Job Summary
The purpose of this role is to enable the Bank to drive Digital Sales & Marketing through Performance Marketing for Personal segment across all paid, owned and earned channels. The role will be accountable for designing and driving the Performance Marketing agenda working closely with Wealth & Retail Banking (WRB) business and execution teams to identify and support execution of Performance marketing initiatives which drive measurable lift on digital sales & marketing goals. It requires proven leadership, outstanding stakeholder management and knowledge of performance marketing across all digital channels, paid media, data and digital analytics tools, content optimisation, onsite optimisation, keyword research and strategy, AdTech and MarTech, campaign management tools and capabilities. Extensive knowledge of marketing performance management, paid media buying processes and tools is a pre-requisite, with hands-on experience with running marketing campaigns.
Strategy
• Lead the development and implementation of a WRB Singapore digital & performance marketing strategy, consistent with the Bank’s overall business strategy.
• Provide thought leadership, strategy, and transformational insights (e.g., digital media buying that improves quality and cost efficiency of campaigns) to the country WRB marketing teams, and the Bank; advance a comprehensive thought leadership agenda externally, to propel the Bank to a leading position in the digital marketing space.
• Delivering campaigns aimed at proving Direct Attribution of value between WRB's Digital Marketing Operations and the Business
• Work with our Global Paid Agency Partners to design a new SOW aimed at delivering an Always-On campaign stream, design new workflows and processes, and own Governance and Standards
• Provide regular digital marketing reporting with meaningful customer insights (e.g., customer experience insights, customer behaviour insights) to drive strategy
• Design and disseminate guidelines and best practices to identify and execute performance marketing initiatives across channels, including SEO, SEM, Display, Social, Video, Aggregators, Affiliates, Partners, KOLs, etc.
• Run regular assessment and review of performance of digital sales & marketing actions with execution teams, providing them with advice and recommendations to optimise performance across all digital channels
• Identify new concepts and innovative technologies to seamlessly acquire and nurture customers, tailoring them to markets and segments and socializing them with key stakeholders in order to execute them
Key Responsibilities
Business
• Design and implement a Digital Marketing measurement framework, setting measurement standards, driving execution of attribution modelling, designing reporting, reviewing and streamlining processes, to create transparency on Digital Marketing performance and set the basis to Performance Marketing optimisation
• Be a digital marketing champion - champion the role of digital in all brands, marketing, revenue, product, and communications activities
• Ensure all digital marketing campaigns live up to our Digital Marketing Guidelines, whilst delivering committed business outcomes
• Provide digital knowledge input to customer and proposition development
• Work with Google, Meta, LinkedIn, and Agency to build on new and existing JBA's to unlock access to new features and programmes
• Partner with Data, Technology, Build, MarTech stakeholders in charge of building capabilities (in particular Digital Analytics, Test & Target, DMP tools) to ensure alignment and prioritization of capability building with business needs
• Partner with Brand & Marketing and Media agencies stakeholders to ensure alignment and prioritization of marketing initiatives and media buy processes with business priorities
Processes
• Oversee and manage digital marketing budgets to ensure appropriate allocation of resources, to yield the most optimum Return on Investment (ROI)
• Drive cost efficiency and effectiveness of all digital marketing campaigns, tools/channels
• Champion ‘test and learn’ initiatives to understand what is most impactful, and optimise future spend
• Ensure Paid Media spend across WRB is directly attributable to ROTE
• Provide support to the 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.
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 WRB business
• Where applicable, ensure credit, operational, legal, regulatory, reputation, compliance is held to the highest standards of risk management
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.
• Lead the country / business unit / function/team to achieve the outcomes set out in the Bank’s Conduct Principles: Fair Outcomes for Clients; Effective Financial Markets; Financial Crime Compliance; The Right Environment.
Key stakeholders
• Country Head of Personal Segment
• Country Head of Analytics and Data Management
• Country Head of Payments, Deposits and Mortgages
• Country Head of Credit Cards and Personal Loans
• Corporate Affairs, Brand and Marketing teams
• Wealth and Retail Banking business teams
• Support Functions - Retail Operational Risk, Retail Banking CFCC, ITO, Finance, GIA etc
People and 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
• Ensure adherence to the Risk Management Framework, Group Code of Conduct and various Policies, Procedures, and Guidelines of the Bank
• Ensure digital 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
Skills and Experience
Our Ideal Candidates
- Graduate & above
- Google, Meta, Adobe, LinkedIn, Appsflyer (good to have)
- 10years experience in Banking Digital Marketing
- Experience in Google, Meta,
- Experience in Digital Marketing Campaigns
- Experience in Implement a Digital Marketing program
Role Specific Technical Competencies
- Data Science
- Marketing Strategy
- MarTech
- AdTech
- Business & Products
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
