Head, Wealth Marketing

**JOB SUMMARY**
- Refer to myHR for guidance on how to define roles and responsibilities.

**RESPONSIBILITIES**

**OVERALL**
- Using all elements of the marketing mix, 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.
- Provide leadership, outstanding stakeholder management and extensive knowledge, experience and skills in driving marketing of Wealth Solutions using the whole marketing mix, targeting all HNW segments, in multiple international markets in Asia and the Middle East.
- Shape a unified vision for WRB’s global marketing strategy that aligns with WRB business ambitions and the broader WRB strategy, promoting marketing as a pivotal function within the bank.
- Develop a data-driven marketing framework that uses analytics and insights to guide decision-making, resource allocation, and campaign performance measurement.
- Partner with senior business stakeholders to ensure marketing transformation initiatives integrate with broader digital and business transformation programs, reinforcing marketing’s strategic importance within the bank.
- Lead the global marketing strategy and transformation function, ensuring alignment with the bank’s objectives.

**Strategy**
- With a deep understanding of the Group’s business strategy, WRB marketing strategy which supports the acceleration of the acquisition of target clients, increasing the proportion who are wealth qualified and increasing the frequency of their wealth management activity
- Drive the thought leadership of the Wealth Solutions marketing and SME banking in the global and local teams,
- Build SC’s wealth management advisory reputation through marketing,
- Provide strategic input to identifying and improving client journeys from prospect to on-boarding to relationship deepening,
- Lead the team to develop globally consistent, data-centric strategies that support WRB business growth, drive brand value and position WRB’s marketing efforts as best-in-class within the industry.
- Embed marketing science and advanced data analytics in decision-making processes, optimising campaign targeting, personalisation, and real-time adjustments, ensuring that the marketing strategies are aligned with the evolving business needs and marketing conditions.
- Work with Marketing effectiveness team to set and track KPIs to measure the effectiveness of marketing strategies in brand alignment, customer engagement, and business growth.
- Implement innovative technologies and best practices for streamlined execution and maximum impact.
- Foster a culture of continuous improvement, utilising data and technology to drive operational efficiencies and measurable marketing outcomes.

**Business**
- Lead the development of wealth idea extensions from the brand advertising to be relevant and motivating to all affluent clients
- Drive client adoption of the various digital wealth tools to enhance their experience
- Ensure marketing aligns with revenue goals, customer acquisition, and cross-selling initiatives.
- Tailor marketing approaches to meet local market needs while maintaining global consistency.
- Use insights to drive client-centric marketing strategies.
- Use insights and data to drive a client-centric approach, work closely with finance and insights teams to optimise budget allocation, prioritisation and enhanced marketing effectiveness.
- Ensure that marketing campaigns and messaging reflect the bank's value proposition, resonate with target customers, and strengthen brand loyalty.

**Processes**
- Provide strategic leadership to our marketing agency partners to elevate strategic and creative solutions, with demonstratable results
- Continuously review in and out of category marketing to HNW clients, identifying marketing insights to leverage / integrate into our plans
- Lead data-driven marketing processes, integrating client insights and performance data to inform marketing strategies and optimise client acquisition, engagement and retention.
- Set and own KPIs for WRB marketing, ensuring delivery and tracking with metric owners.
- Responsible for ensuring efficient and effective use of available budget

**People & Talent**
- Be the Single Point of Contact (SPOC) for the Wealth Solutions business teams
- Consummate with a leader at this level, support the development of the next generation of marketing leaders
- Build strong internal relationships across WRB to ensure effective partnerships.
- 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
- Support CABM & WRB teams on localising global strategies and implementing them in markets.
- Foster collaborative working and approaches across markets, central and vendor teams.

**Risk Management**
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