Vp/avp, Digital Communications and Social Media

**About UOB**:
United Overseas Bank Limited (UOB) is a leading bank in Asia with a global network of more than 500 branches and offices in 19 countries and territories in Asia Pacific, Europe and North America. In Asia, we operate through our head office in Singapore and banking subsidiaries in China, Indonesia, Malaysia and Thailand, as well as branches and offices.

Our history spans more than 80 years. Over this time, we have been guided by our values — Honorable, Enterprising, United and Committed. This means we always strive to do what is right, build for the future, work as one team and pursue long-term success. It is how we work, consistently, be it towards the company, our colleagues or our customers.

**About the Department**:
The **Strategic Communications and Customer Advocacy **function works closely with all functions across the Group to protect and to promote the reputation of UOB. Through our thought leadership, stakeholder and community engagement programmes, we ensure that UOB’s presence, relevance, insights and understanding are seen and felt by our colleagues and customers, wherever they are. We also strive to turn our customers into advocates through our consistent and considered approach in delivering reliable and distinctive customer service.

**Responsibilities**:
We are looking for a well-rounded digital communications executive with a passion for storytelling, a keen eye for impactful visual communications and a person who is on top of current and emerging digital communication trends.

You will drive digital and social media content development and execute campaigns in collaboration with internal stakeholders and external partners, including agencies and social media platforms, within Singapore and across our regional markets.
- Manage editorial planning, creative production and review content performance regularly to test, track and optimise social media campaigns.
- Have a strategic view on social media for both communications and marketing. This includes developing for different aspects of social media frameworks (e.g. content, channel, advocacy frameworks) that will set the standard on how the Bank communicates through such channels.
- Advise on and manage policies that guide the usage of social media by agencies and employees.
- Conceptualise and execute paid social media campaigns to meet business objectives, grow our social media community and drive brand preference.
- Lead customer and employee programmes to build a community of advocates that will protect and promote the reputation of UOB. This includes engaging advocates, creating content opportunities and sharing success stories across the Bank.
- Establish relationships across the Bank with those who build, deploy and/or use social content including marketing, product, engineering, and business intelligence teams.
- Manage relationships with social media partners and external agencies to deliver industry leading campaigns.
- Provide counsel to stakeholders to adopt best-in-class digital communications practices, to maintain brand standards and to help achieve business objectives. This includes conducting in-house training to stakeholders across the Bank.
- Assess and adopt new social media platforms and formats in the region, guided by industry research, audience segmentation analysis and a clear understanding of how content is consumed - e.g. podcasting, livestreaming, finfluencer videos, dance challenges etc
- Provide proactive management of crises and issues, overseeing community management
- Use social listening tools to analyse and understand social media trends and conversations relevant to the Bank and share useful insights with internal stakeholders.
- Conduct proactive social media brand monitoring and work with social media partners where necessary to benchmark ourselves against the industry and best-in-class brands.
- Ensure all digital communications activities adhere to regulatory and compliance standards, including fraud monitoring and managing reputational risks. This also includes managing social media platforms to adhere to internal processes.

**Job Requirements**:

- Degree in Communications, Marketing or Business.
- Minimum of 8 years’ experience working on social media. Knowledge of social media advertising is essential.
- Good understanding of digital marketing principles, what it entails and how different digital marketing components fit into the online customer journey.
- The individual must be able to think out of the box, work independently and is meticulous with an eye to details.
- Strong branding/design sense with business acumen and able to express opinions on creative work.
- Positive and energetic team player.
- Hands-on and curious to experiment on social media. Needs to be an active social media user.
- Good knowledge in different aspects of digital and social media, including both Western and Chinese social media networks. Expert user in Facebook, Instagram, LinkedIn and YouTube.