Core Business Services - Brand, Marketing and Communications - Brand, Marketing and Communications Leader, Asia-Pacific Financial Services
Ernst & Young
May 2, 2020
Overall position purpose
We are seeking a Brand, Marketing and Communications Director for our EY Asia-Pacific FSO (Financial Services) business. In this senior position, you will work closely with EY leadership to develop and implement a regional brand, marketing and communications strategy to support the growth agenda of Asia-Pacific FSO. EY FS drives a third of the firm's annual revenue, has seven of the top ten client accounts and employs over 33,000 people. It is a significant growth engine for EY globally, achieving double digit growth for each of the last ten years.
An important component of this role will involve working closely with the Global and Asia-Pacific Brand, Marketing and Communications team to ensure that all communications and marketing-related initiatives executed in Asia-Pacific FSO are aligned to our global financial services strategy and market leadership aspirations.
The executive we are seeking is a natural storyteller with a passion for innovation and an aptitude for technology. Significant experience across the full suite of go-to market disciplines is required including; digital marketing, social media, channel marketing, marketing analytics, branding, advertising, media relations, events and ecosystem relationships. Experience overseeing marketing technology implementation would be an advantage. The successful candidate will have superior brand and marketing strategic skills, an agile mindset with the ability to navigate and lead change.
To succeed in this role, you will need to have a sound understanding of EY's business as one of the world's "Big Four" professional services firms as well as the major markets in which we operate across Asia-Pacific FSO. You must have strong leadership and collaboration skills with the ability to build effective interpersonal relationships with multiple stakeholders, working effectively in a matrix organization. Your superior marketing, communication and project management skills will be supported by a solid track record. Experience in professional services or a B2B marketing environment in Asia-Pacific is essential and experience in Financial Services is critical. You will have demonstrated capability to lead a creative, innovative team in an effective and efficient manner.
Success in this role will be evidenced by the delivery of a world-class BMC function that is highly effective and efficient and meets business needs. Success will be measured through Area leadership and BMC feedback, EY's global brand survey, BMC team people engagement scores and other ROI metrics.
Marketing and external communications
Co-develop with Asia-Pacific FSO leadership a strategic brand, marketing and communications plan that addresses geographic and industry sector market leadership goals
Effectively execute the marketing and external communications plan in collaboration with Global, Asia-Pacific and other relevant Regional marketing, communications and business development teams
Delivering innovative campaigns to increase market share and revenue for new solutions, services, and products
Champion innovative use of digital channels including web, marketing automation and social media
Leverage data and analytics to drive insights; develop and implement metrics to measure results of marketing campaigns and programs including lead generation/sales in line with marketing automation system implementation; provide analysis and recommendations to support continuous growth, improved execution and team development.
Work with the Asia-Pacific FSO Accounts Leader, Service Line Leaders, Market Segment leaders and Client Service Partners to ensure effective segmentation and targeting of accounts and key buyers
Lead development of public relations strategies and plans for media and other significant stakeholders such as regulators, professional bodies, business organizations and potential employees
Identify reputational risks and the ways they can be mitigated, working closely with senior leadership in crisis and issues management
Leverage and deploy strategic Asia-Pacific and Global brand programs and contribute insights and ideas to program development
Demonstrate and measure return on investment of marketing programs and campaigns
Strategic internal communications
Work with the leadership team to develop and oversee delivery of a comprehensive and coordinated strategic communication program that supports EY's Purpose and Ambition and enables delivery of the Asia-Pacific FSO market leadership plan
Help drive employee engagement across a diverse, virtual business, with results measured in EY's Global People Survey
Improve leadership communication and provide expert communication counsel to the leadership teams
Lead the development and continuous improvement of a core set of internal communication channels, consistent with the Asia-Pacific Area (e.g. intranet, film)
Drive consistent internal and external messaging
Ensure there is a clear understanding of and adherence to communication protocols across the Region
People, Culture and teaming
Builds and leads a high-performing team and acts as counselor, mentor, and coach.
Delivers an operating model that uses a mix of onshore, offshore and nearshore centers to drive creativity and market impact cost-effectively.
Shares expert knowledge in brand, marketing, and communications issues, trends and long-term implications for EY.
Fosters a culture that respects diversity and inclusiveness and rewards and supports creativity and innovation within the BMC team.
Drives change, ensuring that the BMC function is responding to market opportunities and business priorities.
Works closely with the other BMC senior leaders to drive performance goals of improving service delivery, quality and cost efficiency of the function
Participates in and support collaboration and coordination between BMC team supporting the FSO businesses in Americas, EMEIA, Asia-Pacific and the three industry markets - Banking and Capital Markets, Wealth and Asset Management and Insurance.
Prepare and manage budgets and report against key performance indicators
Member of the Asia-Pacific Brand, Marketing and Communications leadership team
Members of the Asia-Pacific Regional Leadership Team
The position holder will perform other responsibilities and tasks as required to achieve the agreed performance outcomes.
The key measures of success for the role include:
Qualitative: quality, accuracy and timeliness of advice; 360-degree feedback; marketing campaign and program effectiveness determined by Asia-Pacific FSO BMC dashboard
Quantitative: share of voice, brand surveys and people surveys
Qualifications, Education and Certification
Minimum of 12 years' experience in communications and marketing roles, with at least 6 years at a senior management level.
A tertiary qualification (preferably at post graduate level) in marketing, communications, media, journalism, or other relevant discipline
Excellent written and spoken English, and if based in Hong Kong or Shanghai, Mandarin essential
Experience in professional services or financial services sectors highly favourable
Strong relationship management, influencing and problem-solving skills
Excellent persuasive and presentation skills; executive presence
The strength of character to make and implement difficult decisions, if required. Collaborative yet assertive
A change agent, who is able to manage ambiguity in situations where there may be several objectives and priorities. Flexible and adaptable.
Excellent people leader, able to engage, coach and develop team successfully in a high-virtual environment
Sound people leadership experience, particularly in managing large virtual teams from diverse cultural backgrounds
Imagination and creativity with the ability to nurture these qualities in others
High level of personal and professional integrity
Ability to understand the EY business and how a professional services business operates and grow
What working at EY offers
Support, coaching and feedback from some of the most engaging colleagues around
Opportunities to develop new skills and progress your career
The freedom and flexibility to handle your role in a way that's right for you
As a global leader in assurance, tax, transaction and advisory services, we're using the finance products, knowledge and systems we've developed to build a better working world. That starts with a culture that believes in giving you the training, opportunities and creative freedom to make things better. Whenever you join, however long you stay, the exceptional EY experience lasts a lifetime. And with a commitment to hiring and developing the most passionate people, we'll make our ambition to be the best employer by 2020 a reality.
If you can confidently demonstrate that you meet the criteria above, please contact us as soon as possible.
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