Head of Digital Marketing, CIB

Area of interest: Marketing, Brand & Communications

• This role is responsible for development and implementation of the Global Corporate and Investment Bank digital marketing strategy and standards, in alignment with CABM’s brand, marketing, and communications strategy, and the overall Bank’s business strategy. This strategy should inform CIB marketing activities across external digital channels – paid, owned, earned in close collaboration with the Group Digital Channels team and run integrated campaigns defining best practice.
• You should have in-depth B2B marketing experience and a passion for digital technologies. We’re looking for a seasoned digital leader who has experience across multiple social media platforms (organic and paid) and web management. This is an exciting new role with a combination of strategic thinking, advisory, hands-on execution, and people leadership responsibilities. You will work closely with different teams to ensure consistency through all digital marketing channels. You should also provide forward-thinking ideas to build and maintain a strong digital presence. This role will ensure an audience-centric and insights-driven approach is rolled out across CIB with the purpose of optimising our spend, content development and client journey. As a people leader will provide expert guidance to the team and colleagues on digital marketing.

RESPONSIBILITIES

• Lead the development and implementation of a Global CIB digital marketing strategy, consistent with the Bank’s overall business strategy.
• Digital Marketing, CIB team in CABM (Corporate Affairs, Brand and Marketing) is a Centre of Excellence responsible for managing the global website, and social media channels to build the Bank’s brand among key audiences and managing reputational risk. This role will collaborate with colleagues at group, cluster and market level sets the strategy, standards and governance practices as well as provides advisory and training to digital content creators, publishers and agencies.
• Provide thought leadership, strategy, and transformational insights (e.g., digital media buying that improves quality and cost efficiency of campaigns) to the Global CIB marketing teams within CABM, and the Bank; advance a comprehensive thought leadership agenda externally, to propel the Bank to a leading position in the digital marketing space.
• Build a Test & Learn roadmap for Content Effectiveness.
• Identify audience overlaps between different paid media teams, and work with internal stakeholders and Agency Partners to eliminate duplicated targeting and cannibalised media spend.
• Oversee the day to day running of the social media channel/s and website in line with the standards group standards.
• Support the geographies with strategic alignment, assets and standards to ensure a consistent visual execution, brand voice, experience and compliant channel management.
• Manage social media and web agency relationships.
• Collaborate with content owners to move to a best-in-class always on, inbound marketing approach.
• Lead on reputation risk management in social media for region specific issues, working closely with the Head and / or Communication leads, Reputational Risk Management team and Media team as required.
• Provide advice and collaborate with content owners to develop and publish high-performing social and web content. Ensure content owners understand the value and select the right digital mix (web, social, display, PPC, programmatic etc).
• Consult on social media channel communications for stakeholders across the clusters – ensuring outputs (including digital campaigns) meet best practice, and support region and country objectives.

Business

• Deliver an integrated digital marketing plan and strategy, across social channels and web, paid and organic.
• Work with the CIB business and marketing teams globally to support group, cluster and business priorities focused on the key CIB markets through our key CIB digital channels.
• Ensure content repurposing and audience sharing with CIB and Group SC, aimed at building awareness and consideration with our clients and prospects.
• Provide regular digital marketing reporting with meaningful audience insights to drive digital and content strategy.
• Be a digital marketing champion - champion the role of digital in all brand, marketing, product, and communications activities.
• Work closely with the insights and data analytics team to ensure all digital marketing content creation/decisions are backed by customer insights.

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 across CABM digital marketing to understand what is most impactful, and optimise future spend.
• Ensure Paid Media spend across CIB is aligned to CIB business strategy.
• 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.
• Liaise with procurement, legal and compliance to ensure contracts, and content processes are aligned with corporate policies and compliance.
• Identify areas for process improvement and recommend ways to increase functional effectiveness and improve operational efficiencies.

People & 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.
• Ensure compliance with the Bank’s brand, marketing, and communications policies.
• Ensure adherence to the Risk Management Framework and various Policies, Procedures, and Guidelines of the Bank.
• Ensure digital marketing and social media marketing strategy complies with regional/local legal and regulatory requirements.
• 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.
• Work closely with the Media, Reputation & Issues team to mitigate any reputational risks possible from digital marketing campaigns, and community initiatives.

Governance

• Awareness and understanding of the regulatory framework in which the firm operates, and the regulatory requirements and expectations relevant to the role.
• Ensure clear governance of the CIB Web and Social channels and reporting.
• Ensure adherence to the Operational Risk Framework, Group Code of Conduct and various Policies, Procedures and Guidelines of the Bank by the regional Brand & Marketing teams.
• Maintain high awareness and understanding of the regulatory framework in which the business operates, and the regulatory requirements and expectations relevant to the role.
• Completion of all mandatory training needed including e-learning within stated timeframes to support the understanding of the roles for delivering effective governance.

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

• External Stakeholders
• Internal Stakeholders
• Global CIB product marketing
• Global CIB Heads of Business

Other Responsibilities

• Embed Here for good and Group’s brand and values in Group CIB Marketing Perform other responsibilities assigned under Group, Country, Business or Functional policies and procedures.

Our Ideal Candidate

• 15+ years of experience in development and implementation of the Global Corporate and Investment Bank digital marketing strategy and standards.
• In-depth B2B marketing experience and a passion for digital technologies.
• Experienced digital leader who has exposure across multiple social media platforms (organic and paid) and web management.
• Ability to support geographies with strategic alignment, assets and standards to ensure a consistent visual execution, brand voice, experience and compliant channel management.
• Experience managing social media and web agency relationships.
• Ability to deliver an integrated digital marketing plan and strategy, across social channels and web, paid and organic.
• Expertise working with the insights and data analytics team to ensure all digital marketing content creation/decisions are backed by customer insights.

Role Specific Technical Competencies

• Digital Marketing Campaigns
• Brand, Marketing and Communication policies
• Product Marketing
• B2B Marketing

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

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