Associate Director, Digital Marketing

Overview

We are seeking a highly driven Associate Director, Digital Marketing to lead the implementation of performance marketing initiatives, optimise channel mix, and build frameworks that drive measurable business growth and brand equity impact. This role requires deep expertise in digital measurement, attribution, martech enablement, and integrated media planning, combined with the ability to connect brand health outcomes to performance effectiveness. The position will serve as the voice of digital marketing, collaborating with business, digital sales, and cross-functional teams to deliver best-in-class go-to-market (GTM) strategies while ensuring marketing is accountable for both commercial impact and long-term brand equity growth for Standard Chartered Bank Wealth & Retail Banking (WRB) Singapore.

Responsibilities Strategy

• Martech on Data Driven Marketing Approach — Oversee and ensure accuracy of floodlight tagging setup, DCM (Campaign Manager 360) configuration, and path-to-conversion reporting.
• Understand ad tagging requirements and campaign tracking from a customer journey perspective.
• Partner with Martech/Adtech (e.g., Adobe Audience Manager, CDP, GA4, AppsFlyer, pixel-based segmentation) to enable audience-first strategies.
• Define and optimise prospecting criteria, custom audiences, and hygiene funnel strategies to balance performance efficiency and brand building.

Business

• Performance Marketing & Optimisation — Lead implementation of performance marketing strategies across paid, owned, and earned channels to optimise CAC, ROAS, CPA, CPC, and funnel conversion.
• Manage and optimise channel mix allocation across Prime, Engage, and Convert funnels to maximise efficiency and impact.
• Drive attribution frameworks (multi-touch, data-driven, view-through, incrementality) to connect marketing outcomes with business impact.

Processes

• Digital Media Planning & Effectiveness — Support integrated marketing teams in developing effective media plans that align with business priorities and customer journeys.
• Partner with insights and research teams to embed brand health measurement frameworks (equity growth, consideration uplift, awareness, affinity, NPS) into campaign reporting.
• Link brand equity performance to long-term growth metrics and ensure brand-building initiatives complement short-term performance delivery.

People & Talent

• Stakeholder Collaboration & GTM Initiatives — Act as the digital marketing lead in cross-functional GTM initiatives, cycle planning, and campaign execution.
• Collaborate with digital sales & business teams to align marketing activities with sales and brand priorities.
• Build management updates and use cases that showcase both campaign effectiveness and brand equity contribution.

Risk Management

• Ensure adherence to the Risk Management framework, group code of conduct and applicable policies, procedures, and guidelines.
• Identify and mitigate reputational and operational risks by ensuring compliance with CABM Global standards, country regulation and audit requirement.

Governance

• Operational & Governance Support — Manage daily operations including ePRO issuance, reporting facilitation, and vendor/agency coordination / quarterly service review meeting.
• Ensure compliance with internal processes, governance frameworks, and campaign execution standards.
• Maintain clear documentation and version control of all deliverables and approval.

Regulatory & Business Conduct

• Display exemplary conduct and live by the Group’s Values and Code of Conduct.
• Take personal responsibility for embedding the highest standards of ethics, including regulatory and business conduct, across Standard Chartered Bank. This includes understanding and ensuring compliance with, in letter and spirit, all applicable laws, regulations, guidelines and the Group Code of Conduct.
• Effectively and collaboratively identify, escalate, mitigate, and resolve risk, conduct and compliance matters.

Key Stakeholders

• Country WRB Digital Sales & Mar-tech Leads
• Country WRB Marketing Leads
• Country WRB Product Leads
• Country WRB Procurement, Finance, Legal, Risks & Compliance
• Digital (Mar-tech/Ad-tech Owners)
• Digital (Web & Platform Owners)
• Global WRB Marketing
• Global CABM

Other Responsibilities

• Embed Here for good and Group’s brand and values in Singapore WRB Marketing. Perform other responsibilities assigned under Group, Country, Business or Functional policies and procedures.

Qualifications

• Bachelor's degree in marketing, business administration, or a related field. Master’s degree or MBA is strongly preferred
• 5 plus years experience in digital marketing in financial services space
• Hands on experience launching marketing campaigns across multiple markets & MARTECH tools such as adobe tech stack, analytics tools & CDPS/DMP
• Hands on experience with marketing technology platforms & tools such as adobe tech stack, analytics tools & CDPS/DMPS & Media Operation set ups
• Experience in performance marketing.
• Experience in SEO & SEM is preferred.
• Experience in MarTech tools - Customer Data Platform (CDP).

Role Specific Technical Competencies

• CM360
• Floodlight
• CDP
• Adobe Analytics
• Google Analytics

About Standard Chartered

We\'re an international bank, nimble enough to act, big enough for impact. For more than 170 years, we\'ve worked to make a positive difference for our clients, communities, and each other. We question the status quo, love a challenge and enjoy finding new opportunities to grow and do better than before. If you\'re looking for a career with purpose and you want to work for a bank making a difference, we want to hear from you. You can count on us to celebrate your unique talents and we can\'t wait to see the talents you can bring us. Our purpose, to drive commerce and prosperity through our unique diversity, together with our brand promise, to be here for good are achieved by how we each live our valued behaviours. When you work with us, you\'ll see how we value difference and advocate inclusion.

Together We

• Do the right thing and are assertive, challenge one another, and live with integrity, while putting the client at the heart of what we do
• Never settle, continuously striving to improve and innovate, keeping things simple and learning from doing well, and not so well
• Are better together, we can be ourselves, be inclusive, see more good in others, and work collectively to build for the long term

What We Offer

In line with our Fair Pay Charter, we offer a competitive salary and benefits to support your mental, physical, financial and social wellbeing.

• Core bank funding for retirement savings, medical and life insurance, with flexible and voluntary benefits available in some locations.
• Time-off including annual leave, parental/maternity (20 weeks), sabbatical (12 months maximum) and volunteering leave (3 days), along with minimum global standards for annual and public holiday, which is combined to 30 days minimum.
• Flexible working options based around home and office locations, with flexible working patterns.
• Proactive wellbeing support through Unmind, a market-leading digital wellbeing platform, development courses for resilience and other human skills, global Employee Assistance Programme, sick leave, mental health first-aiders and all sorts of self-help toolkits
• A continuous learning culture to support your growth, with opportunities to reskill and upskill and access to physical, virtual and digital learning.
• Being part of an inclusive and values driven organisation, one that embraces and celebrates our unique diversity, across our teams, business functions and geographies - everyone feels respected and can realise their full potential.

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Seniority

Mid-Senior level

Employment type

Full-time

Job function

Marketing and Sales

Industries

Banking

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