Job Summary

We are currently inviting applications for the role of Content Strategist - Digital Content & Discovery . This dynamic position calls for a strategic and performance-focused individual to lead content discovery initiatives across Standard Chartered's (SC) homepage and the SC mobile application. The successful candidate will play a pivotal role in shaping and optimising how wealth management, investment, and Chief Investment Office (CIO) content is presented to affluent and high-net-worth clients across our key markets.

In this role, you will be part of the WRB Global Digital Sales team, working collaboratively with diverse stakeholders including country teams, product specialists, and technology experts. Your focus will be to design impactful content programs and digital experiences that enhance prospects' engagement and support client acquisition through our digital platforms. You will champion a client-centric approach, ensuring that content aligns with customer intent and delivers tangible business results.

Reporting to the Head of Digital Content, you will integrate content strategy with advanced digital sales techniques, generative engine optimisation (GEO) and search engine optimisation (SEO) expertise, and innovative experimentation. Additionally, the role involves incorporating emerging digital trends such as AI-enhanced content personalisation and discovery to continuously advance the bank’s digital engagement. This presents an exciting opportunity to directly contribute to enriching the client’s digital journey while driving commercial success.

As a key collaborator with Web and Digital Hive teams, as well as Wealth Client Engagement and Wealth Solutions units, you will help define the strategic structuring and prioritisation of premium content. Your efforts will be crucial in delivering insightful, value-driven user journeys tailored specifically for the Wealth and Affluent client segments. This is a role where creativity, analytical insights, and cross-functional teamwork intersect to produce exceptional digital content experiences.

Key Responsibilities

In strong collaboration with Mar Tech, Product, Digital Sales and Analytics team:
•    Define and develop the content strategy for SC’s digital assets, including sc.com, SC mobile app, aligned with the bank’s Wealth & Affluent strategy, product priorities and key campaigns and growth initiatives in key markets
•    Own the end-to-end orchestration of digital content across web and app to drive client acquisition and engagement, translating business priorities into measurable sales and conversion outcomes through effective reuse of existing content and GenAI-enabled tools 
•    Coordinate with the Wealth and CIO teams to ensure content is optimised for discovery and manage the full content lifecycle for the homepage and mobile app, ensuring the right content surfaces to the right users at the right time 
•    Establish clear rules, logic and governance frameworks on how content is presented and sequenced based on client intent and digital channel context 
•    Prioritise targeted content creation and content refreshes to drive acquisition and engagement
•    Ensure the right mix of CIO content, investment articles, weekly/monthly market insights, developed by different teams in SC, are surfaced appropriately on the right platforms (including external websites) and channels in a timely manner where relevant to build authority through content syndication
•    Be a trendspotter to identify and surface the right communications or relevant digital content to customers based on the latest trends that are happening
•    Monitor search trends, performance and engagement metrics for different content types across segments, products, platforms and devices to 1) influence best-in-class content and experience for users on homepage and the SC mobile app and 2) experiment different customer journeys and conversion flows
•    Demonstrate a working understanding of Gen AI tools and prompt design, leveraging large language models  (LLM) capabilities to enhance content ideation, workflow efficiency and performance experimentation
•    Conduct structured A/B testing and experimentation programmes across homepage modules, content sequencing and engagement formats to optimise homepage performance and user journey flows which will lead to better engagement, dwell time, leads and conversion

Our Ideal Candidate

Our ideal candidate brings a robust mix of strategic insight, digital expertise, and a nuanced understanding of financial services content targeting affluent client segments. Key attributes include:

• A minimum of 8 to 12 years' experience specialising in digital content strategy and operational management, ideally within financial services or wealth management environments.
• Deep familiarity with wealth management, investment products, and banking services tailored to high-net-worth clients, with a proven track record of managing high-traffic content surfaces like homepages or major digital platforms.
• Strong analytical capability with demonstrated expertise in interpreting performance metrics, conducting A/B testing, and implementing content personalisation strategies to maximise user engagement and commercial impact.
• Advanced proficiency in GEO targeting and SEO principles, coupled with a sound understanding of emerging AI technologies, generative search functions, and how large language models can optimise content discovery.
• Exceptional stakeholder management skills, with the ability to effectively communicate and collaborate with diverse, cross-functional teams including Product Management, Digital Sales, Marketing, and Compliance across multiple geographic markets.
• A proactive, inquisitive mindset with a passion for staying ahead of industry trends and digital innovation, ensuring content strategies remain cutting-edge and client-focused.

We seek a candidate who is not only technically proficient but also embodies strong leadership qualities, strategic thinking, and an inclusive approach to teamwork that fosters open communication and shared success.

Role specific technical skills and competencies

To thrive in this role, the following technical skills and competencies are essential:

• Creative Writing Skills: Ability to craft compelling, clear, and client-centric financial content that informs and engages diverse audiences.
• Financial Services Acumen: Solid understanding of financial products, wealth management concepts, and investment principles.
• Visual Communications: Competence in designing content layouts that enhance readability and user engagement, complemented by an appreciation of visual storytelling within digital contexts.
• UI/UX Insight: Knowledge of user interface and user experience best practices to optimise content placement and interaction flows on digital platforms.
• AI Tools for Content Development: Familiarity with AI-driven content generation and management tools, including prompt engineering and large language model capabilities to streamline workflows and innovate content approaches.
• Performance Metrics Analysis: Skilled in measuring and interpreting content performance data to inform strategic content decisions, operational improvements, and optimisation experiments.

These competencies collectively enable the Content Strategist to craft engaging, data-driven, and technologically enhanced digital financial content that drives measurable business results.

About Standard Chartered

We're an international bank, nimble enough to act, big enough for impact. For more than 170 years, we've worked to make a positive difference for our clients, communities, and each other. We question the status quo, love a challenge and enjoy finding new opportunities to grow and do better than before. If you're looking for a career with purpose and you want to work for a bank making a difference, we want to hear from you. You can count on us to celebrate your unique talents and we can't wait to see the talents you can bring us.

Our purpose, to drive commerce and prosperity through our unique diversity, together with our brand promise, to be here for good are achieved by how we each live our valued behaviours. When you work with us, you'll see how we value difference and advocate inclusion.

Together we:

• Do the right thing and are assertive, challenge one another, and live with integrity, while putting the client at the heart of what we do
• Never settle, continuously striving to improve and innovate, keeping things simple and learning from doing well, and not so well
• Are better together, we can be ourselves, be inclusive, see more good in others, and work collectively to build for the long term

What we offer

In line with our Fair Pay Charter, we offer a competitive salary and benefits to support your mental, physical, financial and social wellbeing.

• Core bank funding for retirement savings, medical and life insurance, with flexible and voluntary benefits available in some locations.
• Time-off including annual leave, parental/maternity (20 weeks), sabbatical (12 months maximum) and volunteering leave (3 days), along with minimum global standards for annual and public holiday, which is combined to 30 days minimum.
• Flexible working options based around home and office locations, with flexible working patterns.
• Proactive wellbeing support through Unmind, a market-leading digital wellbeing platform, development courses for resilience and other human skills, global Employee Assistance Programme, sick leave, mental health first-aiders and all sorts of self-help toolkits
• A continuous learning culture to support your growth, with opportunities to reskill and upskill and access to physical, virtual and digital learning.
• Being part of an inclusive and values driven organisation, one that embraces and celebrates our unique diversity, across our teams, business functions and geographies - everyone feels respected and can realise their full potential.