Head of Sustainability & Community Engagement
Middle East
Total years of experience :6 years, 7 Months
Head of Sustainability & Community Engagement Sept 2013 - Present
(Middle East, North Africa & Pakistan)
Standard Chartered Bank, United Arab Emirates
• Lead team of 2 to conceptualise and execute campaigns related to sustainability and community
engagement across Middle East, North Africa & Pakistan
• Work closely with head office in London to localise campaigns to maximise effectiveness within assigned
region; develop deep understanding of consumer behaviours and preferences to drive campaign
optimisation
• Constantly provide feedback to head office on campaign successes as well as recommendations to further grow events and meet objectives
• Track key campaign metrics including engagement and media value generated; study successful
campaigns and develop best practices to maximise ROI and outreach of future events
• Oversee all aspects of project management for campaigns; define objectives, plan milestones and schedules, assemble teams and manage control of budgets for events
• Leverage on external vendors for online and offline marketing expertise; communicate clearly campaign
objectives, target audience and budgets to ensure campaign success
• Foster close relations with local regulatory authorities to receive approval for various fund raising projects;
actively study regulatory requirements and ensure adherence to SOPs to ensure successful applications
• Provide support and guidance on best practices and regulatory requirements to teams around MENAP
region
• Oversee all aspects of talent management and retention within department; actively identify areas for improvement and organise training sessions to increase productivity to better meet organisational needs
Significant Highlights
• Instrumental in obtaining blanket 3 month approval for selected fundraising activities within Dubai; first
ever large scale approval for Standard Chartered within Dubai
• Spoke at "Middle East Sports Summit" on Standard Chartered's Global Sponsorship deal with Liverpool
Football Club and how the firm leverages on the relationship to better reach out to target audience
• Organised several key events including: 1. Financial Education Program
o Successfully launched pilot program for over 1800 students within Dubai
o Currently working closely with teams around MENAP region to further optimise program for additional launches, with larger target audience, across Middle East
2. Standard Chartered Trophy- 5-a-side Amateur Football Trophy
o Organised football tournament centred around sponsorship with Liverpool Football Club for MENA
region
o Planned and executed event in close collaboration with overseas offices resulting in over 231
people participating across MENA and Pakistan with winning team earning opportunity to play at
Anfield, Liverpool in England
o Event significantly improved brand standing amongst football fans and had a unique reach of over 11, 600 on Facebook and positive media profiling
Head - Marketing (Brunei) Sept 2012 - Sept 2013
Head - Corporate Affairs (Brunei & Australia)
Standard Chartered, Brunei
• Managed team of 4 to lead all aspects of marketing for Brunei for newly created department responsible for marketing of full spectrum of Standard Chartered's products across Brunei
• Concurrently directed full spectrum of corporate communications for offices in Brunei & Australia
• Oversaw annual marketing budget of USD1 million for Brunei market alone
• Managed marketing campaigns from inception to optimisation, oversaw communication with internal
marketing teams and external vendors, managed campaign budgets and monitored schedule for range of banking products
• Actively communicated with product managers to comprehend unique selling points and target audiences;
identify synergies with other banking products and conceptualise cross selling campaigns to grow
revenues
• Handled all aspects of Brand Management and Stewardship for campaigns to deliver seamless and compelling customer experience
• Leveraged extensively on CRM platforms to identify and target potential clients; tracked multichannel
campaigns and monitor consumer behaviour
• Handled all facets of developing ATL, BTL, digital tools, Online Banners, eDMs and SEM; utilising
marketing budget for maximum impact
• Conceptualised and implemented strategies for events and promotions; ensuring consistent brand
communication throughout all marketing collateral and campaigns
Significant Highlights
• Spearheaded rebranding of bank's public image; conducted extensive internal and external surveys as well as focus groups to identify ideal brand image for bank within Brunei
• Led unification of marketing department; pooled responsibility for marketing from individual business units into centralised team resulting in more consistent branding and improved cross selling of products
• Drove setup of bank's local facebook page to improve outreach to consumers
• Instrumental in growing awareness for Standard Chartered Half-Marathon in Brunei; grew event from scratch to over 6000 participants over 3 year period; leveraged on marathon buzz to cross sell several
products with similar target audiences such as Standard Chartered Savings Account
Head - Corporate Affairs & Marketing (Brunei) Mar 2009 - Sept 2012
• Developed media strategies and advised on the strategic use of media tools such as press releases,
surveys, interviews, press briefings and roundtable discussions, etc. to raise the profile of Standard
Chartered brand externally
• Trained key business spokespeople on media communications and handling of media interviews
• Provided guidance on customer and marketing communications to ensure messaging and tonality are
aligned with brand guidelines
• Worked closely with business stakeholders to identify potential media issues and to manage customer
complaints
• Managed relations with local and regional key journalists and editors through network events and background briefings
• Bachelor of Social Science (Information Management), University of Melbourne, Australia, 1997
• Victorian Certificate of Education, Presbyterian Ladies College