Job Summary
This role is responsible for development and implementation of the global CCIB digital & performance marketing strategy, in alignment with CABM’s brand, marketing, and communications strategy, and the overall Bank’s business strategy. This strategy should inform CCIB marketing activities across external digital channels, in close collaboration with the Group Digital Channels team.
You should have in-depth B2B marketing experience and a passion for digital technologies. You will work closely with different teams to ensure consistency through all digital marketing channels. You should also provide forward-thinking ideas to build and maintain a strong digital presence.
Responsibilities
This role will be responsible for delivering an always-on Digital Marketing & Performance strategy, and ensuring an integrated approach to owned, earned, and paid media between CCIB, Brand, and Digital Channels, running integrated campaigns aimed at conversion and business growth. Assisting the Global Head of Digital Marketing and Marketing Operations, this role will ensure an audience-centric and insights-driven approach is rolled out across CCIB with the purpose of optimising our spend, and taking our audiences through a full funnel journey, fuelled by StoryLab content, and assisted by the Digital Channels, Brand, and Marketing teams.
Strategy
· Lead the development and implementation of a Global CCIB digital & performance marketing strategy, consistent with the Bank’s overall business strategy
· Given the fast-paced nature of this industry and business, this position holder must naturally embrace change and pivot strategy and approach accordingly
· Deliver on a 'Brand to Demand' Marketing Effectiveness Strategy, optimised for retargeting, across CCIB's Digital Channels, working closely with Brand, StoryLab, the CSO team, and CCIB Business
· Provide thought leadership, strategy, and transformational insights (e.g., digital media buying that improves quality and cost efficiency of campaigns) to the Global CCIB marketing teams within CABM, and the Bank; advance a comprehensive thought leadership agenda externally, to propel the Bank to a leading position in the digital marketing space
o Build a Test & Learn roadmap for Creative Content Effectiveness
o Identify audience overlaps between different paid media teams, and work with internal stakeholders and Agency Partners to eliminate duplicated targeting and cannibalized media spend
· Delivering campaigns aimed at proving Direct Attribution of value between CCIB's Digital Marketing Operations and the Business
· Work with our Global Paid Agency Partners (Dentsu) to design a new SOW aimed at delivering an Always-On content stream, design new workflows and processes, and own Governance and Standards
Business
· Be a digital marketing champion - champion the role of digital in all brand, marketing, revenue, product, and communications activities
o Ensure all digital marketing campaigns live up to our Digital Marketing Guidelines, whilst delivering committed business outcomes
o Provide digital knowledge input to customer and proposition development
· Work with Meta, LinkedIn, Reddit, Twitter, and Google to build on new and existing JBA's to unlock access to new features and programmes
· Deliver a new Operating Model for an Integrated DAM (Bynder), where CCIB regions, and markets can all easily access Brand Compliant content produced by StoryLab and collaborate within the platform on content transcreation and repurposing using a Collaborative Workflow Tool
· Work with the CSO Office to ensure content repurposing and audience sharing with CCIB, aimed at cross-selling sustainable finance products to existing clients
· Work with CRMx team to integrate a MarTech stack linked to CABM's CMS
· Work closely with the IDA team to ensure all digital marketing content creation/decisions are backed by customer insights, and rollout a CCIB-tailored Insights and Data programme driven by audience insights and aimed at performance and effectiveness
o Provide regular digital marketing reporting with meaningful customer insights (e.g., customer experience insights, customer behaviour insights) to drive strategy
Processes
· Oversee and manage digital marketing budgets to ensure appropriate allocation of resources, to yield the most optimum Return on Investment (ROI)
o Drive cost efficiency and effectiveness of all digital marketing campaigns, tools/channels
o Champion ‘test and learn’ initiatives across CABM digital marketing to understand what is most impactful, and optimise future spend
o Ensure Paid Media spend across CCIB is directly attributable to ROTE
· Provide support to the digital marketing team to ensure we achieve and maintain a satisfactory audit rating
· Identify areas for process improvement (e.g., increase marketing content that can be applied omni-digital channels), and recommend ways to increase functional effectiveness and improve operational efficiencies
· Exercise and ensure good business judgement for all digital marketing advertisements/initiatives
· Ensure effective management of operational risks within the function and compliance with applicable internal policies, and external laws and regulations.
People & Talent
· Lead through example, and foster appropriate culture and values within the Digital Marketing team, in alignment with the Bank’s overall values and vision
· Oversee ongoing training and development of digital marketing team members; ensure that they are suitably skilled and qualified for their roles, and have effective supervision in place to mitigate any potential risks
Risk Management
· Possess deep knowledge of the key risks facing the region/market, and digital marketing function; demonstrate a shift towards a proactive, anticipatory approach towards risk
· Ensure compliance with the Bank’s brand, marketing, and communications policies
o Ensure adherence to the Risk Management Framework, Group Code of Conduct and various Policies, Procedures, and Guidelines of the Bank
· Ensure digital marketing (and social media marketing) strategy complies with regional/local legal and regulatory requirements
· Responsible for delivering effective governance of the digital marketing team, capability to challenge fellow executives effectively, and willingness to work with any regional/local regulators in an open and cooperative manner
· Responsible for assessing the effectiveness of the Group’s arrangements to deliver effective governance, oversight, and controls in the business; oversee changes in this area, and how digital marketing affects these processes
· Work closely with the Media, Reputation & Issues team to mitigate any reputational risks possible from digital marketing campaigns, and community initiatives
Governance
· Awareness and understanding of the regulatory framework in which the firm operates, and the regulatory requirements and expectations relevant to the role
· Ensure that Group and regulatory expectations are effectively communicated and met across the entire CABM business
· Where applicable, ensure credit, operational, legal, regulatory, reputation, compliance are held to the highest standards of risk management (at a product and enterprise level as relevant)
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.
Key stakeholders
External Stakeholders
· Vendors & Agencies
Internal Stakeholders
· Group & Regional CABM stakeholders (For strategy alignment & execution support)
· Global CCIB product marketing
· Global CCIB Heads of Business
Other Responsibilities
· Embed Here for good and Group’s brand and values in Corporate Affairs & Brand & Marketing; Perform other responsibilities assigned under Group, Country, Business or Functional policies and procedures.
Our Ideal Candidate
· 10+ years Digital Marketing experience ideally within B2B
· Degree in business administration and/or marketing
· Strong organisational and time management skills
· Strong attention to detail – reviewing own work to ensure social posts and content on website is accurate and error free.
· Collaboration and open communication are essential to build a cohesive team dynamic and align marketing and communication efforts across the organisation
· A growth mindset, coupled with a willingness to experiment and learn is necessary to drive continuous improvement and innovation
· A self-starter with a determination to make a difference and keen to learn new skills
· Proactive, results-orientated, with strong project management skills
· Positive attitude who thrives on dynamic, ever-changing, fast paced environment whilst juggling multiple priorities with a sense of urgency
· Team player who can interact and work well with both internal and external stakeholders
· Flexibility and ability to adapt to dynamic structures and KPIs
Role Specific Technical Competencies
· Marketing Strategy and Technologies
· Digital Channel Management
· Digital Advertising
· Client Experience, Behaviours and Preferences
· Impact measurement
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
