Manager, Branch Branding & Communications

Hong Leong Bank; Malaysia; On-site; MYR 120,000 - 180,000; Full time

Job summary

Hong Leong Bank requires a seasoned Brand Manager to shape and own the nationwide Branded Branch Strategy and Communications Strategy, leveraging market trends and consumer insights. You will lead cross-functional teams to ideate and scale innovative retail experiences that align with the bank’s Corporate Identity standards.

You will design customer-centric branch experiences and drive adoption of brand guidelines across branches, including Islamic, Priority, and Private Bank centers, with a

Qualifications

• Solid knowledge of Brand & Communications Management
• Experience building Retail Brand Strategy
• Experience as Brand Manager in Marketing Portfolio
• Ability to lead cross-functional teams and stakeholders

Responsibilities

• Create, define, and own the long-term Branded Branch Strategy and Communications Strategy across nationwide locations.
• Lead and collaborate with cross-functional units to ideate, prioritize, and scale new retail experiences.
• Design innovative and customer-centric branch experiences aligning with CI standards.
• Plan and market branch micro-events to transform branches into financial advisory hubs.
• Synthesize strategies into HLB’s Retail Blueprint and SOPs for consistent execution across channels.
• Lead end-to-end rollout of Retail Blueprint guidelines across Islamic, Priority, and Private Bank centers.
• Define KPIs and measurement frameworks to evaluate initiatives and pilot programs.

Skills

Brand management

Stakeholder management

Team leadership

Project management

Education

Bachelor’s degree in Marketing or Business

Postgraduate diploma or professional degree (advantage)

Job description

If you are looking to excel and make a difference, take a closer look at us…

Functional (job responsibilities)

• Create, define, and own the long-term Branded Branch Strategy and Communications Strategy across nationwide locations, leveraging market trends, brand positioning, and consumer insights.
• Lead and collaborate with cross-functional business units to ideate, prioritize, and scale new retail experiences that define the bank's future state, ensuring alignment with the bank's mission and Corporate Identity (CI) standards.
• Design and pioneer innovative and customer‑centric branch experiences that position the bank as a forward‑thinking industry leader, fundamentally transforming the customer journey.
• Plan, execute and market branch micro‑events in key branches to transform branches into hubs for financial advisory and consultation, utilizing effective communication streams to maximize market visibility and impact.
• Synthesize new strategies, concepts and digital experiences into HLB’s Retail Blueprint and standardized operating procedures (SOPs), providing a clear, structured execution guide for business units to transform traditional spaces into a modern branch brand experience.
• Lead the end‑to‑end process to operationalize, scale and maintain the guidelines within the Retail Blueprint across all channels, branches (including Islamic, Priority, and Private Bank centers) initiatives and activities.
• Define the key performance metrics and measurement frameworks used to evaluate the effectiveness of implemented initiatives, pilot programs, and Proof of Concepts (POCs).

Jobholder Requirements

Education/Qualification

• At least 5 year in brand management and diversify stakeholder portfolios management will be an added advantage
• Experience in leading team and cross‑functional teams will be an added advantage
• Must possess at least a bachelor’s degree, post‑graduate diploma, professional degree in any field

Experience

• Solid knowledge of Brand & Communications Management
• Excellent working knowledge of brand principles, particularly to support the building of Retail Brand Strategy and Plan.
• Experience as a Brand Manager or similar role in Marketing Portfolio of brand‑building projects
• Demonstrated skills, knowledge and experience in the operationalisation of Brand Strategy and Brand Plan across channels and mediums
• Possess leadership ability and able to self‑motivate and lead cross‑groups collaboration and secure the co‑operation and involvement of key internal and external stakeholders
• Highly experienced in building and growing relationships with internal and external stakeholders and partners with creative thinking, problem solving and have strong bias for action
• Excellent verbal and written communication skills, confident to partner and collaborate directly with stakeholder and business leaders for job scope deliverables, and beyond
• Sound project management knowledge and skills with strong ability to drive continuous improvement via iterative improvements and/or strategic POCs of new ideas and concepts

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. Hong Leong Bank (“HLB”) stands proudly as a leading financial services institution based in Malaysia, providing a wide range of comprehensive and innovative financial solutions across the region. These services are delivered through both digital and traditional means, via online and mobile banking, as well as our digital branch concept to provide customers with an efficient and seamless experience aided by technology. As the service and financial landscape changes rapidly with the ever‑increasing use of technology, staying attuned to customers needs and desires becomes even more critical to HLB’s operations. To stay ahead of these dynamic changes, the Bank has adopted the approach of reimagining banking by embedding digital considerations and customer centricity in every aspect of our operations, from products and services as well as customer care and engagement. HLB’s ethos of being Digital-At-The-Core powered by customers-at-the-forefront will continue to lead us to innovate offerings in line with our aspiration of being a highly digital and innovative financial services organization.