Marketing Director

Job Description

Job Title: Marketing Director - Asia Pacific
- Contract Type: Permanent
- Location: Singapore
- Division: Brand, Marketing and Corporate Affairs
- Team: Global Investments Marketing
- Reporting to: Head of Global Investments Marketing
- Recruiting Manager: Kathryn Pinner

abrdn plc is one the world’s largest investment companies, and we are built on a long standing culture of caring about the future and making a positive impact. Together we invest for a better future. We do it to make a difference to the lives of our clients and customers, our employees, society and our shareholders.

Our strategy is to build a vibrant and value-creating purpose-led organisation, with the current and future needs of our stakeholders at the heart of all we do

About the department

Your role will operate within Global Brand and Marketing and be fully aligned to the Investments Vector of abrdn. The Investments Vector provides a broad range of investment products and solutions to suit clients’ needs, now and in the future. We market our investment products through two core client channels:

- Wholesale: Financial Advisers, Wealth Managers, Discretionary Fund Managers and Global Banks
- Institutional: Pension Funds, Family Offices, Charities and Endowments, Insurance and Soveriegn Wealth Funds

About the role

Reporting directly into Head of Global Investments Marketing, and with a dotted line in to the CEO APAC, the Marketing Director - Asia Pacific is responsible for the development and execution of the Investments Marketing strategy for Asia Pacific (Wholesale and Institutional).and will be a member of the Investments Marketing Global Senior Leadership team.

Key Responsibilities
- Working in partnership with Client Group Leadership teams to oversee and lead the Asia Pacific Investments Vector Marketing Teams, comprised of channel and digital marketing and content experts who are focused on planning and executing marketing initiatives to build awareness of our investments capabilities and solutions and help drive flows.
- Developing the marketing approach to target segments within Institutional and Wholesale channels, balancing regional / country tailoring as required.
- Reporting on a regular basis on key metrics determined at a Vector/Region/Campaign/product level as required
- Bringing the teams together in new ways of working - ensuring teams work on an ‘end to end’ basis in setting up and running effective campaigns - looking to identify synergies in processes and reduce duplication of effort where possible across regions (effective management of resource to flex across regions according to requirements).
- Key contact with the Global Brand and Digital Enablement Teams - consulting on key development projects and ensuring teams are kept in the loop with broader initiatives that may impact on day to day.
- Lead on developing overarching strategy for regions that tie in and support broader global strategic initiatives - and aid Senior Managers in development of effective and cost-efficient marketing plans that align to the growth ambition of the business.
- Budget: ownership of regional budgets - top down view to identify balance of where budget is best applied for growth - identify if there is real value where budget is being allocated.
- Media planning - ownership of overarching media laydown for the region on a Tier 4 & Tier 5 (thematic & product) basis - and strategic/consultative input into Tier 3 Investments Vector brand media planning) - plan on a H1/H2 basis and focus on most effective allocation against growth criteria across regions.
- Implement the full media mix, drive continuous budget optimisation and test innovative new media techniques for acquisition and client retention.

Skills and experience
- Extensive asset management work experience in a regional or global role an advantage.
- Travel to other countries and regions as may be required
- A deep understanding of marketing disciplines ranging from digital, advertising, events management, PR, content marketing and Marketing Automation to research and data analytics.
- Demonstrable experience defining and delivering digital first marketing strategies targeting intermediaries (adviser and fund selectors), institutional investors and retail investors, and planning large-scale marketing campaigns from creative brief to multi-channel execution.
- Solid grasp of marketing data and analytics to inform and provide insight and recommendations.
- A commercial mindset with an understanding of client/prospect needs from an investments standpoint.
- Strong interpersonal and communication skills with a proven ability to lead, collaborate, drive results and operate effectively in a multi-cultural, matrix global organisation.
- Proven track record of delivering well-coordinated, integrated marketing activity that delivers results.
- Ability to interact, influence and communicate effectively with all levels of the organisation and across business