Executive Director, Head of Business Marketing (DBS Private Bank and Treasures Private Client)

Business Function

Group Strategic Marketing & Communications is responsible for building, protecting, and enhancing the DBS brand in an increasingly commoditised banking industry. Working closely with all units within the DBS Group, we create and execute integrated strategies that focus on communications especially digital communications, marketing and research to differentiate – and elevate – our brand from the rest of the competition.

Responsibilities

1. Branding, Customer Value Propositions and the Wealth Continuum

• Distinct positioning – ensure clear and differentiated branding and customer value propositions for DBS Private Bank and DBS Treasures Private Client that will allow both offerings to be clearly differentiated in the market and within the Bank on the Wealth Continuum.
• Strong and consistent branding across all client touchpoints from a global website to events to all marketing collaterals and correspondences
• Market visibility and presence – develop a strong omni-channel marketing strategy in Hong Kong and North Asia to secure top of mind awareness with the high-net worth and ultra-high net worth audience that DBS Private Bank and DBS Treasures Private Client are the wealth manager of choice for them and their families.
• Clear value propositions – ensure coherent and consistent communications in articulating the DBS Private Bank and DBS Treasures Private Client propositions to a diverse group of prospective clients.
• Wealth continuum conversion – design, test and refine the marketing programme to drive interest and conversion of qualified clients on the Wealth Continuum. This involves strong collaboration with other business segments and continuous performance tracking and monitoring.
• Develop marketing programmes for Wealth Planning across the region to drive strong awareness and preference for DBS Private Bank as the choice partner for family office, impact investing and succession planning.
• Awards and sponsorships – drive the agenda for global awards submission including review and assessment of speaking engagement and sponsorship opportunities to further position DBS Private Bank as a leading private bank globally.
• Client communications – develop, refine, and manage a governance framework for client communications across owned channels using data to enable relevant phygital client engagements.

2. Client Recognition Programme and Client Engagement

• Private Access – continuously create meaningful moments to deepen the banking relationship for the top 20% households in DBS Private Bank and DBS Treasures Private Client including:
  • Exclusive money-cannot-buy curated client experiences
  • Premium bespoke gifts
• Client experience and satisfaction – work with the Customer Experience team to drive customer satisfaction scores, particularly:
  • Identify the drivers of our customer satisfaction scores and analyse the data to formulate actions plans for improvements.
  • Ensure customer complaints are correctly identified with timely independent investigation and resolution with a view to reducing their frequency of occurrence and gaining positive client feedback.

3. Client Events

• Design a strategic framework for DBS Private Bank and DBS Treasures Private Client events from end-to-end, using data to understand client profiles, developing client selection criteria and enabling post-event analysis to determine ROI.
• Manage all DBS Private Bank and DBS Treasures Private Client events, working closely with the Regional marketing team to ensure consistency and quality execution.
• Work with the region and local stakeholders to identify quality partnerships to drive prospective client engagements.
• Work closely with the CIO team to curate content for marquee Market Outlook events, ensuring clear differentiation between DBS Private Bank, DBS Treasures Private Client and DBS Treasures.
• Work with the Wealth Planning team for the signature Future Leaders Programme to drive meaningful engagements with the second-generation members of our ultra-high net worth client families.

Requirements:

• Degree with at least 15 years of relevant experience in segment marketing, branding and client & brand engagement
• Prior relevant experience in the space of HNW/ UHNW marketing
• Strong leadership skills with the ability to motivate and lead a high performing team
• Excellent interpersonal and communication skills to engage and manage internal and external stakeholders effectively
• Highly analytical with strong business acumen and the ability to think out of the box
• Highly adept in using data to drive decisions and outcomes