AD - Affluent Client Value Proposition

Job Summary Strategy • Define and execute the Affluent / Priority segment strategy, aligned to overall Wealth & Retail Banking objectives • Develop tiered segment propositions (Emerging Affluent, Priority, Priority Private), with clear differentiation across: • Wealth offerings (investments, advisory, lending, protection) • Lifestyle and partnership benefits • Identify growth opportunities across lifecycle (NTB → Deepening → Upgrade to Priority Private) • Leverage customer insights, analytics, and market intelligence to refine segmentation, targeting, and positioning • Drive competitive differentiation via partnerships (e.g., wellness, luxury, travel, flagship events) • Define target state client experience vision, especially for high-value Priority Private clients Business • Own segment financial performance, including: • AUM / NNM growth • Investment & fee income • Client acquisition and upgrade rates • Lead development and commercialization of wealth value propositions, including: • Investment campaigns (advisory, thematic solutions) • Integrated bancassurance / lending propositions • Drive high-value client engagement platforms: • Flagship events (e.g., F1, global sporting, CIO forums) • Wellness and lifestyle programmes • Translate engagement into measurable outcomes: • NTB acquisition • Cross-sell / wallet share expansion • Client retention & loyalty • Ensure strong ROI discipline across campaigns, partnerships, and events Key Responsibilities Processes • Design and implement end-to-end segment processes, including: • Campaign planning → execution → performance tracking • Event lifecycle management (concept → delivery → post-event conversion tracking) • Develop and operationalize customer journey frameworks: • Onboarding, early activation, deepening, retention • Embed data-driven targeting and CRM activation into all segment initiatives • Establish frontline execution frameworks, including: • RM playbooks (client selection, talking points, campaign kits) • Lead generation, tracking, and conversion processes • Drive continuous improvement through performance analytics and feedback loops People & Talent • Work closely with Relationship Managers (RMs) and frontline teams to drive: • Campaign adoption • Client engagement quality • Sales execution discipline • Partner cross-functionally with: • Product, Marketing, Digital, Analytics, and Operations teams • Provide clear direction and enablement to frontline (sales kits, training, segment insights) • Foster a client-centric culture, with strong focus on Priority / Priority Private experience • Build internal capability in: • Segment thinking • Personalised client engagement • Wealth proposition articulation Risk Management • Ensure all segment initiatives (campaigns, partnerships, events) adhere to: • Regulatory requirements (e.g., MAS guidelines, suitability considerations) • Internal risk frameworks • Identify and manage key risks, including: • Conduct risk (mis-selling, inappropriate targeting) • Reputational risk (events, partnerships, client experience) • Operational risk (execution failures, vendor issues) • Incorporate controls into campaign design and execution, including: • Targeting governance • Approval checkpoints • Post-activity reviews Governance • Ensure adherence to end-to-end governance standards, including: • Marketing and campaign approvals • Partnership/vendor onboarding processes • Event governance protocols • Maintain audit-ready documentation for segment initiatives and decisions • Provide regular management reporting, including: • Segment performance (AUM, revenue, engagement) • Campaign ROI and effectiveness • Key risks and mitigants • Support senior management / EXCO forums with: • Clear segment performance insights • Strategic recommendations and decision papers Regulatory & Business Conduct • Display exemplary conduct and live by the Group’s Values and Code of Conduct. • 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. • Effectively and collaboratively identify, escalate, mitigate and resolve risk, conduct and compliance matters. Key stakeholders • Singapore WRB MT • Singapore WRB Product teams, including Top Team members • Country Wealth Client Engagement and Product teams • Group Segment Proposition • Country Brand & Marketing, Digital, Digital Marketing and Digital Sales teams • Group and Country Data Analytics (RA) teams • Digital Sales & Marketing working group • Group Digital/Journey/Hive/Content teams • Technology • Operations • Finance • COO • Legal & Compliance Our Ideal Candidate • Bachelor’s Degree/Diploma Or Equivalent. • Proficient In Business Mandarin (Speaking, Reading, Writing) – Native Speaker Preferred to support Greater China market clients is necessary for the role. • 6+ years of experience in affluent/priority banking, wealth, Digital marketing or segment management with proven impact on AUM/NNM and revenue. • Demonstrated ability to design and execute segment strategies and propositions for Priority and Priority Private. • Track record in end-to-end campaign and event management, converting engagement into NTB, upgrades, cross-sell and retention. • Skilled in customer journey design and CRM-based targeting, and in developing RM playbooks and sales kits. • Effective cross-functional collaborator with Product, Marketing, Digital, Analytics and frontline teams to commercialise wealth propositions. • Strong risk, regulatory and governance mindset, with experience in approvals, controls and audit-ready documentation. • Excellent stakeholder management and communication skills, including senior management reporting and recommendations. • Highly client-centric, focused on delivering differentiated experiences for Priority and Priority Private…