Job Description
Business Function
Group Strategic Marketing & Communications (GSMC) 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, marketing and research to differentiate – and elevate – our brand from the rest of the competition.
Job Purpose
We are seeking a highly accomplished and visionary Brand & Internal Communications Specialist with over 15 years of relevant marketing & comms experience. This role will be responsible for defining, protecting, and elevating the DBS brand identity externally, ensuring it resonates with our diverse customer base and stakeholders. Simultaneously, you will be instrumental in fostering a connected, informed, and engaged employee base internally, supporting our purpose of being the "Best Bank for a Better World" and reinforcing our strong corporate culture. You will be a strategic thought partner to the executive leadership team, ensuring that our brand narrative and internal communications are seamlessly integrated, impactful, and effectively drive our business objectives and reinforce our purpose.
What You'll Do
Brand Management
- Develop and champion a comprehensive, multi-year brand strategy for DBS Bank that aligns with our strategic priorities, market trends in the financial services sector, and competitive landscape across Asia.
- Oversee all aspects of brand identity, messaging, and positioning, ensuring consistency across all touchpoints (digital platforms, branches, advertising, sponsorships, etc.) and across diverse markets.
- Lead market research and brand audits to understand perception, identify opportunities for differentiation, and measure brand health, equity, and effectiveness within the financial industry.
- Guide the creation and execution of innovative brand campaigns that resonate with target audiences (retail, corporate, institutional clients) and drive brand awareness, preference, and loyalty for DBS.
- Manage strategic agency relationships (branding, creative, PR, media buying) to ensure optimal performance, innovation, and budget adherence.
- Serve as a brand guardian, developing and enforcing robust brand guidelines, and providing strategic counsel on brand-related decisions across all business units and geographies.
- Partner closely with marketing, product, and digital transformation teams to ensure brand alignment in all customer-facing initiatives and digital solutions.
- Monitor and analyze brand performance metrics, including brand sentiment and competitive benchmarking, providing regular reporting and insights to the leadership.
Internal Communications
- Develop and execute a strategic internal communications roadmap that informs, inspires, and engages over 30,000 employees across all levels and geographies within DBS.
- Partner closely with leadership, including the CEO and Group Management Committee, to translate strategic priorities, business updates, and cultural initiatives into clear, compelling, and consistent internal messages.
- Oversee the development and distribution of a wide range of internal communications, including company-wide announcements, executive communications, employee newsletters, intranet content, town halls, leadership forums, and critical change management initiatives (e.g., digital transformation, sustainability goals).
- Identify and implement innovative internal communication channels and technologies to optimize reach, engagement, and two-way dialogue across our diverse workforce.
- Establish metrics to measure the effectiveness of internal communications and continuously refine strategies based on employee feedback, engagement data, and organizational goals.
- Foster a culture of transparency, open communication, and shared purpose within the organization, reinforcing DBS's values and mission.
Requirements
- 15+ years of relevant experience in brand management and internal communications, with a significant portion in leadership roles within large, complex, and ideally, multinational organizations.
- Proven track record of developing and executing successful brand strategies that have driven measurable results and enhanced brand equity for leading organizations, preferably in the financial services sector or a highly regulated industry.
- Extensive experience in leading and transforming internal communications functions, fostering employee engagement, and effectively managing communications during periods of significant organizational change (e.g., digital transformation, mergers/acquisitions).
- Exceptional strategic thinking and analytical skills, with the ability to translate complex business objectives and financial concepts into clear, compelling, and actionable communication plans.
- Superior written and verbal communication skills, with an impeccable eye for detail and the ability to craft compelling narratives for diverse audiences, from customers to regulators and employees.
- Strong executive presence and influencing skills, with the ability to build rapport and trust with senior leadership and cross-functional teams across different cultures.
- Demonstrated ability to manage multiple priorities in a fast-paced, dynamic environment with a strong sense of urgency and adaptability.
- Experience in the financial services industry, particularly banking, is highly preferred. Understanding of regulatory environments and customer trust dynamics is a significant advantage.
- Bachelor's degree in Marketing, Communications, Journalism, or a related field; a Master's degree (e.g., MBA, MSc in Communications) is preferred.
Apply Now
We offer a competitive salary and benefits package and the professional advantages of a dynamic environment that supports your development and recognises your achievements.
