Senior Expert, Business Marketing

26 Sept 2025

**Senior Expert, Business Marketing (50000204)**:

- Category: Proposition
- Job Type:

- Facility: Retail Banking

**Job Purpose**:
'The person holding the position of Senior Expert, Business Marketing is responsible for designing, proposing and implementing comprehensive business marketing and communications activities, contributing to promoting business performance, enhancing customer experience and strengthening brand image. Key task groups include:

- Planning business marketing, communications and program performance management
- Designing marketing & communications content for programs/campaigns
- Building and implementing marketing & communications campaigns

**Key Accountabilities (1)**:
1. Business Marketing & Communications Strategy Planning
- Lead the development of long-term marketing strategies, aligned with business direction, product strategy and customer journey.
- In-depth analysis of market data, customer behavior and industry trends to propose breakthrough marketing initiatives, suitable for each target segment.
- Design an integrated marketing program framework (IMC), including communication activities, promotions, customer care, and multi-channel touchpoints.
- Define key performance indicators (KPIs) for each program, monitor and optimize performance in real time.
- Advise senior leaders on brand communication direction, reputation management and handling media crises when necessary.

**Key Accountabilities (2)**:
2. Develop strategic communication content & messages
- Lead the development of a brand messaging system, ensuring consistency, emotion and suitability for each stage of product/service development.
- Provide creative direction for large communication campaigns, coordinate with agencies to ensure quality, creativity and effective communication.
- Control content risks, ensure compliance with laws, industry regulations and communication ethics standards.
- Train and coach internal teams on writing skills, communication thinking and content management.

**Key Accountabilities (3)**:
3. Deploy & coordinate marketing - communication campaigns
- Be the focal point for coordinating large-scale marketing campaigns, from ideation, budget allocation, actual implementation to post-production evaluation.
- Establish standardized campaign operation processes, including content censorship, resource allocation, partner management and results reporting.
- Coordinate closely with functional blocks (Business, Product, Customer Service, Technology...) to ensure campaign consistency and effectiveness.
- Propose marketing technology solutions (MarTech) to personalize customer experience, automate processes and optimize costs.
- Participate in developing CSR programs, community events, internal communications to enhance corporate image and engage employees.

**Key Relationships - Direct Manager**:
Head of Marketing

**Key Relationships - Direct Reports**:
**Key Relationships - Internal Stakeholders**:
Other units in division, other units in company

**Key Relationships - External Stakeholders**:
Media & advertising partners; Press & mass media agencies; Technology & digital platform partners, Customers & communities

**Success Profile - Qualification and Experiences**:

- Bachelor's degree in Economics / Finance / Banking / Marketing / Business Administration
- Priority to have a master's degree or higher
- Minimum 12 years in the position related to financial analysis / credit / market research, marketing of finance and banking
- Prioritize work experience related to corporate customers
- Mimimum TOEIC 650 or equivalent