VP, Specialist, Regional SME & Mid Cap Marketing, Engagement & Awards, Group Marketing & Communications at DBS Bank in Singapore - Central
- Company: DBS Bank
- Location: Singapore - Central
- Posted: Sep 23, 2026
- Type: Full time
- Experience: 10+ years
Overview
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 outc…
Job description
- 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.
Responsibilities
- 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.
- 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.
- 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.
Skills
Required
- B2B marketing
- Financial-services marketing
- Segment engagement
- Communications
- Commercial activation
- Banking propositions
- Relationship-led marketing
- Regional strategy development
- Market-specific segment programmes
- B2B demand generation
- Digital marketing
- Integrated campaigns
About DBS Bank
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. DBS is more than a bank — we're shaping the future of finance and communities. With innovation at our core and impact in our DNA, we go beyond banking to build careers, relationships, and a better world. DBS is a leading financial services group in Asia with a presence in 19 markets. Headquartered and listed in Singapore, DBS is in the three key Asian axes of growth: Greater China, Southeast Asia and South Asia. Recognised for its global leadership, DBS has been named “World’s Best Bank” by Global Finance, “World’s Best Bank” by Euromoney and “Global Bank of the Year” by The Banker. The bank is at the forefront of leveraging digital technology to shape the future of banking, having been named “World’s Best Digital Bank” by Euromoney and the world’s “Most Innovative in Digital Banking” by The Banker. In addition, DBS has been accorded the “Safest Bank in Asia” award by Global Finance for 15 consecutive years from 2009 to 2023. DBS provides a full range of services in consumer, SME and corporate banking. As a bank born and bred in Asia, DBS understands the intricacies of doing business in the region’s most dynamic markets and is committed to building lasting relationships with customers. With its extensive network of operations in Asia and emphasis on engaging and empowering its staff, DBS presents exciting career opportunities.