SVP / VP, Branding & Communications Team Head, Private Banking, Consumer Banking Group

Business Function:

DBS Private Banking offers a one-stop, full-service touch-point for total banking requirements and provides the highest level of personalised banking. We have a team of dedicated, experienced investment advisors who identify opportunities in the various asset classes and employ the best strategies and product vehicles to cater to each client's needs. Coupled with partnerships within the DBS network and with global institutions, we strive to build long-term relationships with our Private Banking clients in Asia by providing them with high quality, timely and extensive wealth management, investment and financial solutions. We are seeking a dynamic and visionary leader to join our Regional Marketing (PBTPC) team.

Job Purpose:

A senior leader responsible for the management and development of functional / chapter leads within the Marketing & Communications, PR, Sponsorship, Brand & Internal Communications domains. The candidate serves as the expert leader in marketing, branding, PR, Sponsorship and internal communications, ensuring the organisation maintains a strong, cohesive brand identity, reputational advocacy and communication strategy. Supports senior leadership by leveraging data to guide decision-making.

Responsibilities:

• Work with the Regional Head, Wealth Marketing to identify, develop and deliver the over-arching brand strategy for both DBS Private Bank (PB) and DBS Treasures Private Client (TPC) segments
• Oversee all components of brand and client communications management under a one bank unified brand
• Collaborate with senior leadership to align marketing initiatives with corporate objectives
• Develop and execute marketing strategies aligned with business goals and objectives, including increase in new clients through a strong brand awareness and recall of our key wealth segments
• Manage relationships with external agencies and ensure alignment with brand standards
• Analyze emerging market trends and evolving customer insights to identify growth opportunities including the next generation clientele
• Ensure compliance with regulatory requirements in all marketing and communication activities

Branding and Communications

• Develop and implement a unified brand, external and internal communications strategy aligned with business goals for both DBS Private Bank (PB) and DBS Treasures Private Client (TPC)
• Act as the brand guardian for both DBS Private Bank (PB) and DBS Treasures Private Client (TPC) to ensure consistency of branding across the PB and TPC markets.
• Provide guidance through clear approval framework and process for all client touchpoints and materials under PB and TPC segments.
• Ensuring consistency and alignment across all external communications and touchpoints
• Develop and deliver annual brand, marketing, sponsorship plans, both strategically and tactically
• Lead the creation and implementation of major brand campaigns for PB and TPC with alignment of Wealth Continuum's key objectives and value propositions
• Develop strong and comprehensive advertising and media plans for both DBS Private Bank (PB) and DBS Treasures Private Client (TPC)
• Manage key stakeholders including sales, product and Wealth Continuum teams to synergize and synthesize varied opinions and preferences
• Ensure wealth marketing materials and support any PB and TPC client communications required

Right Segmentation

• Work closely with segments teams to align messaging and deliver value-driven content for right segmentation across the wealth segments
• Develop compelling messaging for clients for each segment and provide clarity on the value propositions to support the right segmentation efforts upstream and downstream
• Collaborate with segment teams to deliver personalised customer communications that align with brand and marketing strategy.
• Focus on content creation, ensuring high-quality, impactful communications that resonate with target audiences.

Stakeholder Coordination

• Act as the central liaison between the Marketing team and internal departments to ensure smooth planning and execution of brand campaigns for PB and TPC segments
• Manage the internal approval process for brand marketing concepts, budgets, and promotional materials by preparing detailed briefs and obtaining timely sign-offs from relevant stakeholders
• Proactively communicate timelines, responsibilities, and progress updates to all internal stakeholders, ensuring alignment at every stage of the brand marketing campaign lifecycle
• Coordinate with Compliance and Legal teams to ensure all client communications and associated content adhere to regulatory requirements and brand guidelines
• Budget and resource management

Brand Metrics & Performance Marketing

• Oversee and manage brand core metrics, ensuring the bank maintains and strengthens its position as a leading brand in the financial industry
• Leverage performance marketing tools and platforms to measure brand performance and inform future brand strategies.
• Optimize marketing spend to ensure proper utilization and optimized spends across the various media channels for maximum results

Competitor Insights and Lead Generation

• Oversee and manage brand core metrics, ensuring the bank maintains and strengthens its position as a leading brand in the financial industry, using data and insights to measure brand performance and inform future brand strategies.
• Strong ability to discover new market trends, evolving research consumer insights and monitor competitors' activities to advise the brand and marketing future strategies

Reporting

• Provide monthly marketing highlights and dashboards to update management
• Prepare executive summary presentations for top management review
• Analyze performance metrics such as attendance rates, leads generated, customer conversions and other on-ground insights/feedback

Calendar & Timeline Management

• Maintain and manage an annual marketing events calendar that supports all local and overseas events
• Ensure each event is delivered on time and in accordance with critical deadlines, approvals, and coordination timelines

Requirements:

• Bachelor's degree in Marketing, Communications, Business Administration, or related field
• More than 15 years of experience in branding and marketing, or related roles (preferably in the banking or financial services sector)
• Strong knowledge of brand management, digital marketing, and customer engagement strategies.
• Proven track record in brand management
• Excellent leadership, project management, and organizational skills.
• Strong organizational and time management skills with the ability to handle multiple projects simultaneously
• Excellent communication and interpersonal skills
• Proficiency in Microsoft Office Suite
• Strong brand and communications leader
• Collaborative team player who can help manage and influence our key stakeholders
• Budget management, stakeholder engagement, problem-solving and crisis management skills