If you are looking to excel and make a difference, take a closer look at us…
The Head of Brand and Wealth Marketing is a high-impact leadership role responsible for architecting and executing the end-to-end growth strategy for the bank’s affluent and high-net-worth client base. Reporting to the Chief Marketing Officer (CMO), the role serves as the primary marketing strategist for the Retail Wealth Management (RWM) division, bridging the gap between product development and client experience.
The role focuses on defining distinct customer personas—ranging from Priority to Private Banking—and enhancing the bank’s Customer Value Proposition through exclusive strategic partnerships and high-tier branding. This position supports business and market share growth by creating a seamless, "premium" customer journey that positions the organization as a preferred partner and thought leader in the wealth management space. This role requires strong collaboration with senior management of HLBB and HLISB to develop Wealth Segment Strategy.
Job Responsibilities:
Lead, plan, and execute the overall Wealth Segment Strategy, bridging traditional brand initiatives with progressive digital-first experiences to elevate premium market positioning.
Develop and lead multi-channel client engagement strategies across segments, encompassing high-end communications, lifestyle/wealth events, experiential marketing, and tailored brand promotions.
Optimize and transform end-to-end customer journeys and channel touchpoints (including onboarding, digital lifecycle engagement, and retention) to maximize customer lifetime value.
Build Wealth Segment Customer Value Propositions (CVP)s, through identification and forming of strategic partnerships and collaboration.
Design and execute marketing strategies and plans that support key wealth portfolios and growth engines such as investments, insurance and premium deposit accounts.
Custodian for wealth branding, driving the development, preservation and modern evolution of the wealth brand's positioning and visual identity across all platforms.
Wealth Marketing communications including implementation of a sustained brand awareness and customer engagement calendar.
Drive E2E marketing campaigns from conceptual planning and creative development through to execution, internal alignment, data reporting, and performance optimization.
Align, coordinate and plan Wealth marketing initiatives with Product, Operations, Finance, Sales and Distribution teams to drive effective execution and targeted business results.
Ensure all marketing projects are in full compliance of all regulatory, legal and compliance
Managerial (team/group responsibilities)
Exceptional leadership skills to guide a diverse team, foster strong teamwork within the Regional Wealth Marketing Team, and build collaborative cross-functional relationships across different departments.
Organizational (organizational responsibilities)
Excellent commercial acumen, strategic & forward-thinking mindset, with strong analytical abilities to translate consumer insights and digital metrics into successful marketing initiatives.
Strong capability to navigate regulatory guidelines and a deep understanding of current consumer market trends.
Requirements:
Education/Qualification
Bachelor’s degree in Business Administration, Finance, Marketing, or a related field.
Experience
At least 10 years of progressive experience in brand management, customer segmentation, and strategic marketing.
Experience across diverse consumer-facing industries such as Premium Banking, Luxury/Fashion Retail, Hospitality, Premium Services, or FMCG is highly welcome.
Strong experience in targeting High-Net-Worth (HNW) or affluent customer segments including proven track record in executing and curating high-end lifestyle events, experiential marketing, or wealth-related engagements.
Proven experience in driving digital transformation within a marketing function, including the modernization of traditional marketing channels into digital-first ecosystems, leveraging data analytics to deliver highly personalized digital campaigns
Past experience in establishing and managing strategic partnerships and cross-brand alliances to drive customer acquisition or loyalty.
Posses stellar interpersonal and communication skills to influence and align with stakeholders at all senior leadership levels.
Highly motivated, result-driven, innovative, creative, and agile in a fast-paced environment.
About Hong Leong Bank
We are a leading financial institution in Malaysia backed by a century of entrepreneurial heritage. Providing comprehensive financial services guided by a Digital-at-the-Core ethos has earned us industry recognition and accolades for our innovative approach in making banking simpler and more effortless for our customers. Our digital and physical offerings span across a vast nationwide network in Malaysia, strengthened with an expanding regional presence in Singapore, Hong Kong, Vietnam, Cambodia, and China.
We seek to strike a balance between diversity, inclusion and merit to achieve our mission of infusing diversity in thinking and skillsets into our organisation. Candidates are assessed based on merit and potential, in line with our mission to attract and recruit the best talent available. Expanding on our “Digital at the Core” ethos, we are progressively digitising the employee journey and experience to provide a strong foundation for our people to drive life-long learning, achieve their career aspirations and grow talent from within our organisation.
Realise your full potential at Hong Leong Bank by applying now.
Skills Required
- Bachelor's degree in Business Administration, Finance, Marketing, or related field
- 10-15 years progressive experience in brand management, customer segmentation, and strategic marketing
- At least 5 years experience targeting High-Net-Worth (HNW) or affluent customer segments, including high-end events and experiential marketing
- Proven experience driving digital transformation within marketing and leveraging data analytics for personalized digital campaigns
- Experience establishing and managing strategic partnerships and cross-brand alliances
- Exceptional leadership skills to manage and develop a regional wealth marketing team
- Strong interpersonal and communication skills to influence senior leadership
- Excellent commercial acumen, strategic mindset, and analytical ability to translate consumer insights into initiatives
- Deep understanding of regulatory guidelines and current consumer market trends
- Experience across consumer-facing industries such as Premium Banking, Luxury/Fashion Retail, Hospitality, Premium Services, or FMCG
What We Do
Hong Leong Bank Berhad is one of the leading financial services organisations in Malaysia. With a heritage of more than 100 years, it provides comprehensive financial services covering consumer banking, business banking and trade finance, treasury, branch and transaction banking, wealth management, private banking and Islamic financial services. Its merger with EON Bank Group in 2011 has further embedded its position as a core banking franchise with an expanded distribution network of more than 300 branches across the country. With a proven track record in value creation and a highly recognised brand, Hong Leong Bank has also been extending its footprint in the region, with branches in Singapore and Hong Kong and wholly owned subsidiaries in Vietnam and Cambodia. In China, the Bank has a 20% shareholding in Bank of Chengdu Co., Ltd., Sichuan and a consumer finance joint venture. Hong Leong Bank is a subsidiary of Hong Leong Financial Group Berhad, the financial services arm of the Hong Leong Group. Apart from banking, Hong Leong Financial Group is involved in the provision of insurance and takaful, as well as investment banking, unit trust, fund management and stock broking services
