Responsibilities
Brand Strategy & Identity
- Brand Positioning: Define and evolve the brand's unique value proposition (UVP) to differentiate from competitors.
- Brand Governance: Act as the ultimate "Brand Guardian," ensuring all visual assets, tone of voice, and messaging across all departments (Retail, Wealth, Corporate) remain consistent.
- Brand Equity Tracking: Monitor brand health metrics (NPS, awareness, sentiment) and adjust strategies based on market perception.
Integrated Campaign Management
- End-to-End Campaigns: Lead high-impact 360-degree marketing campaigns across TV, Digital, OOH, and Social Media to drive brand consideration.
- Segment Marketing: Develop tailored branding strategies for specific high-value segments, such as HNWIs (High-Net-Worth Individuals) or Gen Z digital natives.
- Sponsorship & Partnerships: Identify and manage strategic brand associations (e.g., sports sponsorships, arts festivals, or ESG initiatives).
Stakeholder & Agency Management
- C-Suite Advisory: Present brand performance and strategic roadmaps to senior leadership (CMO/CEO).
- Agency Leadership: Manage relationships with creative, media-buying, and PR agencies to ensure top-tier execution and cost-efficiency.
- Cross-Functional Alignment: Work closely with Product teams (Credit Cards, Loans, Mortgages) to ensure product ads align with the overarching brand story.
Compliance & Reputation Management
- Regulatory Compliance: Ensure every marketing asset strictly adheres to local financial regulations (e.g., HKMA in HK, FCA in UK) and internal legal/compliance standards.
- Crisis Communications: Partner with PR teams to manage brand reputation during market volatility or operational issues.
Digital Transformation & Content
- Content Strategy: Oversee "Thought Leadership" content (e.g., market outlooks, whitepapers) to position the firm as an expert.
- MarTech Integration: Leverage CRM and data analytics to deliver personalized brand experiences and improve Customer Lifetime Value (CLV).
Budgeting
- P&L Responsibility: Manage multi-million dollar annual marketing budgets and prove Return on Brand Investment (ROBI).
Requirements
- Bachelor's degree holder
- At least 10 years of relevant experience gained from large financial institutions
- Fluent Cantonese and English
