Team Lead, Digital Marketing (Vice President)

OCBC; Singapore; On-site; SGD 150,000 - 230,000; Full time

Job summary

Bank of Singapore seeks a Digital Marketing Lead to shape and drive the Bank’s digital marketing strategy across owned, earned, and paid channels. You will lead SEO, GEO, AI content strategy and oversee analytics, governance and vendor management.

The role requires 8–10 years of digital marketing experience, leadership capabilities and experience with multilingual campaigns, WeChat and other platforms within OCBC’s network.

Qualifications

• Bachelor’s degree in Marketing, Communications, Business, Digital Media or related field.
• 8–10 years of digital marketing experience, preferably within financial services.
• Proven experience leading digital marketing strategies and teams.
• Experience managing agencies, vendors and complex stakeholder environments.

Responsibilities

• Develop and own the overall digital marketing strategy and roadmap across channels.
• Define KPIs, traffic, engagement and conversion targets.
• Oversee website strategy, performance, and optimisation.
• Monitor analytics dashboards and provide data-driven insights to senior stakeholders.
• Lead AI/SEO/GEO and AI content strategy adoption.
• Manage budgets, vendor relationships and governance.

Skills

Digital marketing strategy

Leadership

Stakeholder management

Analytical mindset

Multilingual content strategy

Communication

Education

Bachelor’s degree in Marketing

Tools

WeChat

CMS platforms

CRM systems

Marketing automation tools

GA4

Adobe Analytics

Job description

Bank of Singapore opens doors to new opportunities.

At Bank of Singapore, we are constantly on the lookout for exceptional individuals to join our team. We promote a culture of openness, teamwork and fairness. Most importantly, we invest in our people through our programmes that develop them on both professional and personal levels. Besides attractive remuneration packages, we offer non-financial benefits and opportunities to develop your potential within OCBC Group’s global network of subsidiaries and offices. If you have passion, drive and the will to succeed, rise to the challenge today!

Bank of Singapore is looking for a Digital Marketing Lead who will be responsible for developing, driving and optimising the Bank’s digital marketing strategy across owned, earned and paid digital channels. As digital discovery increasingly shifts towards AI-powered search engines and LLM, the role will also lead the Bank’s SEO, Generative Engine Optimisation (GEO) and AI content strategy to strengthen the Bank’s visibility, authority and discoverability across both traditional and emerging search ecosystems.

Strategy and leadership

• Develop and own the Bank’s overall digital marketing strategy and roadmap.
• Define KPIs, traffic, engagement and conversion targets across digital channels.
• Align digital initiatives with business objectives and marketing priorities.

Website and social media oversight

• Oversee website strategy, performance and optimisation initiatives.
• Monitor overall website and social media performance and recommend improvements.
• Prioritise website enhancements, campaigns and business requirements.

Analytics and performance management

• Define digital performance dashboards and reporting frameworks.
• Provide data-driven insights and recommendations to senior stakeholders.
• Monitor campaign effectiveness and channel ROI.

AI Search, GEO, discovery strategy and AI-enabled content

• Lead the adoption of AI tools and capabilities across digital marketing workflows.
• Develop and own the Bank’s SEO, GEO and AI search visibility strategy across key digital properties.
• Define the roadmap to improve discoverability in traditional search engines, AI-powered search experiences and answer engines.

Governance and stakeholder management

• Lead engagement with business stakeholders, Legal & Compliance, Technology and external vendors.
• Oversee digital governance, regulatory adherence and risk management.
• Manage digital marketing budgets, agency relationships and vendor performance.
• Ensure all activities comply with internal policies and industry regulations.
• Coach team members and promote best practices in digital marketing.

Requirements:

Education and experience

• Bachelor’s degree in Marketing, Communications, Business, Digital Media or a related field.
• Minimum 8-10 years of experience in digital marketing, preferably within financial services, wealth management.
• Proven experience leading digital marketing strategies and teams, as well as managing agencies, vendors and complex stakeholder environments.
• Relevant experience in digital marketing in digital ecosystems, including WeChat and other relevant social media and content platforms.

Technical knowledge

• Strong understanding of website analytics, digital measurement and marketing technologies.
• Strong understanding of SEO, GEO, content strategy and AI-driven search ecosystems.
• Experience implementing AI-powered marketing, analytics or content optimisation solutions.
• Familiarity with CMS platforms, CRM systems and marketing automation tools.
• Experience with GA4, Adobe Analytics or equivalent analytics platforms.

Competencies

• Strategic thinking and commercial acumen.
• Strong leadership and stakeholder management skills.
• Excellent communication and presentation abilities.
• Analytical mindset with strong problem-solving capability.
• Ability to work effectively in a highly regulated environment.
• Experience managing multilingual content strategies and campaigns

Language Requirements

• Proficiency in Mandarin Chinese is preferred to support engagement with agencies, review Chinese-language content and oversee initiatives on Chinese digital platforms such as WeChat.