Job Description

The Role Responsibilities

Background

The Brand Team at Standard Chartered is responsible for the development and management of the company\xe2\x80\x99s brand globally touching almost 90,000 employees across 59 markets. In 2022 the brand was valued at USD 8 billion (Brand Finance). The team also leads the activation of the brand through marketing activities in collaboration with the regions, markets and businesses.

Overview

The Head of Brand Management is the owner and custodian of the Standard Chartered brand. This includes the developing the global brand vision and implementation through brand management activities such as corporate brand identity, brand experience design, a global brand guardianship program and brand protection through trademarks, processes and standards.

Strategy

• Play an active role as a member of the Brand leadership team, shaping the brand management approach and brand philosophy globally.
• Develop and execute a strategic roadmap for the brand vision and evolve the brand to remain relevant for key audiences in a rapidly changing industry.
• Act as the custodian and guardian of the corporate brand including close integration into regional / business CABM teams.
• Champion Brand advocacy at CABM MT level driving awareness of the business value created by the global brand.
• Define and implement an insights-led and data driven approach to active brand management partnering with the CABM Data, Insights & Analytics team

Business

• Ensure a data and insights led mindset in the team when developing strategies, plans and analysing results to deliver on objectives and key results for CABM and the bank as a whole.
• Define and implement a brand guardianship program across CABM and the bank to drive greater impact and value of the brand globally.
• Develop and manage a Digital Asset Management (DAM) platform and Brand Portal to maximise the efficiency of assets created, approval and brand approval processes, and ensure we get full mileage out of the content produced across the Group.

Manage consistent and compelling application of the brand to deliver brand awareness, consideration, brand image attributes and business value by:

• Advising stakeholders on brand applications and design solutions
• Developing training programmes
• Building a brand community of practitioners within the bank globally
• Owning brand management processes and technologies
• Strategic partnering with CABM, Business and HR leadership teams to embed brand experience design principles in key client and employee touchpoints

Processes

• Lead across CABM teams and the wider Bank to ensure a consistent, joined up approach to brand building.
• Own the Operational Risk Framework causes and controls for Brand Management globally

People & Talent

• Develop the team to build capability and ensure delivery of the team\xe2\x80\x99s short and longer-term objectives with a focus on developing best in class brand strategy and active brand management
• Lead through example and build the appropriate culture and values. Set appropriate tone and expectations from their team and work in collaboration with risk and control partners.
• Drive the provision of ongoing training and development of people and ensure that holders of all critical functions are suitably skilled and qualified for their roles ensuring that they have the effective supervision in place to mitigate any risks.
• Employ, engage, coach, and retain high quality people, with succession planning for critical roles.
• Responsibility to review team structure and capacity plans.
• Set and monitor job descriptions and objectives for direct reports and provide feedback and rewards in line with their performance against those responsibilities and objectives.

Risk Management

• Own and evolve the bank\xe2\x80\x99s Masterbrand trademarks to protect the bank legally from IP infringement on the key brand assets.

Governance

• Oversight and delivery of training programme to enable the organisation to execute on brand standards.
• Lead on maintaning awareness and understanding of the regulatory framework in which the Group operates, as well as the regulatory requirements and expectations relevant to the role

Own and uphold global standards for the following CABM processes:

• Brand strategy & planning
• Brand management

Regulatory & Business Conduct

• Display exemplary conduct and live by the

. * Take personal responsibility for embedding the highest standards of ethics, including regulatory and business conduct, across Standard Chartered Bank. This includes understanding and ensuring compliance with, in letter and spirit, all applicable laws, regulations, guidelines and the Group Code of Conduct.

• Lead the production team to achieve the outcomes set out in the Bank\xe2\x80\x99s Conduct Principles
• Effectively and collaboratively identify, escalate, mitigate and resolve risk, conduct and compliance matters.

Key stakeholders

Internal:

• CABM MT
• Corporate Affairs & Brand and People & Culture Communications colleagues
• CCIB Marketing, CPBB Marketing
• CPBB and CCIB business teams including segments, product, digital and distribution teams
• CABM Insights, Data & Analytics
• CABM Regional and Local market teams
• CABM COO team
• Human Resources including employer branding and D&I
• Group Property
• Corporate strategy
• TTO

External:

• Creative agency
• Media agency
• Design agencies
• Brand strategy agency

Other Responsibilities

• Partner with CABM Learning Council to develop, launch and manage Brand Training across CABM and the bank.
• Model leadership behaviours as part of CABM LT

Our Ideal Candidate

• 15+ years\xe2\x80\x99 experience of developing brand strategy and implementing brand management activities to build the value of the corporate brand across a complex and global business.
• Strong understanding of brand standards and brand management best practices is a must.
• Commercial and pragmatic approach with budget management experience is a must.
• International experience from emerging markets in Asia, Africa and the Middle East is a must
• Strong leadership qualities, excellent interpersonal and communication skills, multi-cultural awareness and sensitivity, and experience leading through periods of change.
• Experience in managing creative services and design professionals is preferred.
• Experience from brand consulting or brand strategy development in an agency is advantageous.
• Ability to manage a geographically dispersed and highly varied customer and stakeholder base.
• Ability to foster positive relationships with internal and external stakeholders at appropriate level, ensuring open and cooperative environment.
• Ability to effectively prioritise multiple tasks in a high-pressure environment.
• Experience of agile delivery methodologies and previous roles such as product owner or scrum master is advantageous
• Creativity and ability to think \xe2\x80\x98outside the box\xe2\x80\x99.
• Open minded and curious with a passion of emerging trends and technologies shaping the future of brand building.

Role Specific Technical Competencies

• Brand Strategy & Management
• Partnership Management
• Impact Measurement
• Business Acumen
• Adaptive & Strategic Planning
• Strategic Communications
• Data analysis & visualisation
• Operational Risk
• Cost Management
• Crisis Management
• Agile Project Management
• Client Experience, behaviours & preferences
• Emerging technologies
• Reputational risk

About Standard Chartered

We\'re an international bank, nimble enough to act, big enough for impact. For more than 160 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
• Be better together, we can be ourselves, be inclusive, see more good in others, and work collectively to build for the long term

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, parental/maternity (20 weeks), sabbatical (12 weeks 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.

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