The Role Responsibilities
Paid Media is a key Acquisition Channel for SCB and the incumbent will be responsible for leading the Global Performance Media strategy for the Wealth, Retail and Business Banking group. The Paid Media Lead will be responsible for managing the channel’s innovation pilot test media, optimization, budgeting, performance management and reporting processes.
The candidate will oversee progress of Group DSM Paid Media initiatives, new performance media platform opportunities, conversion optimization improvements, channel expansion and process improvements.
Based in Singapore, the Global Paid Media Lead will lead the vision and implementation of Paid Media standards and strategy along with members of the Digital and Brand & Marketing teams. The incumbent will work closely with the Digital Sales teams, Martech, Brand & Marketing, Agencies, data and analytics, and risk teams to enable Paid Media enhancement initiatives, through ideation of Paid Media performance opportunities, prioritizing & conducting rapid test and learn programmes with Country squads. Ultimately, the person will act as a facilitator and connector between core team members of the cross-functional agile squad and stakeholders who manage key digital marketing platforms.
The role requires proven leadership, outstanding stakeholder management and in-depth technical knowledge of Paid Media platforms, optimization strategy, digital tools and analytics. Strong knowledge of Paid Media platform.
Performance media experience is a pre-requisite, with deep hands-on experience in running global Paid Media campaigns, measuring results using Analytics tools and in-depth understanding of variables that impact Paid Media performance.
Strategy
· Define Paid Media strategy along with country Digital Marketing Squad leads and drive alignment with partner teams and LOBs
· Act as an internal Paid Media champion and evangelize Digital Marketing best practices in different internal forums & communicate acquisition updates/ plans and performance to the wider organization and leadership on a regular basis
· Act as “air traffic control” for Paid Media channel – has strong understanding of SEM, Display and programmatic channels
· Partner with country Digital Marketing leadership team in conceptualizing and designing first in market Paid Media platform pilot test across lines of businesses – grounded in analytics, measurement and Test & Learn
· Manage dependencies and efficiently communicate plans, issues and results with senior management on a proactive and regular basis
Business
· Monitor Paid Media performance of SC and its top competitor sites through standardized dash boards
· Define and track KPIs for campaign testing.
· Lead Paid Media improvement initiatives by establishing standards for metrics and measurements, E2E Digital Sales funnel optimization in partnership with the Country Digital Marketing leadership.
· Engage with data analytics to assess & report test performance and projections
Processes
· Keep up to date with the latest SEO and SEM trends in the industry and maintain a good working knowledge base of articles and learnings.
· Collaborate with a range of partners, e.g., Online/Mobile platforms, Digital Banking, Brand & Marketing, Marketing agencies, Legal, Compliance, Security
· Own interaction points with members of the wider global teams (e.g., Squad Leaders, Digital Sales and Marketing Head of countries, analytics specialist etc.) and any other relevant stakeholders to get SEM
Risk Management
· Monitor all major risk issues and concentrations. Where appropriate, direct remedial action and/or ensure adequate reporting to Risk Committees
Governance
· Promote an environment where compliance with internal control functions and the external regulatory framework is a central priority of the business
Key stakeholders
· Regional Heads of Corporate Affairs, Brand and Marketing
· Global Head of Corporate Affairs, Brand and Marketing
· Global Head of Retail Marketing
· Global Head of Analytics and Data Management
· Global Head of Digital Commerce
· Global Digital teams
Our Ideal Candidate
· 15 plus years of professional experience in developing and executing Paid Media strategy is critical.
· Running Paid Media campaign for a large-scale brand across multiple markets is a big plus.
· Proficiency and knowledge of working and implementing a cohesive Paid Media and Digital Sales strategy in addition to experience in measurement and Attribution Modelling is essential
· Expert knowledge of Paid Media platforms , including SEM, Display, Programmatic , Social, Google ADs, DV360 and Adobe analytics.
· Working Knowledge of other analytics and data visualization tools, including Google Analytics, Google Trends, Adobe Analytics, Event Tracking and Tagging is essential
· Experience in managing Paid Media in Retail banking or financial services is an added advantage.
· Strong collaboration, consensus building, problem resolution and communication skills are a prerequisite and experience of working in an Agile environment is a huge plus
· Bachelor’s Degree required; graduate degree preferred
· Training: Google Ads, Facebook Ads, Media Planning, Buying and Optimization and Ad Exchanges, Sem, Display, Programmatic, Ad Serving
Role Specific Technical Competencies
· Java
· Database
· Spring
· Process Standards
· Test Documentation
· Agile Knowledge
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.
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