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The Head of Wealth Segment Strategy & Partnerships 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 Head of Brand, Product & Wealth Marketing, the role serves as the primary marketing strategist for the RWM (Retail Wealth Management) 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 overall Wealth Segment Strategy.
Develop insights to define Wealth Segmentation Personas – across Private Bank, HLB Priority and BWD.
Develop and lead client engagement strategy across the segments, including communications, promotions, events strategy.
Customer journey & channels mapping (On-boarding, MOB etc).
Build Wealth Segment Customer Value Propositions (CVP)s, through identification and forming of strategic partnerships and collaboration.
Wealth Segment Marketing strategy & planning to support RWM across Investment, Bancassurance, Deposits/CASA.
Wealth Branding including development and guardianship of the wealth brand positioning & identity.
Wealth content strategy, development and distribution to build thought leadership and brand position.
Wealth Marketing communications including implementation of a sustained brand awareness and customer engagement calendar.
E2E marketing campaigns – from planning & development, execution (including advertising & media), internal coordination & alignment, reporting and 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.
Job Requirements:
Malaysian citizen
Bachelor’s degree in Business Administration, Finance, Marketing, or a related field.
At least 10 years of relevant banking, segmentation and marketing management experience.
At least 5 years of relevant or similar experience in Wealth Management segment marketing, effective micro marketing management and wealth events.
Past experience in developing and managing strategic partnerships and relationships.
Proven track record of accomplishments as a people manager.
Excellent commercial acumen, strategic & forward thinking, strong analytical and interpersonal skills.
Leadership skills - able to lead a large diverse team, and foster strong teamwork within Regional Wealth Management Team and build cross functional relationship with other teams.
Able to navigate the organization independently, strong communication and interpersonal skill with the ability to effectively communicate with stakeholders at all levels.
Strong understanding of financial regulations and market trends.
Highly motivated, result-driven, innovative, creative and agile.
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
- At least 10 years of relevant banking, segmentation and marketing management experience
- At least 5 years of experience in Wealth Management marketing
- Experience in developing strategic partnerships
- Proven track record as a people manager
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
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