This role has the responsibility for executing the marketing strategy for Priority and International banking segment, Wealth Products and Employee Banking. It includes strategic campaign development (offline and online) for acquisition and cross-sell, lead generation programs, promote Wealth and other bank products to PC and EB base, and analysis of campaign effectiveness. This position will help build and nurture the bank’s customer base across the key segments. The position is an integral part of the global marketing team and has interactions with many cross-functional teams including global marketing, product management, sales, and creative teams. This role is also integral in maintaining branding and new marketing strategy through the offline and digital channel.
Leading role in managing Marketing Initiatives (Offline and digital campaigns) for the Priority and NRI Segment, Wealth products and Employee Banking channel within the India Consumer Bank.
Owner of Retail Marketing Budget and responsible for budget allocation across Priority and International banking segments, Wealth Products and Employee banking and tracking and execution of various Marketing Initiatives.
Brand Custodian for the Standard Chartered India brand bearing responsibility of a gatekeeper for all customer communication and ensuring it is brand complaint
Leverage on LFC and other Standard Chartered properties for the segment
Governance – ensure compliance with brand guidelines, best practices and creative approval process, and vendor management process
Consultative support to product teams, providing on-field research, market insights, competitive bench-marking & creative strategy.
Strategy and Business Development
o Develop an effective digital and non-digital strategy across products and segments
o Responsible for driving portfolio NTB and NTP growth via cross-sell initiatives
o Media planning and buying in conjunction with the media agencies.
o Develop an end to end lead management process for effectively managing leads and leads response on real time basis
Campaign Management
o Working in conjunction with the agency build effective ATL strategy for the brand
o Consultative support to all segments and product teams for designing and implementing ATL campaigns
o Analyzing sales and response data of various products to build effective marketing programmes
o Monitor advertising & promotional spends against established budgets
Other projects
o Assisting the marketing head in various other projects
o Track competitor activity / trends & provide feedback
LEADERSHIP COMPETENCIES
Leadership Level: Please choose the leadership level (e.g., Organisation Leader) after reviewing the Leadership Competencies HRBP Guide
Spot Opportunities
Business / Function Manager
Solve Problems
Business / Function Manager
Take the Lead
Business / Function Manager
Build Resilience
Business / Function Manager
Collaborate
Business / Function Manager
Communicate
Business / Function Manager
Deliver Sustainably
Business / Function Manager
Achieve Results
Business / Function Manager
TECHNICAL COMPETENCIES
Target Proficiency Level: Please choose proficiency level based on definition in the Competency Framework (Entry, Core, Advanced or Expert)
Brand - Brand Awareness
Advanced
Brand - Marketing Strategies and Channels
Advanced
Business - Business Partnering
Advanced
Business - Manager Vendors
Advanced
Business – Market Knowledge (SIF)
Advanced
Business – Strategy and Business Model (SIF)
Core
Manage Conduct
Advanced
Manage People
Advanced
Manage Risk
Advanced
KNOWLEDGE, SKILLS and EXPERIENCE
MBA from Tier-I institute with 10-12 years of experience in the FMCG, Financial Services
Should have knowledge of financial services industry and ideally should have handled marketing of financial products.
Should be familiar with preparing marketing plans and possess basic knowledge of advertising, direct marketing, promotions and events.
Should be conversant with quantitative analysis tools.
Should be a self-starter with well-developed communication & inter-personal skills.
Should be able to influence others without a direct supervisor-subordinate relationship
Excellent analytical, presentation, communication, and interpersonal skills
Self-motivated with the ability to manage and prioritize multiple projects
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