Branding Lead

Longbridge Singapore; Singapore; On-site; SGD 150,000 - 210,000; Full time

Job summary

Longbridge Singapore, an AI-driven online brokerage, seeks a senior Branding Lead to own the global brand system and drive architecture, governance, and performance measures across multiple markets. You'll partner with business leaders to translate priorities into strategic brand initiatives and lead a lean, high-velocity team.

This senior role demands deep experience building scalable brand systems, localizing brand narratives for APAC markets, and managing cross-functional stakeholders to

Qualifications

• 10+ years of brand strategy/marketing experience with regional APAC scope.
• Experience building scalable brand systems and governance.
• Experience launching a brand or product in ambiguous environments.
• Fluency in English, Mandarin, and Cantonese (written and spoken).
• Background in Financial Services or Fintech is a strong plus.
• Strong stakeholder influence without formal authority.

Responsibilities

• Own master-brand architecture across brands and markets.
• Govern identity system and global brand book.
• Partner with BU leaders to translate commercial goals into brand plans.
• Direct regional flagship campaigns and our signature summits.
• Measure brand performance with trackers and KPIs.
• Develop launch strategies for new markets and segments.
• Lead and mentor Branding Manager and creative team.

Skills

Brand strategy

Brand marketing

Integrated marketing

APAC regional scope

0-to-1 execution

English, Mandarin, Cantonese

Financial services/fintech domain

Stakeholder management

AI-native mindset

Commercial acumen

Job description

About UsLongbridge is a new-generation, AI-driven online brokerage on a mission to make investing smarter, simpler, and more accessible for everyone. Headquartered in Singapore, we are redefining the investment journey by connecting the stages of “Discovery → Learning → Trading.”With our proprietary AI assistant, Longbridge AI, and a cloud-native infrastructure, we provide retail investors with institutional-grade insights and a seamless global trading network. At Longbridge, you won’t just be working for a brokerage; you’ll be building the future of financial infrastructure.

Job DescriptionLongbridge is a new-generation, AI-driven online brokerage on a mission to make investing smarter, simpler, and more accessible for everyone. Headquartered in Singapore, we are redefining the investment journey by connecting the stages of “Discovery → Learning → Trading.”With our proprietary AI assistant, Longbridge AI, and a cloud-native infrastructure, we provide retail investors with institutional-grade insights and a seamless global trading network. At Longbridge, you won’t just be working for a brokerage; you’ll be building the future of financial infrastructure.

About The RoleThe Branding Lead holds the senior brand seat within the group function. You will fully own the global brand system across all brands and markets — encompassing brand strategy and architecture, identity governance, and performance measurement frameworks. Working in close partnership with business leadership, you will translate commercial priorities into strategic brand initiatives that build deep recognition and trust across retail, institutional, and partner audiences. This is a hands‑on senior role in a lean, high‑velocity team, perfectly suited for a strategic builder who enjoys both establishing framework standards and actively driving execution. Location: Hong Kong or Singapore

What You Will Do

• Brand Strategy & Architecture: Own the master-brand architecture across all brands. Define positioning, brand relationships (endorsement vs. separation), and strategic roadmaps for Hong Kong, Singapore, and global expansion.
• Identity & Group‑wide Governance: Own the visual and verbal identity system and global brand book. Establish review standards and lead the Brand & Comms Council to drive unified decision‑making and cross‑market brand enablement.
• Business Unit Partnership: Serve as the strategic brand business partner to BU leaders. Translate commercial goals into actionable brand plans, balance competing market demands, and maintain brand integrity on fast‑paced timelines.
• Flagship Campaigns & Summits: Direct regional flagship brand campaigns and our signature in‑house regional summit end‑to‑end — from core value proposition and creative concepting to measured business impact.
• Measurement & Analytics: Manage the brand tracker and Brand Strength Index. Report key metrics (Share of Voice, sentiment, AI‑association) to executive leadership on a monthly cadence, focusing on core outcome‑driven KPIs.
• Market Entry & Expansion: Develop the brand launch strategy for new markets and segment expansions, crafting localized propositions, entry narratives, and commercial enablement toolkits.
• Team Leadership: Manage and mentor the Branding Manager and creative support team, establishing clear scorecards and scaling the function as the business grows.

What You Bring

• 10+ years of experience in brand strategy, brand marketing, or integrated marketing, with a proven track record of regional scope across APAC (global exposure highly preferred).
• Proven Brand System Capability: Demonstrated experience building scalable brand systems (architecture, guidelines, governance framework) that were successfully adopted by cross‑functional teams.
• 0-to‑1 Execution Experience: Proven track record of launching a brand, product category, or function from the ground up, with high comfort in navigating ambiguity.
• Trilingual Fluency: Professional written and spoken fluency in English, Mandarin, and Cantonese (including proficiency in both Simplified and Traditional Chinese).
• Domain Expertise: Background in Financial Services, Fintech, or other regulated/high‑trust industries. Familiarity with listed‑company communication standards is a strong plus.
• Stakeholder Management: Exceptional capability to influence senior leadership and cross‑functional teams without direct authority.
• AI‑Native Mindset: Daily proficiency in AI tools, with an understanding of AI‑era brand visibility (e.g., how AI search engines/answer engines represent the brand) as an essential channel.
• Commercial Acumen: Strong ability to connect branding initiatives directly to commercial pipelines, market expansion goals, and corporate investor narratives.