Job Summary

The Associate Director of Brand and Marketing Communications is the strategic custodian and guardian of the bank’s brand, responsible for shaping, protecting, and amplifying brand equity across all client segments, including Wealth & Retail Banking and Corporate & Investment Banking 

This role leads the development and execution of integrated marketing strategies that drive business growth, deepen client engagement, and strengthen the bank’s market positioning in the market, while ensuring full alignment with global brand standards and regulatory expectations. 

Key Responsibilities

Brand Strategy and Governance 
•    Act as the guardian of the bank’s brand, ensuring consistency, integrity, and differentiation across all channels and touchpoints 
•    Drive SCB brand that is true to the brand promise and vision in everything that we do and say that reaches to our customer / clients
•    Translate global brand strategy into locally relevant positioning and narratives 
•    Oversee brand governance, including adherence to brand guidelines, tone of voice, and visual identity
•    Drive brand health tracking, perception campaign, and competitive benchmarking. 

Integrated Marketing Strategy 
•    Develop and execute holistic marketing strategies supporting Retail, Wealth, and Corporate Banking businesses
•    Lead end-to-end campaign management (ATL, BTL, digital, content and partnership) for the franchise, including product and tactical campaigns
•    Ensure alignment between marketing activities and commercial priorities, client segments and product propositions
•    Drive SCB brand that is true to the brand promise and vision
•    Champion innovation, driving effectivity in how we reach our consumer/client through effective media strategy & plan
•    Effectively and collaboratively identify, escalate, mitigate, and resolve risks, conduct and compliance matters.

Campaign Strategy and Leadership 
•    Lead the end-to-end planning and execution of a strategic acquisition campaign targeting High Net Worth affluent and priority clients
•    Coordinate and implement an integrated marketing communication plan that leverages ATL, digital, PR and experiential marketing channels 
•    Ensure campaign alignment with Standard Chartered’s global brand guidelines and local market relevance. 

Brand & Creative Direction 
•    Oversee creative development for out-of-home (OOH) billboards, digital assets, advertorials, and social media content
•    Adapt core brand messages to campaign objectives, ensuring consistency in tone and visual identity.  

Media Planning & Execution 
•    Together with the appointed advertising vendor/agency, identify and manage OOH placements, negotiate and secure media buys
•    Craft and place high-quality advertorials on themes.

Digital & Social Media Activation 
•    Drive precision-targeted digital campaigns on LinkedIn, Instagram, YouTube and premium programmatic networks
•    Developed sponsored contents to reach affluent audiences. 

Event & Partnership Management 
•    Design and execute exclusive client engagement events 
•    Partners with premium brands to create experiences that resonate with HNWI expectations.

Budget Management & ROI Tracking 
•    Manage the allocated marketing budget efficiently, ensuring maximum impact within the agreed timeframe
•    Track campaign performance metrics and deliver post campaign evaluation reports with actionable insights.  

People & Talent
•    Set direction and drive high performance by translating strategy into clear direction, aligning individual goals to team outcomes
•    Develop talent and capability through coaching and career conversations that build critical skills, stretch potential and prepare individuals for future opportunities
•    Lead by example by role-modelling the Bank’s valued behaviours.

Qualifications & Experience

•    Minimum of 10 years of experience in related field with deep expertise in brand management and integrated marketing within financial services or related industries 
•    Experience and/or proven capability in managing multi-channel marketing campaigns 
•    Experienced in multinational and/or financial sector, matrix organization 
•    Bachelor’s degree in Communications, Marketing, or related field 
•    Strong understanding of local market dynamics in Indonesia 
•    High level of integrity, professionalism, and sound judgement in managing reputational risks. 

Languages    
•    Bahasa Indonesia (Written and Spoken – excellent; English (written  - excellent; spoken -good) 

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.
• 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.