Job Description

GCB 4

Principal responsibilities:

• Own the Global Chinese marketing strategy (by working with HK, China and Singapore stakeholders in Marketing, Proposition and Distributions) to set the vision, positioning, and annual plan to grow brand relevance and acquisition/referrals/engagement
• Lead the planning of integrated, multi-market campaigns across paid, owned, and earned channels (out-of-home display, digital, social, CRM, partnerships, events), balancing consistency with smart localisation
• Shape go-to-market plans relevant to Global Chinese customers. Brief and oversee creative, media, and PR agencies to ensure culturally fluent content (Mandarin / Cantonese where relevant), brand-safe execution, and high-quality storytelling across touchpoints
• Define KPIs (awareness, consideration, leads, conversion, NPS/engagement), track performance dashboards, run test-and-learn experiments, and optimise spend and channel mix
• Influence stakeholders across regions to align priorities and ensure compliance with brand / regulatory requirements with effective governance
• Timely competitor analysis to ensure our strategies and offers are competitive
• Manage marketing budgets and ensure effective deployment to enhance return on investment

Requirements

• Ability to assess and guide culturally fluent marketing for Global Chinese audiences
• Mandarin and Cantonese proficiency is a must (or demonstrable experience leading Mandarin/Cantonese creative development with native-language reviewers), as well as excellent communication skills in English
• Bachelor’s degree in Marketing, Business, or related field (or equivalent experience)
• Extensive consumer marketing experience at management role, preferably in financial services
• Significant experience in strategic marketing and integrated campaign leadership, ideally across both Hong Kong and China
• Proven track record delivering measurable growth outcomes (acquisition, engagement, conversion and/or brand metrics)
• Hands-on experience across digital and social, lifecycle marketing, partnerships and events; strong understanding of paid media and performance optimisation
• Strong agency management experience (creative, media and PR), including briefing, evaluation and performance management.
• Experience working in a matrixed organisation with multiple stakeholders and competing priorities.
• Experience operating in regulated industries (e.g., financial services) is strongly preferred, with demonstrated ability to deliver within governance frameworks.
• Commitment to putting the customer and brand at the heart of all strategic thinking and implementation of activities