Head of Coe Communications

Job Title: Head of Centre of Expertise (CoE) Communications & Brand Experience, APAC

Department: CoE Communications & Brand Experience

Reporting to: Lead Global Wholesale Banking Communications & Brand Experience (Functionally)

and CEO, WB APAC (Hierarchically)

Location: Singapore

**Overview**

ING is a global financial institution with a strong European base and significant reach throughout Asia aNorth America. Our Wholesale Banking business in APAC is present in 11 locations and offers lending, advisory and debt capital markets, financial markets and transaction services to large corporate customers and financial institutions. The Centre of Expertise (CoE) Communications & Brand Experience APAC oversees the Wholesale Banking-only internal and external communications, digital presence and marketing, raising the profile of the region among stakeholders and ensuring consistency with ING’s global positioning and standards.

**Role Profile**

The Head of CoE Communications & Brand Experience APAC is responsible for strategic communications covering 11 locations in Asia Pacific, leading all public communications and media relations, marketing, internal and executive communications, client events, conferences, sponsorships, and Corporate Social Responsibility (CSR) engagement activities.

The role is also responsible for managing the communications of the Bank with the retail affiliates TMBThanachart Bank, Thailand (23% stake) and Bank of Beijing, China (13% stake); this includes providing strategic communications counsel in the areas of policy, issues management, key message development, communications planning and branding advisory.

The role develops and manages the regional communications & marketing strategy and oversees its execution to both external and internal stakeholders, with the aim of enhancing brand equity across the APAC region.

The Head of CoE is part of our Communications and Brand Experience Extended Leadership Team, where we collaborate on global initiatives and share inspiration with communications and brand leaders from across our markets globally.

**Key responsibilities**
- Oversees the development and execution of the Asia Pacific communications plan and ensures that it is tailored to the local market, while remaining aligned with our global corporate and business area strategic goals, and with the strategic objectives of APAC.
- In close collaboration with the APAC CEO, leads the development of executive messaging, internal communication and coordination within the APAC network to ensure alignment to strategy.
- Leads in regional external communications, including press engagement, conference activation, sponsorships and events, using knowledge of both corporate requirements and the local market in order to maximise effectiveness.
- Methodically strategises alongside the APAC CEO (while maintaining consistency with global strategic objectives) to develop marketing plans, client events and sponsorships across APAC region - with the intention of driving consistency and impact of internal and external communication, and engaging target audiences.
- Actively enhances digital marketing and social media presence by staying abreast of marketing strategies and tools deployed by other players in the industry and leveraging them put us at the forefront.
- Leads the development of the regional brand consistently and innovatively to all internal and external stakeholders in accordance with global branding guidelines.
- Guides and collaborates with local teams to activate internal and employer branding.
- Engages with the media and builds relations with influential external stakeholders, as well as managing ING’s reaction to sensitive issues through crisis communications and issue management.
- Provides, directs or arranges, as appropriate, media training for externally facing staff.
- Oversees the selection and management of external vendors contracted to support communication initiatives.
- Develops and executes communications for our APAC Corporate Social Responsibility plan.
- Responsible for timely execution of the team related activities, including performance management, talent management and development.
- Oversees the delivery of regional townhalls for APAC CEO and follows through with feedback, messaging pursuant to the townhall.

**Person Specifications**

**(A)** Pre-requisites / Experience**:

- 15+ years in PR and/or external communications & marketing - preferably working in a regional role with strong Asian market content, connection and understanding.
- Degree level qualification in Journalism, Advertising, Public Relations, Marketing and/or Communications, or related field.
- Experience in leading a team and developing talent, working across international borders in a complex matrix organisation.
- Strong relationships with local, regional and international media, with a focus on financial and trade press.
- Development and execution of metrics-driven social media and dig