Head of Brand & Marketing

Job Description

Strategy

• Determine the Brand & Marketing strategies for the Indonesia, working closely with the Corporate Affairs and Brand & Marketing (CABM) Head, CPBB (Consumer, Priority, Business Banking) Head and Indonesia Client Business Head, ensuring alignment with the Group strategy
• Contribute to overall Brand & Marketing visions/priorities
• Work with the functions country/cluster Heads and Management Teams to manage and implement key projects and strategy changes across the Bank

Strategic Marketing & Marketing Communication Management

• Use consumer, competitor and research insights to provide thought leadership to formulation of marketing strategy that supports the Indonesia brand & marketing and business strategy
• Draw on research insights as an input to the Customer Value Proposition (each Client Segment Head owns their Customer Value Proposition)
• Develop, socialise and implement the annual marketing plan/calendar
• Project manage enterprise marketing campaigns and programs to include Global and Regional Sponsorships
• Drive digital marketing with the Product team using the existing digital platform Straight to Bank
• Forecast, measure and report on all marketing activity results within agreed deadlines

Business

• Alignment to Country s strategy, business strategies and priorities, whilst maintaining Group wide standards
• Lead the team to develop plans for Brand & Marketing disciplines, deliver quality activities to drive exceptional client and corporate level experience, backed up by well design actionable metrics that are used for future decision making.
• Deliver quality activities to drive exceptional client experiences - on plan, on budget and on time
• Drive digital strategy and effective use of digital platforms across the Bank
• Provide direction on leveraging research insights to develop Customer Value Propositions and Thought Leadership positions to Indonesia Management Teams, integrating them into Brand & Marketing plans
• Act as the consumer advocate, surface customer insights/needs in order to develop bundled product propositions with cross functional business teams
• Develop and own the country cross-sell and Products Per Customer (PPC) roadmap to meet near and long-term PPC targets
• Coordinate cross-functional teams to develop and execute product bundle/cross-sell initiatives
• Design and execute campaigns to meet segment/product needs
• Ensure functioning regular business review meetings with Segment Heads
• Lead and execute an integrated Customer Analytics that provides insight and realisation of segment, product and channel objectives.
• Manage end-to-end leads management process to ensure integration and coordination of activities across Product, Segment, Marketing, Risk and Relationship Managers teams to maximize business outcomes
• Drive and ensure that customer analytics are applied to strategic marketing plans that deliver sustainable growth
• Develop data briefs to provide meaningful customer insights
• Integrate the Brand strategy into the overall business strategy of the Bank working across Corporate Affairs and Brand & Marketing platforms, such as internal and external communication.
• Be a Brand Champion - ensure all segment and product campaigns live up to our Brand promise of Here for good while, at the same time, delivering committed business outcomes
• Lead the delivery of Marketing activities in a framework that ensure they are executed within the brand specifications (brand positioning, brand architecture) to reinforce the overall SCB brand positioning through consistency in tone, manner, look and feel. Drive brand awareness and consideration in the region and achieve targeted metric levels for the region.
• Monitor sponsorships and donations at a regional and country level to ensure they are consistent and appropriate for the Bank

Processes

• Ensure both functions follow their desk operating instructions
• Manage the KCSA and Operational Risk standards for the Brand and Marketing teams in the Indonesia Build in best practices to allow for solutions that are in line with the B&M strategy globally and partner with COEs within B&M and CA to make sure end to end alignment is in place.
• Proactively manage advertising and media agencies
• Identify areas for process improvement and recommend ways to increase functional effectiveness and improve operational efficiencies

People and Talent

• Work with the CABM Head to create a strong professional team of Marketing professionals
• Able to share and advice on best practices and emerging developments across the country/region
• Enhance leadership capability and creative a culture of talent development and empowerment in both functions. Champion capability and training requirements for the B&M teams
• Build in best practice to allow for solutions that are on message with the CA strategy globally and partner with COE s within B&M to make sure end to end alignment is in place
• Assess and measure the team s activities to ensure alignment with plans, forecasts and capacity models.

Risk Management

• Demonstrate shift towards anticipation of risk
• Provide leadership around Risk Management, both reputational and operational to ensure they are proactively identified and mitigated in country and all issues are timely reported/escalated in line with Group and local policies and procedures
• Provide leadership and co-ordination of issues and crisis communications to the functions at cluster and country levels
• Work with the Regional Head of Corporate Affairs and Regional Head of Communications to manage key projects and strategy changes that need to be communicated across the Bank.

Governance

• Accountability for the Brand & Marketing budgets and scorecards.
• Ensure adherence to the Risk Management Framework, Group Code of Conduct and various Policies, Procedures and Guidelines of the Bank by the Regional Corporate Affairs and Brand & Marketing teams

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.
• Lead the Corporate Affairs and Brand & Marketing regional team to achieve the outcomes set out in the Bank s Conduct Principles: The Right Environment.
• Effectively and collaboratively identify, escalate, mitigate and resolve risk, conduct and compliance matters.
• Provide leadership in Brand & Marketing to comply with the highest standards of regulatory and business conduct and practices as defined by internal and external requirements. Understand and ensure compliance with, in letter and spirit, all applicable laws, regulations and guidelines including those governing securities activities, company law, anti-money laundering, terrorist financing and sanctions; the Group s policies and procedures; and the Group Code of Conduct. Take personal responsibility for understanding the risk and compliance requirements of the role. Effectively and collaboratively identify, escalate, mitigate and resolve risk and compliance matters.
• Embed the Group s Values and Group Code of Conduct to ensure adherence with the highest standards of ethics. Comply with relevant policies, processes and regulations, as part of the culture. Lead by example by displaying exemplary conduct behaviours and take personal responsibility for:
• The conduct of individuals in Brand & Marketing, ensuring behaviours set out in the Group Code of Conduct are followed.
• Brand & Marketing achieving the outcomes set out in the Conduct Principals and Pillars.
• Both direct and indirect/dotted line managers are individually accountable to proactively communicate, collaborate and agree on the conduct ratings of employees.

Key StakeholdersInternal - functional

• Head of Corporate Affairs and Brand & Marketing

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Keyskills :
code of conductrisk management frameworkcustomer value propositioncompany lawbrand strategycustomer valuerisk managementbrand awarenesstime managementglobal strategydigital strategy