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Head of Digital Marketing, Cib
3 weeks ago
**JOB SUMMARY**
- 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**
**Strategy**
- 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
