurately, and reach productive decisions
  • Experience in Retail banking is a major plus
  • Experience in working with data analysts to project and report behavioral and revenue data is a strong plus
Personal
  • Strong strategic acumen coupled with strong execution capability
  • Relationship building & influencing - able to build strong relationships across internal and external stakeholders. Adept at working across matrix organization
  • Team leadership - Able to build strong strengths in Group Digital Sales & Marketing and provide leadership and expertise to Regional and Country managers
  • Proven transformational leadership skills with first-class communication skills
  • Strong collaboration, consensus building, problem resolution
  • Excellent people management and talent development skills
  • Cultural sensitivity and awareness
Role Specific Technical Competencies

  • Data Gathering and Analytics
  • Digital Marketing Channels
  • Key Performance Indicators

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 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.
Visit our careers website www.sc.com/careers

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