Job Description
Provide thought leadership, strategy and transformational insights to the strategic digital marketing function.
Develop, manage and drive the digital marketing agenda in the country.
Effectively manage digital marketing budgets to yield the most optimum ROI.
Manage and coordinate all the internal communications activities for the country, to ensure clarity and transparency
Responsible for consistency of country internal communications with regional / Group themes
Build profile of business and management team internally within the country, with a focus on ensuring employees at all levels have a clear understanding of strategy, business capabilities and achievements, thought leadership, management expertise, and community initiatives
Manage and co-ordinate all internet content, intranet sites and structure/design/issuing of internal e-newsletters
Manage and co-ordinate all social media communications
Responsible for online communications, social media channels management, campaigns and content strategy
Key Roles and Responsibilities Strategy:
Drive digital marketing initiatives that will drive online acquisition, digital channel utilisation as well as brand awareness
Drive and manage Paid, Owned and Earned media across Online/Mobile
Drive the deployment of Always On Paid Media strategy
Ownership of the Group Internal Communications policy in country.
Lead and coordinate the internal communications strategies consistent with business strategy and directly supporting business operations and the achievement of business goals.
Business:
Work with CEO closely to address the CEO message & communication effectively across the Bank.
Work closely with the Group Brand and Marketing team to guide the strategic direction and leadership of internal and external corporate brand plans to ensure that the role of the corporate brand and values are fully understood.
Develop and manage end to end Digital Marketing campaigns working closely with the Retail Products, Digital banking and Agencies;
Understand and drive the deployment of Performance (CPA/CPL) model in Paid Media for Online Acquisition
Understand the levers and drive the and drive the performance of Owned Media properties and optimize to drive business KPIs
Understand and supervise SEO implementation and improvements to the site content, usability, design
Drive implementation and tracking of Social Media campaigns and drive fan base across platforms such as Facebook, LinkedIn and Twitter
Processes:
Ensure adherence to the desk operating instructions for the role
Follow best practices to allow for solutions that are in line with the Digital marketing and Internal communications strategies globally and partner with COEs to ensure end-to-end alignment is in place
Identify areas for process improvement and recommend areas to improve functional effectiveness and improve operational efficiencies
People and Talent:
Develop talent pool and transfer knowledge for future growth and continuity
Risk Management:
Demonstrate shift towards anticipation of risk
Active involvement in Risk Management, both reputational and operational to ensure they are proactively identified and mitigated and all issues are reported/escalated in a timely manner in line with Group and local policies and procedures
Work with the sub-regional Head of Corporate Affairs and Brand & Marketing to manage key projects and strategy changes that need to be communicated across the Bank.
Governance:
Manage digital marketing budget and internal communications budgets within limits, with a culture for cost management.
Accountable for digital marketing and internal communications governance to ensure consistency in implementation for both functions within the guidelines
Engage the full suite of internal communications tools when delivering key initiatives, from social media to the intranet to videos and mobile phones
Maintain a tight control on social media channels of all issues that have the potential to cause reputational damage to the Bank in-country. Manage crises and proactively deal with threats to the Bank’s reputation
Ensure compliance with the Bank’s social media and communications policies
Ensure adherence to the Risk Management Framework, Group Code of Conduct and various Policies, Procedures and Guidelines of the Bank’s 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.
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.
Internalize the Group’s values and code of conduct in and adhere with the highest standards of ethics, and compliance with relevant policies, processes and regulations.
Key Stakeholders Internal:
Corporate Affairs, Brand & Marketing Team
Digital Channel Team
Product Management Team
Segment Management Team
Customer Service/Service Quality Teams
Business and Function Heads
Country CEO
External:
Digital Media Agency
Digital Creative Agency
CPA model agency
Analytics agency
Digital services agency
Publishers like Facebook, LinkedIn etc
Tools and product providers
Web Content Management agency
Media agencies
Online partners
Vendors and suppliers
Network with regional peers in the industry and other sectors
Other Responsibilities
Embed Here for good and Group’s brand and values in Corporate Affairs
Perform other responsibilities assigned under Group, Country, Business or Functional policies and procedures.
Qualifications and Skills Key Behaviours:
Ability to work with senior management and be a trusted partner to the business
Influencing across of a culturally diverse team across functions and geographies without direct reporting line
Responsibility and perseverance
High standards of professional integrity and ability to meet deadlines
Excellent interpersonal skills
Ability to adapt to rapidly changing situations and to work in high pressure environments
Ability to stay on top of trends
Appetite for learning new ways of doing things and adopting new technologies
Functional:
At least 8 years experience in a communications related discipline
Relevant Tertiary qualifications, preferably with Masters degree and digital certifications
On and off line communications experience, including an interest and knowledge of new social media tools and techniques;
Previous experience with a digital and/or communications role (client or agency)
Deep Experience in managing SEM, SEM/PPC, Display & Affiliate marketing is a must;
Extensive experience in E2E marketing campaign management from research to implementation phase and ROI measurement;
Experience in using Digital Analytics and Media tracking tools (Omniture and Google Analytics) with strong understanding of technical aspects of Digital media performance & measurement
Talent, Skill and Knowledge:
Senior stakeholder influencing and engagement skills
Excellent communications, analytical, project-management, time-management and interpersonal skills
Strong attention to detail
Ability to mobilize teams
Experience building digital brands, ensuring strong linkage to the external brand position
Experience building collaborative relationships with other marketing and communication professionals along with the ability to participate in cross-functional projects
Open and honest team player
Creative thinker
Persuasive negotiator with excellent verbal and written communication skills
Excellent organisational skills, ability to prioritise and manage multitude of issues simultaneously
Significant experience of managing professionals over a geographically and culturally diverse region
Good at Excel, PowerPoint and other MS office programs.
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