Job Summary
• This role in the Global Wealth and Retail Banking (WRB) Marketing team, is to lead the marketing effectiveness efforts supporting the global WRB marketing teams. The role holder, in partnership with the global and local WRB and Corporate Affairs, Brand & Marketing (CABM) teams, will develop standardised measurement of return on marketing investments (ROMI) and drive high accountability for ROMI with the WRB marketing heads. They will build an explicit understanding by stakeholders of how brand and marketing activities impact awareness and consideration, and ultimately drive business outcomes. They will support business case development with marketing metrics and analysis, be an advocate for investment in transformational initiatives that drives marketing efficiency, client preference and brand metrics.
• The role holder is to lead the centre-of-marketing-excellence for this business, will be responsible for developing tools and sharing better practices. They will use various marketing analysis and measurement techniques as required to develop, deliver and demonstrate the performance and value of marketing activity and ultimately its contribution to the Bank’s results.
• The role holder requires proven leadership, outstanding stakeholder management and extensive knowledge, experience and skills in marketing analytics, across multiple markets.
Key Responsibilities
Strategy
• Create a COE for marketing performance, engaging with all priority markets, sharing best practice with the aim to develop better practices
• Bring thought leadership across the Bank in marketing effectiveness to support the delivery of tangible step up marketing outcomes
• Develop and manage the affluent marketing budgeting / allocation methodology with analysis and metrics across the Bank
• Be a thought leader in behavioural-science and collaborate to pilot and test in key marketing activities
Business
• Pilot attribution modelling across affluent marketing touchpoints, demonstrating opportunities for optimising marketing investments and collaborate with markets to realise these
• Using data and insights, create opportunities to streamline client marketing journeys e.g. identify client trigger points for perception and behaviour change across paid, earned and owned media
• Partner with the WRB business teams in seeking cost productivity and efficiency gains
• Develop, manage and report ROMI analysis of top 20% (80% spend) markets’ marketing, establishing standardised post-campaign-reviews
• Develop and manage Post Campaign Reviews for all global WRB Brand & Marketing activity
• Collaborate with WRB & CABM colleagues to create a single version of the truth for performance marketing
• Develop protocols for continuous testing to drive client engagement metrics and improve ROMI
• Develop inhouse real-time capability for A-B testing of key messages on creatives, and establish testing protocols to drive outcomes
Processes
• Develop and manage the quarterly Affluent marketing budgeting reporting with the markets, standardising categories and protocols
• Continuously review in and out of category marketing to WRB clients, identifying marketing effectiveness insights to leverage / integrate into our plans
• Lead development of marketing activity tracking to collate effectiveness results across markets for internal benchmarking to create insights to grow across WRB activity
Skills and Experience
People & Talent
• Consummate with a leader at this level, support the development of the next generation of marketing leaders
• 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
• Coach and / or train capabilities in regional / local marketing teams in marketing 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
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
• All Corporate Affairs, Brand and Marketing leaders and teams (global, regional, and local)
• All Business leaders and teams in Wealth and Retail Banking (global, regional, and local)
• Third party global agencies
Our Ideal Candidate
· Graduate degree in stem subject and / or post graduate degree / mba
· 20+ years of strategic marketing skills in a bank or any ‘tier 1’ companies
· 15+ years direct experience of marketing analytics.
· Deep understanding and experience of multiple markets in asia
· Sophisticated operator in large scale brands / complex organisations
· Experience in marketing to hnw segments
· Experience in financial services / wealth management
Role Specific Technical Competencies
· Key Performance Indictors
· Brand Management
· Creativity
· Planning: Tactical, Strategic
· Data Gathering & Analysis
· Marketing Strategy & Positioning
· Digital Marketing Channels
· Research Analysis
· Media Channel Management
· Marketing Channels
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
