VP, Specialist, Regional SME & Mid Cap Marketing, Engagement & Awards, Group Marketing & Communications

Business Function

Group Marketing & Communications is responsible for building, protecting, and enhancing the DBS brand in an increasingly commoditised banking industry. Working closely with all units within the DBS Group, we create and execute integrated strategies that focus on communications especially digital communications, marketing, and research to differentiate - and elevate - our brand from the rest of the competition.

Role Purpose

Lead the SME and Mid Cap marketing portfolio across regional engagement (50%), Singapore demand generation and segment engagement (25%), and awards strategy (25%).  This role sets strategy, mobilises cross-functional and market teams, and is accountable for measurable commercial and reputational outcomes across the SME and Mid Cap franchise.

Key Responsibilities

Regional SME & Mid Cap Marketing Engagement:

• Manage & coordinate regional marketing strategy, roadmap and performance framework aligned to business priorities and revenue goals.
• Lead scalable, omnichannel programmes across digital, content, media partnerships, events and thought leadership to drive demand, engagement and conversion.
• Use customer, market and competitive insights to sharpen propositions and engagement journeys; develop playbooks that accelerate adoption across markets.

Singapore Mid Cap Segment Engagement and Demand Generation:

• Own the Singapore SME and Mid Cap segment marketing plan, translating distinct customer needs and business priorities into targeted engagement and acquisition programmes.
• Partner coverage, product and sales teams to identify priority audiences and accounts, activate client journeys, deepen relationships and support cross-sell and portfolio growth.
• Execute integrated, full-funnel campaigns across digital, social, account-based marketing, content, events and partner channels to drive awareness, engagement and acquisition across the SME and Mid Cap segments.
• Develop lead generation, lead nurturing and account engagement programmes tailored to SME and Mid Cap customer journeys, supporting qualified pipeline growth and commercial outcomes.
• Use marketing technology platforms, customer and intent data, and AI-enabled tools to sharpen audience and account targeting, personalise engagement, optimise campaign effectiveness and improve conversion rates.
• Partner media, digital and performance marketing teams to maximise content reach, engagement and measurable business impact across both segments.

Awards Strategy & Pitching for SME & Midcap Franchise:

• Own the awards strategy, calendar and submissions for SME and Mid Cap, prioritising opportunities that reinforce leadership, innovation and client impact.
• Build persuasive, evidence-led narratives using business performance, customer outcomes and differentiated proof points.
• Coordinate judging engagements and amplification with Communications and market teams to maximise recognition and reputational value.

Requirements

• Bachelor’s degree with at least 10 years of relevant experience in B2B or financial-services marketing, segment engagement, communications or commercial activation.
• Strong understanding of SME and Mid Cap client needs, banking propositions and relationship-led marketing.
• Proven ability to develop regional strategies while delivering market-specific segment programmes with measurable business outcomes.
• Strong hands-on experience in B2B demand generation and digital marketing for SME and Mid Cap or comparable business segments, including integrated campaigns, account-based marketing, lead generation and nurturing, marketing automation, audience segmentation and performance optimisation.
• Excellent strategic writing and storytelling skills, with experience developing persuasive awards submissions, executive narratives or thought leadership.
• Strong commercial and analytical orientation, with the ability to use customer, channel and performance data to shape priorities and investment decisions.
• Proven ability to lead complex, cross-functional programmes and influence senior business stakeholders across functions and markets.
• A decisive, adaptable and collaborative leader who manages multiple priorities with rigour, speed and attention to detail.

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