JOB SUMMARY
- The Head, Wealth Marketing & Marketing Strategy, WRB will support the development of Wealth Solutions marketing in the global Wealth and Retail Banking (WRB) business and drive the development of a cohesive marketing strategy for WRB marketing. This role is critical in positioning marketing as a strategic function within the bank, aligning marketing objectives with business goals, and embedding data-driven decision-making across all initiatives. The successful candidate will lead strategic marketing initiatives that amplify the Bank’s awareness and consideration, elevate brand value and drive business growth, while leveraging advanced Martech solutions to enable precision in campaign execution and analytics, enhance efficiency through process automation, and build a culture of continuous improvement in marketing effectiveness and reporting.
- Refer to myHR for guidance on how to define roles and responsibilities.
RESPONSIBILITIES
OVERALL
- Using all elements of the marketing mix, analysis, measurement as required to develop, deliver and demonstrate the performance and value of marketing activity and ultimately its contribution to the Bank’s results.
- Provide leadership, outstanding stakeholder management and extensive knowledge, experience and skills in driving marketing of Wealth Solutions using the whole marketing mix, targeting all HNW segments, in multiple international markets in Asia and the Middle East.
- Shape a unified vision for WRB’s global marketing strategy that aligns with WRB business ambitions and the broader WRB strategy, promoting marketing as a pivotal function within the bank.
- Develop a data-driven marketing framework that uses analytics and insights to guide decision-making, resource allocation, and campaign performance measurement.
- Partner with senior business stakeholders to ensure marketing transformation initiatives integrate with broader digital and business transformation programs, reinforcing marketing’s strategic importance within the bank.
- Lead the global marketing strategy and transformation function, ensuring alignment with the bank’s objectives.
Strategy
- With a deep understanding of the Group’s business strategy, WRB marketing strategy which supports the acceleration of the acquisition of target clients, increasing the proportion who are wealth qualified and increasing the frequency of their wealth management activity
- Drive the thought leadership of the Wealth Solutions marketing and SME banking in the global and local teams,
- Build SC’s wealth management advisory reputation through marketing,
- Provide strategic input to identifying and improving client journeys from prospect to on-boarding to relationship deepening,
- Lead the team to develop globally consistent, data-centric strategies that support WRB business growth, drive brand value and position WRB’s marketing efforts as best-in-class within the industry.
- Embed marketing science and advanced data analytics in decision-making processes, optimising campaign targeting, personalisation, and real-time adjustments, ensuring that the marketing strategies are aligned with the evolving business needs and marketing conditions.
- Work with Marketing effectiveness team to set and track KPIs to measure the effectiveness of marketing strategies in brand alignment, customer engagement, and business growth.
- Implement innovative technologies and best practices for streamlined execution and maximum impact.
- Foster a culture of continuous improvement, utilising data and technology to drive operational efficiencies and measurable marketing outcomes.
Business
- Lead the development of wealth idea extensions from the brand advertising to be relevant and motivating to all affluent clients
- Drive client adoption of the various digital wealth tools to enhance their experience
- Ensure marketing aligns with revenue goals, customer acquisition, and cross-selling initiatives.
- Tailor marketing approaches to meet local market needs while maintaining global consistency.
- Use insights to drive client-centric marketing strategies.
- Use insights and data to drive a client-centric approach, work closely with finance and insights teams to optimise budget allocation, prioritisation and enhanced marketing effectiveness.
- Ensure that marketing campaigns and messaging reflect the bank's value proposition, resonate with target customers, and strengthen brand loyalty.
Processes
- Provide strategic leadership to our marketing agency partners to elevate strategic and creative solutions, with demonstratable results
- Continuously review in and out of category marketing to HNW clients, identifying marketing insights to leverage / integrate into our plans
- Lead data-driven marketing processes, integrating client insights and performance data to inform marketing strategies and optimise client acquisition, engagement and retention.
- Set and own KPIs for WRB marketing, ensuring delivery and tracking with metric owners.
- Responsible for ensuring efficient and effective use of available budget
People & Talent
- Be the Single Point of Contact (SPOC) for the Wealth Solutions business teams
- Consummate with a leader at this level, support the development of the next generation of marketing leaders
- Build strong internal relationships across WRB to ensure effective partnerships.
- 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
- Support CABM & WRB teams on localising global strategies and implementing them in markets.
- Foster collaborative working and approaches across markets, central and vendor teams.
Risk Management
- Manage marketing standards to reinforce overall SC brand positioning through consistency in tone, manner, look and feel, and gain competitive market advantage.
Governance
- Understand the regulatory framework, in which the Group operates, and the regulatory requirements and expectations relevant to the role.
- Implement a standardised affluent marketing operating rhythm including market planning, campaign execution, performance tracking and stakeholder engagement model .
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
- Leaders and peers in Corporate Affairs, Brand and Marketing (global, cluster and local)
- Leaders and peers in the WRB Management teams (global, cluster and local)
- Leaders and peers in the WRB Marketing teams (global and local)
- Third party creative and media agencies
Other Responsibilities
- Embed Here for good and Group’s brand and values in Global and local marketing roles; Perform other responsibilities assigned under Group, Country, Business or Functional policies and procedures
Our Ideal Candidate
- Bachelor's or Master's degree in marketing, business administration, or a related field.
- 20 plus years of strategic 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 hnw segments
- Experience in financial services / wealth management
Role Specific Technical Competencies
- Marketing Strategy and Positioning
- Market Research and Analysis
- Key Performance Indicators
- Effective Communications
- Planning: Tactical, Strategic
- Digital Marketing Channels & Tools
- Establishing and Maintaining Trust
- Organisational Communications
- Financial Acumen
- MarTech Solutions
About Standard Chartered
We're an international bank, nimble enough to act, big enough for impact. For more than 170 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
- Are better together, we can be ourselves, be inclusive, see more good in others, and work collectively to build for the long term
What we offer
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 leave, parental/maternity (20 weeks), sabbatical (12 months 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
