Head - Marketing & Communication (Brand and Wealth Marketing)

Hong Leong Bank Berhad; Kuala Lumpur; On-site; MYR 150,000 - 250,000; Full time

Job summary

Hong Leong Bank Berhad is seeking a Head of Wealth Marketing to architect and execute a growth strategy for affluent and high-net-worth clients. This role involves leading client engagement strategies, optimizing customer journeys, and ensuring compliance with regulatory requirements.

The ideal candidate will have 10-15 years of experience in brand management with a proven track record in digital marketing and strategic partnerships. Leadership and communication skills are essential for influencing stakeholders.

Qualifications

• At least 10–15 years of progressive experience in brand management and strategic marketing.
• Proven experience in driving digital transformation within a marketing function.
• Experience with High-Net-Worth (HNW) customer segments and lifestyle events.

Responsibilities

• Lead and execute Wealth Segment Strategy connecting brand initiatives with digital experiences.
• Develop multi-channel client engagement strategies and marketing campaigns.
• Optimize customer journeys to maximize customer lifetime value.

Skills

Leadership skills

Strategic marketing

Digital transformation

Interpersonal skills

Education

Bachelor’s degree in Business Administration, Finance, Marketing, or a related field

Job description

Overview

The Head of 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. It 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. The 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.

Key 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 formation 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 development, preservation, and modern evolution of the wealth brand's positioning and visual identity across all platforms.
• Lead wealth marketing communications including implementation of a sustained brand awareness and customer engagement calendar.
• Drive end-to-end 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 comply with regulatory, legal, and compliance requirements.

Managerial 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 Responsibilities

• Excellent commercial acumen, strategic and 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 10–15 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.
• At least 5 years of dedicated experience targeting High‑Net‑Worth (HNW) or affluent customer segments, including a 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 modernization of traditional marketing channels into digital‑first ecosystems and 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.
• Possess 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.