Business Function:
DBS Institutional Banking Group provides corporate customers with a full range of commercial banking products and services, including cash management services, current accounts, time deposits, trade finance, working capital finance, term loans and foreign exchange. Through our continued commitment, DBS has cultivated long-standing relationships with its customers in the region that are based on account relationship management, service differentiation, product development and rigorous credit standards.
Job Purpose:
As the Regional SME Business Marketing & Activation lead, you are embedded with the SME product & sales teams to translate business priorities into marketing activation and engagement opportunities to achieve the objectives of
1) Building affinity with existing customers
2) Engage existing customers to upsell and cross-sell
3) Activate and engage "new to bank" potential prospects. You will play an important role to develop key activation tactics aligned with business outcomes.
In addition, as an activations lead, you will also be working very closely with the DBS group communications team as well as external media to drive overall brand awareness, credibility and affinity to SMEs.
Responsibilities: - You need to plan and operationalise SME marketing activations across IBG led engagement initiatives (Seasonal gifting, BusinessClass events, Golf event etc) and Bank wide customer engagements (Spring Fest, Regatta, Asian insights conference etc) (but not limited to):
- Develop and drive activation execution - With consideration to drive awareness to conversion
- Manage day-to-day stakeholder management to bring to life the various marketing & engagement initiatives
- Partner closely with business and relationship managers to support their revenue targets (Also ensuring that the communications and positioning is aligned to meet targets)
- Delivering to the KPIs; RSVP, click-through, reach, leads, conversions (but not limited to) - Define and develop a measured approach to the agreed business outcomes
- Co-develop launch and/or engagement plans with our partners (Both physical and online events)
- Have an omnichannel execution plan to include - ATL, BTL and PR in partnership with our Group Strategic Marketing Communications team
- Develop best practice in activation marketing to share with in-country marketing teams - India, Indonesia, China, Taiwan and Hong Kong
Requirements: - Bachelor's degree with a minimum of 8 years' experience in a brand marketing, digital marketing or in similar environments
- Have a problem solving, data-driven mindset, developing cohesive programs to scale, while having the ability to understand the larger business outcomes (for the near and long term)
- Strong skills in communications, brand, product, project management and ability to develop and execution on commercialisation plans
- Have had previous successful initiatives in achieving targets while working with creative and media agencies
- Be an effective stakeholder to be highly collaborative and execute seamlessly of cross-functional initiatives
- Ability to manage multiple programs while keeping budgeting and timeline deliverables
- Highly adaptable and learn quickly from feedback to respond with prompt solutions to demonstrate the dynamic evolution required
- A self-starter that is decisive, have a positive attitude while having a keen eye to detail
- Be an active team member in the SME regional marketing team and to the extended IBG regional team
- Foster excellent relationships across the cross functional teams to support collaboration efforts
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