AD - Affluent Client Value Proposition

STANDARD CHARTERED BANK (SINGAPORE) LIMITED; Singapore; Hybrid; SGD 160,000 - 210,000; Full time

Benefits offered by this job

Retirement savings and medical & life—

30 days annual leave

Flexible working

Wellbeing support via Unmind

Continuous learning culture

Inclusive and diverse culture

Job summary

Standard Chartered Bank (Singapore) Limited is seeking a seasoned strategist to lead the Affluent/Priority segment, shaping tiered propositions, partnerships, and client experience for Priority Private clients in Singapore.

You will own campaigns, events, CRM-driven targeting, and cross-functional execution across Product, Marketing, Digital, Analytics and Operations to drive AUM/NNM and revenue growth.

Qualifications

• Bachelor’s Degree or Diploma or equivalent required.
• Proficient in business Mandarin (preferred for Greater China market clients).
• 6+ years in affluent/priority banking, wealth, digital marketing or segment management with impact on AUM/NNM and revenue.

Responsibilities

• Define and execute segment strategies and propositions for Priority/Priority Private.
• Lead end-to-end campaigns and events, converting engagement into NTB, upgrades, cross-sell and retention.
• Collaborate with product, marketing, digital, analytics and frontline teams to commercialise wealth propositions.

Education

Bachelor’s Degree / Diploma Or Equivalent

Tools

MS Office (Word, PowerPoint, Excel)

Job description

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

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
• Partner/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 groupGroup 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 clients.

Role Specific Technical Competencies

• Business Mandarin (Read, write, speak) to support Greater China market is required
• Marketing
• Digital sales & marketing
• Segmentation
• MS Office (Word, Powerpoint, Excel)
• Research
• Data Analytics
• AI Prompts
• Negotiation Skills
• Presentation Skills
• Collaboration Skills
• Project Management

About Standard Chartered

We're an international bank, nimble enough to act, big enough for impact. For more than 170 years, we've worked to make a positive difference for our clients, communities, and each other. We question the status quo, love a challenge and enjoy finding new opportunities to grow and do better than before. If you're looking for a career with purpose and you want to work for a bank making a difference, we want to hear from you. You can count on us to celebrate your unique talents and we can't wait to see the talents you can bring us.

Our purpose, to drive commerce and prosperity through our unique diversity, together with our brand promise, to be here for good are achieved by how we each live our valued behaviours. When you work with us, you'll see how we value difference and advocate inclusion.

Together we:

• Do the right thing and are assertive, challenge one another, and live with integrity, while putting the client at the heart of what we do
• Never settle, continuously striving to improve and innovate, keeping things simple and learning from doing well, and not so well
• Are better together, we can be ourselves, be inclusive, see more good in others, and work collectively to build for the long term

What we offer

In line with our Fair Pay Charter, we offer a competitive salary and benefits to support your mental, physical, financial and social wellbeing.

• Core bank funding for retirement savings, medical and life insurance, with flexible and voluntary benefits available in some locations.
• Time-off including annual leave, parental/maternity (20 weeks), sabbatical (12 months maximum) and volunteering leave (3 days), along with minimum global standards for annual and public holiday, which is combined to 30 days minimum.
• Flexible working options based around home and office locations, with flexible working patterns.
• Proactive wellbeing support through Unmind, a market-leading digital wellbeing platform, development courses for resilience and other human skills, global Employee Assistance Programme, sick leave, mental health first-aiders and all sorts of self-help toolkits
• A continuous learning culture to support your growth, with opportunities to reskill and upskill and access to physical, virtual and digital learning.
• Being part of an inclusive and values driven organisation, one that embraces and celebrates our unique diversity, across our teams, business functions and geographies - everyone feels respected and can realise your full potential.

Recruitment Assessments

Some of our roles use assessments to help us understand how suitable you are for the role you've applied to. If you are invited to take an assessment, this is great news. It means your application has progressed to an important stage of our recruitment process.