[SCB] Lead, Social Affluent Marketing - (2400000251)

Location: Singapore
Job type: Permanent
Contact email: careersrise@bcg.com
Job ref: 2400000251
Published: about 2 months ago
Startdate: 16 January 2024 - 16 January 2024

The Role Responsibilities

This role in the global Corporate Affairs Brand Marketing (CABM) team, is the lead social marketing role for the Affluent & Wealth Management team in the global Consumer, Private, Business Banking (CPBB) business.The role holder in partnership with the global and local CABM teams will create the social marketing strategy, plan, and execution in pursuit of strategic goals.The role is to realise the centre-of-marketing-excellence for this marketing discipline, will be responsible for developing tools and sharing better practices.The role holder will use all the elements of social marketing, analysis, measurement 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 leadership, excellent stakeholder management, strategic experience, and creative skills in using social marketing, targeting Affluent segments, with Wealth products and services, in multiple markets in Asia, Middle East and Africa.


  • Translate business objectives and strategy into a unified and innovative social marketing strategy, aligned with CABM strategy

  • Align social creative strategy with existing creative platforms for Affluent & Wealth across twelve priority markets

  • Lead thought leadership in social marketing in the global and local Affluent & Wealth teams

  • Build SC’s Wealth awareness and reputation through social marketing

  • Work closely with market teams to develop social strategies to acquire and engage Affluent clients

  • Lead and manage the Group Affluent & Wealth social accounts currently LinkedIn and Facebook


  • Manage the daily posting program, creating and executing end to end, using content from the business, across agreed platforms with agency support as needed

  • Use creativity to continually test and learn new and different approaches in social to increase the impact of organic and paid marketing

  • Collaborate with all social marketing colleagues and wider employee groups to increase the reach and impact of the Affluent & Wealth content

  • Lead the management of paid social marketing supporting broader global marketing campaigns with media agency

  • Work with the media agency, currently Dentsu, to optimise all aspects of social media

  • Develop and roll out for adoption, best practice social marketing toolkits for markets

  • Work with colleagues to integrate social accounts / activity with broader campaigns, assets, websites, etc.

  • Optimise audience targeting, including across social with markets, other global teams eg CCIB, Brand

  • Maker for organic / paid social creative assets and sometimes website content


  • Create regular metric dashboards, analysis, insights, and reporting demonstrating the impact of social marketing

  • Lead deep performance, client journey and client experience analysis when needed

  • Provide subject matter expertise support to improving markets’ social marketing plans and activity

  • Use data and insights to underpin ideas as well as demonstrate results of activity

  • Collaborate with our marketing agency partners to elevate social marketing contribution to the business

  • Responsible for ensuring efficient and effective use of available budget

People & Talent

  • 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

Risk Management

  • Manage marketing standards to reinforce overall SC brand positioning through consistency in tone, manner, look and feel, and gain competitive market advantage


  • 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.

  • Achieve the outcomes set out in the Bank’s Conduct Principles. Fair Outcomes for Clients; Effective Financial Markets; Financial Crime Compliance; The Right Environment.

  • 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 agencies (Publicis, Dentsu)

Our Ideal Candidate

  • Fluent in written and oral Business Communication

  • Graduate degree in STEM subject and / or post graduate degree / MBA

  • 10+ years of social marketing in ‘tier 1’ companies

  • Good understanding and experience of markets in Asia

  • Experience of large-scale brands / complex organisations

  • Experience in marketing to affluent segments

  • Experience in financial services / wealth management

Role Specific Technical Competencies

  • Key Performance Indictors

  • Effective Communications

  • Creativity

  • Planning: Tactical, Strategic

  • Written Communications

  • Social Media Management

  • Data Gathering & Analysis

  • Digital Marketing Channels

  • Media Channel Management

  • Promotion

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