Head, CPBB Marketing Strategy

Standard Chartered Bank
Singapore, Singapore
05 Mar 2023
04 Apr 2023
Industry Sector
Finance - General
Employment Type
Full Time
Role Responsibilities

  • The Head of Marketing Strategy will have a holistic vision strategizing all the marketing activities across segments and products for CPBB in accordance with CPBB business ambitions and CABM strategy. He/she will formulate strategic, data-based and 360 integrated marketing strategy leading his/her team, partnering with Head of Affluent Marketing, Head of PB Marketing, Business Heads and Marketing Heads in the markets.
  • The role will inspire and enhance team capabilities to take a marketing science and data-centric approach to help manage budgets in support of CPBB's strategies and priorities.
Marketing Strategy Ownership
  • Lead the marketing strategy and planning team in formulating effective marketing and strategies to support business growth.
  • Develop Marketing Strategy for CPBB globally, in sync with CPBB business strategy, segment strategy, in-market marketing plans, and Group CABM.
  • Oversee Marketing Effectiveness Workstreams, and own ROMI develop and delivery with the head of marketing effectiveness.
  • Drive a client centric approach to marketing planning using insights developed by the IDA team.
  • Oversee development of strategic marketing projects for various CPBB businesses.
  • Be a data evangelist and champion the use of client insights and data to support marketing, and content decision-making to attract, engage and retain buyers and sellers.
  • Set KPIs and OKRs for Demand Generation, Lead Generation across markets. With the Global Head of CABM for CPBB, define, set and own the CABM strategic OKRs for Clients (CPBB), ensuring continued delivery and tracking against these with the relevant KR owners.
  • Champion Marketing Science within CPBB marketing.
People & Leadership
  • Lead and manage a team of seasoned professionals across Marketing Strategy, Marketing Effectiveness and Strategic Projects.
  • Develop strong internal relationships across all markets and business teams to ensure effective partnerships among colleagues across CPBB.
  • Ensure all team members have clear objectives, targets and development plans and that there are strong retention plans around key talents and succession plans for key positions.
  • Acquire and retain top talent.
  • Evaluate current capabilities, identify any gaps and prioritise development activities to ensure that current and future marketing needs are met.
  • Ensure teams are structured to foster collaborative working and approaches across markets and central team.
Budgets and Finances
  • Working closely with the Global Head of Marketing & Communications, to manage the CPBB marketing budget.
  • Work closely with CABM and CPBB finance to create one view of the marketing budget.
  • Working closely with COO team and finance to ensure budget allocation and prioritisation.
  • Review budget versus spends with key stakeholders regularly to ensure alignment and cost effectiveness.
Risk Management
  • Manage marketing standards to reinforce overall SC brand positioning through consistency in tone, manner, look and feel, and gain competitive market advantage.
  • Implement a standardised affluent marketing operating rhythm including market planning, campaign execution, performance tracking and stakeholder engagement model.
  • Understand 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.
  • Lead the CPBB Marketing Strategy team to achieve the outcomes set out in the Bank's Conduct Principles. Fair Outcomes for Clients, Financial Crime Compliance, The Right Environment.
  • Effectively and collaboratively identify, escalate, mitigate and resolve risk, conduct and compliance matters.
Key Stakeholders
  • Leaders and peers in Corporate Affairs, Brand and Marketing (global, regional and local)
  • Leaders and peers in the CPBB Management teams (global, regional and local)
  • Third party creative and media agencies
Our Ideal Candidate
  • Bachelor's or Master's degree in Marketing, Business, or a related field.
  • 12+ years of experience in marketing, with at least 5 years in a leadership role.
  • Strong track record of developing and executing successful marketing strategies for U/VHNW segments, or in financial services/wealth management.
  • Strong strategic and analytical skills and ability to make data-driven decision, or even in the face of incomplete data
  • Strong expertise in vendor management, stakeholder management, team management
  • Strong understanding of emerging marketing tools, channels, technology and marketing effectiveness
  • Excellent communication and interpersonal skills.
  • Experience in marketing for U/VHNW segments and/or in the financial services industry is a plus.
  • Fluent in written and oral communication, and another Asian language would be preferred.
Role Specific Technical Competencies
  • Marketing Strategy and Positioning
  • Market Research and Analysis
  • Event Management
  • Promotion
  • Planning: Tactical, Strategic
  • Digital Marketing Channels
  • Establishing and Maintaining Trust
  • Organisational Communications
  • Consulting
  • Creativity
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