Head of Brand & Communications for SEA

Position Purpose

The Head of Brand & Communications for SEA is directly responsible for developing the BNP Paribas brand and stepping up brand awareness to drive business momentum while at the same time, protecting the reputation of the brand. The role also includes the supervision of the SEA Brand & Communications team. This position is a member of the Singapore Executive Committee and the coordinator of the SEA Country CSR Committees.

The position is specifically responsible for corporate communications (content creation for internal, external and digital communications), branding & advertising, sponsorships & events for any bank-wide initiative, working in concert with the APAC Brand & Communications team. The position is also responsible for organizing and coordinating corporate philanthropy projects and coordination of the SEA Country CSR Committees.

Responsibilities

1. Protect and grow the BNP Paribas brand in SEA through all appropriate channels:

• Manage and protect the reputation of the brand through all external channels (including media/issues management in consultation with APAC Corporate Communications)
• Leverage appropriate content (media including social, sponsorship, advertising) to increase awareness with target market (institutional and corporate clients), in particular identifying media opportunities with territory senior leadership
• Create a balanced calendar of events that creates meaningful client development opportunities for the coverage and business teams and ensure these are executed flawlessly

2. Manage the SEA Brand & Communications team

• Manage the day to day work flow and activities of the SEA B&C team to ensure the team’s goals are achieved
• Develop team members to grow and realize their full potential
• Lead by example to ensure the Group Code of Conduct is understood and a culture of good conduct is embraced
• Manage the budget based on the regional/group guideline

3. Drive employee engagement in SEA by working collaboratively with territory management and HR on:

• Internal Communications
• Employer brand communications
• GPS action plans
• Promotion of the SEA business in APAC and globally as appropriate

4. Transversal B&C planning – working with territory management and regional B&C management, identify opportunities and themes for SEA, holistically, preventing ‘siloed’ activities:

• Ensure understanding of the business plans of all business and coverage teams
• Identify synergies across business and coverage teams and proactively look to leverage B&C related activities
• Identify core themes/ content that can be developed for thought leadership for stakeholders
• Provide content for social media, content hub, Echonet, APAC Flash and other channels based on SEA topics

5. CSR & Philanthropy:

• Steer all CSR efforts, deepening all four CSR pillars to drive impact and engagement with stakeholders
• Coordinate employee volunteering activities working with the Country CSR Committees
• Manage SEA philanthropy projects for the BNP Paribas Foundation and ensure synchronization with CSR activities
• Implement CSR governance for SEA – KYX, reporting, budgets

Competencies (Technical / Behavioral)

• Possess 15-20 years’ senior level brand & communications experience in a customer led, large-scale organisation whose affairs are in the public domain.
• Relevant experience may also have been gained in a consultancy or journalistic environment.Prior knowledge of, or genuine interest in, investment banking. Asset management sector experience is also relevant.
• Proven ability to help lead the process of creating a co-ordinated group-wide communications strategy.
• Exposure to all strands of external affairs activity, with an emphasis on proven media handling skills combined with a track record of influencing key opinion formers.
• Good understanding of the South East Asian and European regulatory environments.
• Proven ability to drive a strong internal brand and communication strategy.
• Experience of working with a senior management team involved in setting, monitoring and communicating an overall strategic direction.
• Proven ability of team leadership and successful people management.
• Excellent English language skills required. French language is a welcome skill.

Personal characteristics and leadership behaviours:

• Outstanding leadership and motivational abilities.
• Strong blend of strategic and operational skills. Prepared to take a hands-on ‘shirt sleeves up’ approach.
• Possess professional credibility, stature and gravitas.
• Have excellent people care skills and be empathetic to people’s needs.
• Strong communication skills – verbal, written and listening. Able to present information in a clear and compelling manner that is consistent with BNP Paribas’ vision and business strategy.
• Excellent influencing and relationship building skills, both internally and externally. A natural diplomat; culturally and organisationally sensitive.
• The business acumen, intellect and managerial stature to influence decisions at senior management level.
• Results oriented. The ability to juggle a number of critical issues simultaneously is essential and to work under considerable pressure.
• A proactive approach to business, with the ability to make a quick response to issues. Able to prioritise effectively.
• The ability to represent the organisation with considerable credibility, both internally and externally where necessary, but without a personal desire for the spotlight.
• Strong creative ability; able to deliver innovative external relations strategies.
• Possess energy, passion, tenacity and resilience.