Assistant Vice President, Product Marketing - Global Transaction Services (GTS), Group Marketing & Communications

Business Function

Group Marketing & Communications is responsible for building, protecting, and enhancing the DBS brand in an increasingly commoditised banking industry. Working closely with all units within the DBS Group, we create and execute integrated strategies that focus on communications especially digital communications, marketing, and research to differentiate - and elevate - our brand from the rest of the competition.

Job Summary

The Assistant Vice President (AVP) in IBG Marketing will be a contributor to driving marketing strategies and initiatives specifically for Global Transaction Services (GTS) in Singapore. This role encompasses the entire product marketing lifecycle, from translating complex product information into client-friendly content, to executing integrated paid media campaigns across various channels, managing client communications, orchestrating events, and enhancing the overall brand reputation of GTS.

Key Responsibilities

Product Marketing & Content Development

• Manage the end-to-end product marketing efforts for GTS offerings in Singapore, ensuring strong market positioning and competitive differentiation.

• Translate complex GTS product information (including cash management, trade and supply chain finance, cross-border payments, and securities and fiduciaries services) into clear, concise, and relatable content across client segments of SME, Mid-Cap, and Large Corporates.

• Develop compelling marketing collateral, including thought leadership articles, case studies, videos, digital banners, pweb pages, and sales enablement materials, to educate and attract clients.

• Work closely with product teams to understand new capabilities and product enhancements, such as Digital Assets and the Future of Payments, and develop effective launch and communication strategies.

• Identify market opportunities and customer pain points to effectively position DBS' GTS solutions.

Integrated Paid Media Campaigns (Social, Digital, Out-of-Home)

• Involve in the planning and execute integrated paid media marketing campaigns across a diverse range of channels, including social media platforms, digital advertising networks, and out-of-home (OOH) media, as relevant.

• Manage campaign budgets, optimise ad spend, and monitor performance to ensure maximum ROI and achieve marketing objectives.

• Collaborate with external agencies and internal creative teams to develop impactful ad creatives and messaging tailored for each channel.

• Utilise data and analytics to inform campaign strategy, target audience segmentation, and content optimisation.

Client Communications

• Develop and implement comprehensive client communication strategies for GTS products, including industry announcements, product launches, enhancements, service updates, and thought leadership pieces.

• Craft clear, consistent, and impactful messaging for various client touchpoints, ensuring brand guidelines are adhered to across all channels.

• Manage client communication calendars and ensure timely and relevant dissemination of information.

Event Execution

• Plan, organise, and execute proprietary events, webinars, and industry collaborations to showcase GTS capabilities, generate leads, and foster client relationships.

• Manage all aspects of event logistics, from venue selection and vendor management to content development and post-event follow-up.

• Collaborate with sales and product teams to ensure events align with business objectives and deliver a strong return on investment.

Brand Reputation Enhancement

• Execute initiatives to enhance the brand reputation of GTS across a range of marketing channels.

• Leverage proprietary events, industry collaborations, and the activation of awards to boost brand visibility, credibility, and thought leadership.

• Work closely with internal and external stakeholders to ensure consistent brand messaging and positive brand perception.

Generative Engine and Search Engine Marketing (GEO, SEO, SEM)

• Implement strategies for Search Engine Optimisation (SEO) to improve organic search rankings and visibility for GTS products and content.

• Manage and optimise Search Engine Marketing (SEM) campaigns across various platforms, including keyword research, ad copy creation, bidding strategies, and performance monitoring.

• Utilise Generative Engine Optimisation (GEO) techniques to enhance the discoverability and ranking of content by LLMs.

• Analyse search performance data and generate insights to continuously refine and improve SEO, SEM, and GEO strategies.

• Stay abreast of the latest trends and best practices in SEO, SEM, and generative AI search technologies.

Requirements

• Bachelor's degree in Marketing, Business Administration, or a related field.

• Proven experience (5-8 years) in B2B product marketing, preferably within the financial services or banking industry, with a focus on corporate or institutional clients and Global Transaction Services.

• Demonstrated expertise in cross-border payments, cash management, trade and supply chain finance, securities and fiduciaries services, or related financial products.

• Strong understanding of emerging technologies such as Digital Assets and the Future of Payments.

• Extensive experience in content creation and development, with a proven ability to translate complex information into compelling narratives.

• Strong digital marketing skillsets, including experience with various paid and owned channels, and a demonstrated ability to drive integrated marketing campaigns across social, digital, and out-of-home media.

• Proficiency and hands-on experience with Search Engine Optimization (SEO), Search Engine Marketing (SEM), and Generative Engine Optimisation (GEO) strategies and tools.

• Ability to leverage SEO, SEM, and GEO to optimise content for search engine visibility, drive organic traffic, and enhance content reach across various platforms.

• Experience in managing proprietary events, industry partnerships, and awards activation to enhance brand reputation.

• Excellent communication (written and verbal), interpersonal, and presentation skills.

• Ability to work collaboratively in a fast-paced, dynamic environment.

• Strong analytical skills with the ability to interpret data and drive actionable insights.