Executive Director, Digital Sales & Marketing

Standard Chartered Bank
Singapore, Singapore
May 28, 2022
Jun 06, 2022
Job Function
Industry Sector
Finance - General
Employment Type
Full Time
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.
The Role Responsibilities
Accountable for conceptualizing, delivering and converting digital offerings into sales across Asia Pacific. The role requires transformational leadership, outstanding stakeholder management and in-depth knowledge of core digital sales & marketing principles to deliver frictionless customer experiences across the path-to-purchase. It entails working with local and group teams to deliver digital acquisition, cross selling and retention programs and journeys, defining procedures for regions/countries and implementing best-in-class digital sales & marketing initiatives to drive business performance.
The measures of success consist of (but not limited to):
  • Track and deliver revenue growth in product sales via effective digital acquisition across paid, owned and earned channels
  • Increased share of wallet via sales optimization and conversion and serve as a performance marketing digital expert on the global centre of excellence team.
  • Benchmark and competitor analysis in digital assets products and services
  • Lower risk and compliance costs via improved, digitally enabled risk and compliance tools and processes, better risk profiling, automatic portfolio alerts, real-time client triggered automated portfolio checks and digital tracking of all client interactions.
  • Best in class - Apply class examples across industries (eCommerce, Travel, FMCG) to the CPBB Digital offering
Key Roles & Responsibilities
  • Lead development of digital sales & marketing strategies and new digital concepts and processes that result in increased sales and revenues
  • Leverage new technologies for the purposes of traffic generation, targeting, audience enrichment, journey optimization, conversion rate optimization and on-boarding
  • Expand the digital offerings across various products, innovative channels on all devices
  • Develop global capabilities focusing on acquisition, cross sell and deepening
  • Discover new tech and digital opportunities to create partnership opportunities
  • Oversee always-on performance media programs, SEO strategies and acquisition partnerships to generate demand and maximize reach
  • Utilize test & target and audience enrichment capability to deliver highly relevant, personalized experiences across Standard Chartered owned digital assets
  • Best practice mar-tech and ad-tech consultation to enhance tracking, targeting and personalization capabilities
  • Oversee regional and country acquisition and cross-sell campaign squads including the prioritization of digital sales initiatives and campaigns
  • Optimize end-to-end digital sales journeys, leveraging best practice CRO, personalization and on-boarding techniques to maximize conversion rates
  • Lead regional quarterly business reviews, sales meetings and annual planning
Macro Research
  • Conduct regular competitor analysis and macro research to understand the latest best practices
  • Generate reports based on the above and propose new opportunities
  • Keep abreast of all developments in financial digital offerings globally (global and local competitors and core technologies)
  • Keep abreast of all developments in digital client experiences globally, across all non-banking industries as well (e.g. Retail, Airlines and Telecommunications)
  • Keep abreast of digital banking innovative technology developments, particularly those of FinTech companies
  • Best in class - Apply class examples across industries (Retail, Airlines, FMCG etc.) to the RB Digital offering
Digital Propositions
  • Identify the digital offering opportunities and integrate them to platforms
  • Work with global Product teams to create new services
  • Create a content strategy to deliver more value-added services
Digital Tech Stack Management
  • Work with platforms for tracking, monitoring, real-time offering and test & target
  • Work closely with Mar-Tech team to integrate new platforms/solutions into the always-on digital sales program
  • Monitor and report developments and results
General Management
  • Influence team priorities so that priorities are in line with financial expectations
  • Work with the Global Head, Digital Sales & Marketing to ensure the broader team's agenda is met
  • Work effectively with all partners such as Product, Segment, Digital & Data, Distribution, UX/UI, Legal & Risk to maximise success
  • Act as an escalation point for country teams to help remove blockages so work can flow
  • Display awareness and understanding of the Operational Risk Framework for CPBB
  • Responsible for identifying, assessing, monitoring, controlling and mitigating Operational Risks pertaining to process changes in Client Journeys
  • Responsible for assessing and re-engineering the effectiveness of changes being brought about by Digital Banking Client Journeys
  • Ensure risk ratings for each applicable process is kept within agreed thresholds
People and Talent
  • Lead through example and build the appropriate culture and values. Set appropriate tone and expectations from their team and work in collaboration with risk and control partners
  • Ensure the provision of ongoing training and development of people and ensure that holders of all critical functions are suitably skilled and qualified for their roles ensuring that they have effective supervision in place to mitigate any risks
  • Employ, engage and retain high quality people, with succession planning for critical roles
  • Responsibility to review team structure / capacity plans
  • Set and monitor job descriptions and objectives for direct reports and provide feedback and rewards in line with their performance against those responsibilities and objectives
Risk Management
  • Responsible for identifying, assessing, monitoring, controlling and mitigating risks to the Group. Also, an awareness and understanding of the main risks facing the Group and the role the individual plays in managing them
  • Interprets relevant data and identifies key issues based on this information and put in place appropriate controls and measures
  • Responsible for assessing the effectiveness of the Group's arrangements to deliver effective governance, oversight and controls in the business and, if necessary, oversee changes in these areas
  • Displays awareness and understanding of the regulatory framework, in which the Group operates, and the regulatory requirements and expectations relevant to the role
  • Responsible for delivering 'effective governance'; capability to challenge fellow executives effectively; and willingness to work with any local regulators in an open and cooperative manner.
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
  • Lead the Digital Insurance Services team and Digital Trading Platform & Services team to achieve the outcomes set out in the Bank's Conduct Principles: Fair Outcomes for Clients; Financial Crime Compliance; The Right Environment
  • Effectively and collaboratively identify, escalate, mitigate and resolve risk, conduct and compliance matters
Key Stakeholders
  • Global CEO, CPBB
  • Global Head, Digital & Data
  • Global Head, Digital Sales & Marketing
  • Global Head, Personal Banking
  • Global Head, Wealth Management
  • CPBB Management Team
  • Regional/ Country CEOs
  • Regional/ Country CIOs
  • Regional Head, CPBB
  • Reginal Head, Digital Sales & Marketing
  • Regional Head, Personal Banking
  • Global Head, Product
  • Global Head, Technology
  • Head, Risk Operations
  • Operational Risk, CPBB
  • Legal and Compliance, CPBB
  • Country and Regional Heads

Our Ideal Candidate
  • 12 years' experience in a senior level corporate role within Digital Sales & Marketing Management covering retail banking
  • Experience working in financial services and consumer banking
  • Proven transformational leadership skills with first-class communication skills
  • Compelling vision of the future of digital offerings and translation into strategies and actions
  • Energy and a desire to succeed; follows through on commitments; pushes self and others to deliver exceptional results
  • Understanding of the issues related to the decision-making process; ability to analyze situations fully and accurately, and reach productive decisions
  • Application of in-depth knowledge and best practices consistently
  • Strong collaboration, consensus building, problem resolution and communication skills are a prerequisite
  • Outstanding stakeholder management skills
Role Specific Technical Competencies

  • Expert knowledge of Paid Media tools, including DMP, DSP, Ad servers, Bidding tools
  • Expert knowledge in all Paid media channels, including Search, Programmatic Display, Affiliates, Aggregators, Social Media
  • Expert knowledge of digital marketing principles such as funnel optimization UX, SEO & Landing Page optimization & experience in running A/B tests for campaigns and deriving customer insights a major plus
  • Deep experience in planning and buying of display media, building campaigns, implementing bidding strategies. Experience with programmatic buying a plus
  • Knowledge of Onsite optimization and SEO principles and best practices
  • Experience collecting/analyzing data and generation actionable insights using analytics and campaign management programs, e.g., Google Analytics, Adobe, DoubleClick Campaign Manager
  • Knowledge of optimization and campaign management systems, e.g., CMS, Tag Management, Atlas, Adobe Analytics, Google Analytics, Adobe Target, Adobe Audience Manager
  • Working Knowledge of other analytics and data visualization tools, including Google Analytics, Google Trends, Google Data Studio, Tableau, Adobe Analytics, Event Tracking and Tagging (Google Tag Manager, Adobe Launch)
  • Ability to understand the key business objectives and create a Media optimisation and measurement strategy with strong focus on online sales growth by working with SEO, Web, digital and products team.
  • Compelling vision of the future of Marketing and translation into effective strategies and actions

Visit our careers website www.sc.com/careers

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