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Director, Digital Sales & Growth – lead data‑driven growth strategy at Standard Chartered, driving lifecycle marketing, NBA initiatives, and experimentation.
Based in Kwun Tong, bring analytical, commercial, and leadership skills to a high‑impact team focused on customer acquisition, engagement, and value.
Job Summary
• We are seeking a Digital Sales & Marketing Growth Lead (DS&M) to drive incremental growth across the customer lifecycle through data-led insights, Next Best Action (NBA) strategies, and continuous experimentation.
• This role will lead a, high‑impact team to identify gaps in lifecycle marketing, uncover opportunities across customer segments and behaviours, and translate these into actionable campaigns and optimisation strategies. Partnering closely with business and product teams, the role will design and prioritise Next Best Action-driven initiatives, enhance existing campaigns, and embed experimentation (A/B testing and test‑and‑learn frameworks) as a core pillar to accelerate performance uplift.
• The ideal candidate combines strong analytical thinking with commercial acumen, and is able to connect data insights to tangible business actions—driving measurable improvements in acquisition, engagement, and customer lifetime value across DS&M.
Key Responsibilities
Strategy
- Identify gaps across the end-to-end customer lifecycle (acquisition, onboarding, engagement, deepening) using data, segmentation, and behavioural insights
- Critically interpret performance and customer data across channels and journeys to identify optimisation opportunities
- Translate these gaps into clearly defined growth opportunities and prioritised action plans for business and product teams
- Embed experimentation (A/B testing, control vs test frameworks) as a core pillar across all campaigns and initiatives
- Design and govern test-and-learn agendas to accelerate learning cycles and drive faster performance improvements
- Partner with business stakeholders to design and prioritise Next Best Action use cases that drive incremental sales and customer value
- Establish standards and frameworks to ensure consistent, high‑quality inputs into the campaign delivery pipeline
- Critically interpret performance data to generate insights and form hypotheses on growth drivers and underperformance
- Proactively challenge assumptions by asking the right questions based on data rather than relying on anecdotal inputs
Business
Analytics Fluency & Insight Translation
- Strong ability to interpret performance data and translate complex numbers into clear, actionable business insights
- Comfortable working with large datasets and identifying trends, gaps, and opportunities across the customer lifecycle
- Proficiency in SQL or similar data querying tools is a strong advantage
Critical Thinking & Hypothesis-Driven Mindset
- Ability to critically read performance data and form structured hypotheses on growth drivers and underperformance
- Asks the right analytical questions, moving beyond surface-level insights or anecdotal observations
- Applies structured problem-solving to identify root causes and inform decision-making
Business & Product Acumen (Wealth & Retail Banking)
- Good understanding of wealth and retail banking products, customer journeys, and lifecycle dynamics
- Able to engage in meaningful use case discussions with business teams and challenge assumptions constructively
- Connects customer behaviour and segmentation insights to commercial outcomes
Next Best Action (NBA) & Lifecycle Thinking
- Strong grasp of lifecycle marketing concepts including segmentation, targeting, and personalisation
- Experience in defining customer eligibility, triggers, and success metrics for NBA-driven use cases
- Familiarity with decisioning frameworks and customer‑centric campaign design
Business Analysis & Requirements Structuring
- Proven ability to translate business needs into clear, structured requirements and use case documentation
- Strong in defining acceptance criteria, success metrics, and use case logic for execution teams
- Effective in bridging business, analytics, and technology teams to ensure alignment and clarity
Campaign Optimisation & Test-and-Learn
- Experience in analysing campaign performance and identifying optimisation levers across targeting, messaging, and journeys
- Strong understanding of experimentation methodologies (A/B testing, control vs test frameworks)
- Ability to operationalise test-and-learn approaches to drive continuous performance improvement
MarTech & Decisioning Platforms (Good to Have)
- Familiarity with Pega CDH or similar real‑time decisioning platforms is advantageous
- Exposure to marketing technology ecosystems (e.g. campaign management, analytics, personalisation tools) preferred
- Ability to quickly learn and apply new platforms within a business context
Processes
- Act as a strategic partner to business and product teams, translating analytics into actionable recommendations
- Drive alignment across marketing, product, analytics, and RTIM teams to ensure seamless execution of growth initiatives
People & Talent
- Lead and develop a team of ~3, setting clear priorities, structure, and ways of working
- Build a strong capability in analytics, experimentation, and NBA thinking across the team
- Confident in partnering with senior business stakeholders and influencing decisions through data‑backed insights
- Strong communication skills, with the ability to distil complex analytics into clear narratives
- Capable of driving alignment across cross‑functional teams (business, product, analytics, group)
- Ability to lead, structure, and develop a small, high‑performing analytics/growth team
- Sets clear priorities and instils a strong culture of data‑driven decision‑making and accountability
Risk Management
- Responsible for achieving and maintaining satisfactory audit rating where needed.
- Ensure that team members are aware of the Group Policy and relevant local statutory requirements, relevant money laundering procedures and controls are in place.
- Ensure adherence to bank's risk management framework and conduct requirements.
Governance
- Ensure adherence to bank's legal & compliance requirements.
- Establish clear and well documented business processes, establish checking & mitigation mechanism to ensure proper implementation.
Regulatory & Business Conduct
- Display exemplary conduct and live by the Group’s Values and Code of Conduct.
- Take personal responsibility for embedding the highest standards of ethics, including regulatory and business conduct, across Standard Chartered Bank. This includes understanding and ensuring compliance with, in letter and spirit, all applicable laws, regulations, guidelines and the Group Code of Conduct.
- Effectively and collaboratively identify, escape?
Key stakeholders
- Hong Kong WRB Product / Segment / Channels Owners
- Group Digital Tech and Data Teams
Skills and Experience
- Personalization Technologies (Adobe, Pega)
- Digital Analytics
- Audience Segmentation and Analysis
- Creativity
- Digital Paid Media and Ad Tech
- Customer Data Platform (CDP)
About Standard Chartered
We’re an international bank, nimble enough to act, big enough for impact. For more than 170 years, we’ve worked to make a positive difference for our clients, communities, and each other. We question the status quo, love a challenge and enjoy finding new opportunities to grow and do better than before. If you’re looking for a career with purpose and you want to work for a bank making a difference, we want to hear from you. You can count on us to celebrate your unique talents and we can’t wait to see the talents you can bring us.
Our purpose, to drive commerce and prosperity through our unique diversity, together with our brand promise, to be here for good are achieved by how we each live our valued behaviours. When you work with us, you'll see how we value difference and advocate inclusion.
Together we:
- Do the right thing and are assertive, challenge one another, and live with integrity, while putting the client at the heart of what we do
- Never settle, continuously striving to improve and innovate, keeping things simple and learning from doing well, and not so well
- Are better together, we can be ourselves, be inclusive, see more good in others, and work collectively to build for the long term
What we offer
- In line with our Fair Pay Charter, we offer a competitive salary and benefits to support your mental, physical, financial and social wellbeing.
- Core bank funding for retirement savings, medical and life insurance, with flexible and voluntary benefits available in some locations.
- Time-off including annual leave, parental/maternity (20 weeks), sabbatical (12 months maximum) and volunteering leave (3 days), along with minimum global standards for annual and public holiday, which is combined to 30 days minimum.
- Flexible working options based around home and office locations, with flexible working patterns.
- Proactive wellbeing support through Unmind, a market‑leading digital wellbeing platform, development courses for resilience and other human skills, global Employee Assistance Programme, sick leave, mental health first‑aiders and all sorts of self‑help toolkits
- A continuous learning culture to support your growth, with opportunities to reskill and upskill and access to physical, virtual and digital learning.
- Being part of an inclusive and values driven organisation, one that embraces and celebrates our unique diversity, across our teams, business functions and geographies - everyone feels respected and can realise their full potential.
Information at a Glance
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