Job ref no.: 2200014834
Standard Chartered Bank

Head, CPBB Marketing Effectiveness

Standard Chartered Bank

Role Responsibilities

Overall

This role in the global Brand & Marketing (B&M) team, is to lead the marketing effectiveness efforts supporting the global Consumer, Private, Business Banking (CPBB) marketing teams. The role holder in partnership with the global and local Corporate Affairs, Brand & Marketing (CABM) teams will a develop standardised measurement of return on marketing investments (ROMI) and drive high accountability for ROMI with the CPBB 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.

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 eg identify client trigger points for perception and behaviour change across paid, earned and owned media.
  • Partner with the CPBB 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 CPBB Brand & Marketing activity.
  • Collaborate with 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 CPBB 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 CPBB activity.

People and 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

  • Support the standardised CPBB marketing operating rhythm including market planning, campaign execution, performance tracking and stakeholder engagement model.
  • Understand the regulatory framework, in which the Group operates, and the regulatory requirements and expectations relevant to the role.

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, regional and local).
  • Leaders and peers in the Consumer, Private and Business Banking business (global, regional and local).
  • Third party global data / analytics agencies (TBWA, Dentsu).

Our Ideal Candidate

  • Graduate degree in STEM subject and / or post graduate degree / MBA.
  • 20+ years of strategic marketing skills in ‘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 financial services / wealth management.
  • Experience in marketing to HNW segments.
  • Fluent in written and oral English.  

Apply Now to join the Bank for those with big career ambitions.

More job information
Job ref no. 2200014834
Salary
Job Function
Industry
Employment Term
  • Full-time
Experience
  • 15 years - 20 years or above
Career Level
  • Senior management level
Education
  • Degree
  • Master's degree