The Asia Marketing team provides strategic marketing services to the Private Bank business across Asia. Based in Hong Kong, this role is responsible for both conceptualizing and delivering strategic and tactical campaigns for client acquisitions as well as client deepening.
This role may also be responsible for project management of key global and regional projects. The person needs to have an understanding of the role that Marketing plays in the Private Bank and the importance of executing strategic programs in accordance with our ethos: doing first class business in a first class way. Client acquisition campaigns could include paid media campaigns, sponsorship or partnership programs, or other programs devised to achieve bringing prospects to the bank. Client deepening campaigns could include delivering strategic and tactical investment marketing and product deepening initiatives to the Asia Private Bank and its clients. Given China is huge driver of growth, a meaningful part of this role's portfolio is - focus around acquisition in China.
With these two main objectives in mind (Client Acquisition and Client Deepening), the Marketing Manager will support a diverse range of marketing efforts to strengthen our brand, enhance client experience and achieve efficiency through leverage and optimization of best practices across the globe and the region. The efforts will include and not be limited to marketing strategy development, strategic projects, integrated marketing campaigns that include creating client demands and engagement across multi-channels, and analysis to evaluate efforts against plan. The role will bring together crucial pieces of information such as market/industry trends, investor behaviors, competition, innovations, data analysis to develop strategic options. For the 2 main purposes of client acquisition and client deepening; and on a platform basis, to support the strategic data/digital and platform integration efforts of the bank driven at the global level.
Specifically, the scope of marketing initiatives will range from rolling out the re-brand of the private bank to brand building, paid media campaigns, sponsorship or partnership events/webcasts for acquisition purposes, client solutions marketing, to client communications and engagement, primarily through online digital channels for client deepening objectives. Tracking of campaigns is a key part of the role and scope, to ensure all that we do, is measured, tracked and results reported or shared, to capture results as well as key learnings or insights to better in future initiatives.
The role will also have an oversight to ensure compliance of all activities with regulatory requirements and internal policies and procedures.This position will be a key member of the Marketing Asia Team, and play a critical role in driving alignment with the global/regional marketing strategies of the firm while ensuring business impact locally. This position will require strong marketing knowledge and experience, strategic thinking, use of data to guide decision making and solid implementation skills.
Assist in developing marketing plan in consideration of market landscape, challenges and opportunities, business and marketing objectives
Manage and execute marketing initiatives across in-person, offline and online channels that contribute to marketing objectives
Promote our intellectual capitals including our thought leadership, investment capabilities and product solutions
Conduct research and competitive analysis to identify actionable client insights to improve client experience and loyalty
Evaluate marketing effectiveness against plans, KPI, and budgets for continuous tracking and insights for improvements;
Work strategically across the teams to define success metrics and evaluate impact of activities to drive business performance
Manage digital campaigns, drive and implement digital and transformation initiatives
Contribute to marketing efficiency and effectiveness by leveraging on global/regional capabilities and optimizing local resources
Take leadership and ownership of strategic initiatives aligned with global and regional priorities as and when required
Supporting other initiatives as and when required
Ensure processes and practices for all marketing activities are aligned with the required governance framework to manage and mitigate risks; Coordinate required legal and compliance approvals of all marketing and communications materials; maintain central file of all approvals.
Collaborate with different teams within Marketing, Business and other functions globally and in the region, to integrate global/regional objectives with local priorities, and to implement and optimize impact of marketing initiatives
Coordinate with external agencies on campaign delivery, coordinate relationships with vendors.
A focus on China, in particular; for the above
Degree in Marketing or other related business discipline
At least 10-15 years in Marketing, Communications
Open to experience in a financial services/consumer banking/affluent banking/private bank/asset management or investments organization; or Non-industry profiles with sound marketing knowledge and experience from leading brands and/or marketing organizations
Strong understanding of the industry, and Asian competitive landscape
Marketing professional, strategic thinker and all-round marketeer, with good understanding of finance;
Digital Experience and Expertise advantageous
Creative mind with the ability to formulate strategies and solid project management capabilities to take this to execution
Strong relationship management and influencing skills
Excellent Writing and Communication, as well as Presentation Skills
Strategic and analytical with meticulous attention to detail; ability to think strategically yet hands on in execution
Proficient in Microsoft office, Powerpoint, Excel and other software
Strong understanding of marketing, in industry context, strategies and use of all channels
Understanding and strong use of data and able to move business in direction of data-focused marketing
Having a previous background or experience in running campaigns with email marketing, paid media campaigns, social campaigns and use of email, web and social analytics, and use of dashboards, ability to extract information for insights
Knowledge of digital marketing techniques and campaign management
Excellent project management, problem-solving and time management skills
Excellent language skills: Effective bilingual speaker and writer in English and Chinese (Mandarin)
Exposure to or understanding of private banking, asset management industry
Understanding of the wealth industry in Asia, including China
Success in this role demands a strong strategic and analytical orientation coupled with exceptional communication skills as well as a highly collaborative nature.
Having a previous background or experience in running campaigns with email marketing, paid media campaigns, social campaigns and use of email, web and social analytics, and use of dashboards, is a plus
Ability to interact, influence and communicate effectively with all levels of the organization and across Lines of Businesses
High level of independence, energy and integrity; Responsible and accountable; Respect for diversity of opinions and styles; Flexible in approach
Strong leadership and strategic thinking; Ability to manage challenges and solve problems effectively in ever-changing and ambiguous environments
Demonstrate strong problem solving skills with proven ability to present solutions to complex issues
Strong sense of governance to ensure compliance with regulatory and internal requirements
Ability to multi-task, work in a demanding, fast paced environment, and handle multiple, competing priorities and projects with quality output at one time
Ability to adapt quickly and shift priorities based on unexpected business demands
Non-industry profiles will be considered for sound marketing knowledge and experience from leading brands and/or marketing organizations