The South East Asia and Middle East marketing team is responsible for managing the Fidelity brand in accordance with global and regional guidelines, ensuring the South East Asia and Middle East market is leveraging and building on Fidelity’s brand strength in the marketplace. The marketing team is responsible for developing and implementing the marketing strategy and activity for the various business channels, working in close partnership with the distribution teams and regional marketing resources to develop and implement key initiatives that include above and below the line marketing activities.
Purpose of the Role
This senior role is responsible for leading the development of content and content marketing, social media and digital marketing in South East Asia and Middle East to ensure a competitively strong, well-positioned communication programme is executed in the local markets. This will include using innovative digital means to amplify content for various distribution channels in partnership with internal regional resources. Also this role will be responsible for spearheading marketing activities to support our expansion in the Southeast Asia markets. This role will also have team management responsibilities.
Lead and set the marketing agenda to support the growth of SEA business with cut-through marketing activities and partnerships in conjunction with distributor partners in Thailand, Philippines and Malaysia. Partner with the local distribution teams to generate new and differentiated building visions for integrated product content such as above-the-line campaigns, below-the-line including fund flyers, infographics, videos that align to our product pillars. Conceptualise outstanding content and ATL/BTL campaigns based on customer insights to meet the needs of SEA/MEA markets. Monitor content KPIs to ensure engagement measures are met. Lead the social agenda, manage the social content calendar to support visibility of our product shelf and solutions and ensure timely and coordinated delivery of content through channels. Support the development of marketing communications around strategic pillars such as Sustainable Investing. Drive B2C investor education communications programme using cut-through social formats and platforms to drive brand awareness and association with investing among end investors. Adopt and drive digital-first approach across our client communications. Manage, guide and drive alignment among supporting team members.
Experience and Qualifications Required
An all-rounded senior marketer with a good understanding of the industry, strategic mindset, keen eye for creative excellence and strong proven track record.
At least 15 years marketing or product communication or investment writing experience within the financial services industry.
Proven experience in digital / social media marketing is a plus, with a strong desire to excel and differentiate.
Excellent command of English – written and verbal.
Evidenced ability to influence sales outcomes through marketing content programmes that bring investing to life.
Strong understanding of engagement and measurement principles with regard to content distribution, particularly in digital environment.
Able to work independently, fluid in thinking and versatile to adapt.
A dedicated and detailed contributor capable of managing multiple complicated tasks and responsibilities at the same time.