Head of Marketing & Partnership, Consumer Financial Services

OCBC • Full Time • Hong Kong, Hong Kong Island, Hong Kong S.A.R. • 1w ago

WHO WE ARE:

As Singapore’s longest established bank, we have been dedicated to enabling individuals and businesses to achieve their aspirations since 1932. How? By taking the time to truly understand people. From there, we provide support, services, solutions, and career paths that meet their individual needs and desires.

Today, we’re on a journey of transformation. Leveraging technology and creativity to become a future-ready learning organisation. But for all that change, our strategic ambition is consistently clear and bold, which is to be Asia’s leading financial services partner for a sustainable future.

We invite you to build the bank of the future. Innovate the way we deliver financial services. Work in friendly, supportive teams. Build lasting value in your community. Help people grow their assets, business, and investments. Take your learning as far as you can. Or simply enjoy a vibrant, future-ready career.

Your Opportunity Starts Here.

Purpose of the role:

The Head of Marketing & Partnership, Consumer Financial Services (“CFS”) is a senior leadership role responsible for driving the overall marketing, brand positioning and strategic marketing partnership agenda for the Bank’s CFS business in Hong Kong and Macau.

This role formulates and executes integrated, data-driven marketing and partnership strategies to strengthen brand positioning, accelerate customer acquisition, deepen customer engagement, drive product penetration and unlock cross-selling opportunities through strategic partnerships, with the objective of driving revenue growth across all retail banking products, including wealth, lending, cards, and deposits.

The incumbent will lead a full funnel marketing model spanning acquisition, onboarding, engagement and retention while building a scalable partnership ecosystem to originate new-to-bank customers and grow AUM and balances. The role works closely with product, segment, distribution, digital, customer experience, analytics and regional teams to deliver commercially impactful marketing campaigns and partnership initiatives, while ensuring strong governance, regulatory compliance, and return on marketing investment.

What you will be doing:

Strategy and Leadership

Define and lead the end-to-end marketing and partnership strategy for CFS Hong Kong and Macau, aligned with entity and regional business priorities.
Lead the development of a data-led, customer-centric marketing model, integrating brand, performance and lifecycle marketing covering customer acquisition, onboarding, engagement, cross-sell and retention.
Provide thought leadership and influence entity and regional strategies through digital, data-led and performance marketing capabilities.
Partner with product, segment, distribution, digital, customer experience, analytics and regional teams to ensure effective implementation and commercialization of marketing initiatives.
Build, lead, and inspire a high-performing marketing and partnerships team with strong capabilities in digital marketing, analytics and strategic partnership management.
Foster a culture of innovation, accountability, collaboration, and customer-centricity.

Marketing & Campaign Management

Oversee the design and execution of integrated marketing and partnership campaigns to drive brand awareness, customer acquisition, product penetration and revenue growth.
Oversee commercialization of product campaigns across wealth, lending, cards and deposits, ensuring strong alignment with frontline sales channels.
Drive performance marketing excellence, including digital acquisition, conversion optimization and campaign ROI tracking.
Ensure consistent brand governance, tone of voice and customer experience across all touchpoints, in alignment with Group guidelines.

Strategic Marketing Partnerships

Build and lead a centralized partnership strategy for marketing the entire CFS business, expanding beyond product-specific partnerships to a full retail banking ecosystem.
Develop and institutionalize a partner engagement model in Hong Kong and Macau, to formulate win-win strategies in driving partnership engagement models with business partners, to grow CFS business through structured marketing campaigns and collaboration.
Enhance mutual value exchange including preferential offers, co-marketing and curated customer experiences
Design and implement partnership value propositions including preferential pricing and joint marketing campaigns and co-branded initiatives
Set up governance and performance tracking for partnerships, including KPIs such as referral conversion, account intake, AUM contribution and revenue generation
Work closely with product and distribution teams to ensure seamless execution and monetization of partnership pipelines.

Customer, Digital & Data Analytics

Own and optimize digital marketing channels, including online, mobile, and social platforms, to drive efficient customer acquisition and engagement.
Lead the development and deployment of martech, including CRM, marketing automation, and data platforms to enable personalized, data-driven marketing.
Leverage data analytics, segmentation and and customer insights to refine targeting, messaging and value propositions.
Drive enhancement of customer journeys and experience, ensuring seamless onboarding, servicing and engagement.
Collaborate with analytics team to implement predictive models, propensity scoring and personalization strategies.

Risk, Governance & Compliance

Ensure all marketing and partnership activities comply with regulatory requirements, internal policies, and risk frameworks.
Maintain strong oversight on marketing and partnership campaign approvals, digital marketing practices and customer communication standards.
Monitor and manage operational, reputational, and conduct risks associated with campaigns and partnerships.
Uphold robust data governance and quality standards to support decision-making and reporting.

Who are we looking for:

Degree holder in Marketing, Business Administration, Finance or related discipline
Minimum 20 years of integrated country and regional marketing experience. At least 10 years of proven track record in leading and mentoring high-performing teams.
Good command of MS Office and computer skills
Solid understanding of the marketing landscape and demonstrated ability to adapt digital marketing tactics in response to technology developments as they arise.
Commercially driven with a strong understanding of consumer financial business and regulatory environment.
Dynamic and strong communicator with the ability to influence cross functional business units.
Data-driven mindset with experience in marketing analytics and performance measurement.
Strong growth mindset, proactive, results-oriented and able to manage in a highly matrixed organization.

#LI-SL1

What we offer:

Competitive base salary. A suite of holistic, flexible benefits to suit every lifestyle. Community initiatives. Industry-leading learning and professional development opportunities. Your wellbeing, growth and aspirations are every bit as cared for as the needs of our customers.

OCBC

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