Citi

In this role, I develop effective global marketing strategies for the new Supergroup HCW business, focusing on client needs and user experience. I implement an omnichannel marketing approach to ensure consistency in our global brand messaging and identity, and to increase brand awareness. In collaboration with cross-functional teams, I work to identify client segments and determine strategies for brand positioning. I establish thought leadership via thematic articles relevant to HCW industries and conceive, design, and execute digital and experiential marketing engagements. I also manage annual marketing budgets, negotiate vendor contracts, and report ROI. As a key member of the Global HCW Management Team, I analyse market trends and competitor activities to inform recommendations for business growth.
A selection of my accomplishments includes: 
• I increased client acquisition for new commercial personas by 50% through strategic partnerships, including the first industry partnership with Vogue Business.
• I introduced a new visual identity and positioning for the HCW global business.
• I developed 'The Future of Healthcare' campaign, which engaged the healthcare ecosystem, including healthcare providers, manufacturers, insurance providers, and fintech.
• I conceived and managed, in partnership with HCW SMEs, the global 'Industry-in-a-Box' series, showcasing Luxury Goods and Fashion, E-Marketplaces and Telehealth, Food and Agri Value Chain, Pharmaceuticals, Hospitals and Diagnostic Labs, driving lead generation campaigns for the sales team.
• I identified and researched new industry forums to expand sales outreach and cultivate relationships with prospective clients as part of sales acquisition.
• I launched and managed the 'Healthy Technology' podcast with Treasury Today, achieving a 25% complete listen rate compared to the 6% average.
• I initiated an HCW thought leadership campaign, garnering more than 10,000 views as well as engagement across content.

Global Head of Healthcare, Consumer & Wellness Marketing, Institutional Client Group 

As Head of Marketing, I lead the APAC Marketing team and position the TTS business in APAC as an industry leader via all marketing and communications channels. I drove accelerated growth through high-quality client advocacy programs and developed B2B client value propositions along with product and proposition marketing. I integrated marketing and rebranding within the Global Marketing team. I also oversaw the origination and development of all client-facing sales and marketing materials and positioned Citi prominently with leading media brands and industry organisations. 
Selected accomplishments include: 
• I led a successful thought leadership initiative entitled 'Social Commerce Gets Serious.'
• I oversaw a successful digital campaign with Treasury Today Asia that generated more than 20,000 views.
• I developed a client service campaign in Asia to boost the use of self-service tools, reducing direct inquiries to our service teams by 80%.
• I launched the Diversity Matters DEI campaign and highlighted Citi senior female leadership and clients.
• I partnered with the APAC Citi franchise to design an Asia Corporate brand campaign comprising 23 print ads across 10 markets.
• I negotiated and secured a successful partnership with Women in Payments ASEAN in collaboration with our Global Head of Marketing, resulting in a global sponsorship.
• I created the 'Citi Dialogues' client advocacy program, featuring short documentaries showcasing clients with powerful success stories..
• I transitioned in-person events to virtual events, working with in-house teams to produce 85 webinars in FY2020 alone.
• I  hosted the 2020 regional TFC Asia Conference online, with 3,000+ attendees, 11 sessions, and 30+ speakers.
• I curated and delivered topics with COVID-19 relevance to clients.
• I directed the APAC Client Case Study Programme, which served as the USP for addressing client pain points and solutions.

Treasury and Trade Solutions Asia Pacific Head of Marketing

Standard Chartered Bank

At Standard Chartered, I owned all marketing strategies and budgets in support of global relationships and revenue-growth opportunities for corporate and institutional clients in commercial and private banking across 60 markets. I shaped the global marketing plans and oversaw the implementation of marketing governance and risk standards for client segment groups across Asia, Africa, the Middle East, Europe, and the US. I built a trusted advisory relationship with the executive team, sharing insights and 
advocating for new channel opportunities to serve clients’ changing needs. I integrated the brand strategy and business strategy to create client value propositions in alignment with the bank’s Here for Good brand promise. I allocated assets for the bank's hospitality programme across senior leadership and front-line sales teams. I ensured strong brand representation at high-profile global industry events, as well as engagement with key financial decision-makers in diverse sectors. I oversaw signature company events as well as high-visibility business sponsorships, such as the Standard Chartered Marathon in Singapore.
 Selected achievements include: 
• I co-created the first pan-CIB thought leadership platform across Asia, Africa, and Middle East, which was nominated for the 2016 Content Marketing Awards.
• I restructured the marketing function for better alignment with the CIB business structure, and I consolidated agencies for better cost-efficiency.
• I created content on cutting-edge topics, including Blockchain technology, the Asian asset-management industry, and risk management in emerging markets.
• I started using metrics to track spending and campaign efficacy and to integrate ongoing professional development into our strategies.
• In partnership with EY, I created a bespoke programme to promote the first APAC EY Entrepreneurial Winning Women, and I delivered the first CIB DEI client agenda in partnership with the Milken Institute and Women’s World Banking.

Global Head of Client Marketing & Franchise Events

HSBC

In this one-year contract position with HSBC, I directed the market agenda globally for all GMB products, serving as GBM Marketing Ambassador across Global Product Heads, Heads of Coverage Teams, Heads of Trading, and the GBM Executive Office. I audited and updated existing strategic marketing plans across the investment banking client and product portfolio. I drove the market share, new-product launches, and client penetration through a multi-asset marketing platform and targeted product positioning. I enlisted relevant internal stakeholders and external research agencies in knowledge-sharing to define the FI client value proposition. I delineated a comprehensive, robust brand architecture as the framework over HSBC’s full product range and services in the FI segment. I also developed and standardised the templates, tools, and processes for our consistent brand presence.
Some accomplishments in this role include: 
• I created a future integrated marketing plan—multi-asset, multi-product, and multi-region—aligned with our projected budget and business objectives and featuring embedded tracking and evaluation tools.
• I introduced digital marketing across markets for a first-of-its-kind strategic approach for the Euromoney FX Poll.
• I initiated partnerships with the Financial Times “Mastering Growth” and Bloomberg's “Cultivating Conversations” series.
• I designed a new internal marketing dashboard for senior management with a financial reporting capability.

FI Marketing Strategist (Consultant)

RBS Global Banking & Markets

Responsible for creating and managing the execution of the marketing globally for Equities around financial institutional clients  - focus on hedge funds/asset managers. Working across Equities to develop existing networks and explore new business opportunities with product/sales teams.  Operating at a strategic level building strong relationships with key stakeholders and clients on an international scale.
Developing strong relationships with global product heads/account directors on priority/franchise equity accounts to build awareness of Equities client offerings for our chosen clients in our chosen markets; including support for inbound global heads – becoming a valued and trusted source of information for them. 
Creating and enforcing the linkages between the Equities and Structured Retail programmes and the relationship programmes with key contacts within the priority clients/targets for Equities. Measuring the impact and adjust plans accordingly. 
Working in collaboration with the CAM/CRM/Sales team to devise and implement client territory/segment business plans in order to identify growth opportunities and retain business.  Develop key client programmes tailored to the Hedge Fund clients/Institutional clients for Equities franchise base.
Assist the Equities Snr leadership team in the identification and prioritisation of the key clients and  cross-equities targets. Work with the teams to jointly develop a monitoring process to measure progress on both financial (eg revenue) and non-financial measures (eg client impacts, client account planning, client reviews, client meetings with senior people etc) at the priority/franchise targets.
Develop client strategies to maximise revenue and share in the target markets integrating marketing, product management and sales. Facilitate and lead the process by which industry issues are fed into and out of the client service teams to identify client thought leadership opportunities.

Global Director of Equities Client Services Marketing

	Definition and delivery of global marketing strategies for key growth areas:
	ESR incorporating equities origination, cash equities, equity prime services, equity execution services, equities derivatives and retail structured products;
	Collaboration with the CEO of ESR to drive market share in this volume-driven business.
	Planning & evaluating combined marketing budgets of c.£22m, covering a wide marketing mix including advertising campaigns direct to consumers for retail products, across EMEA, APAC and the USA.
	Leadership of virtual teams across several key regions, including oversight of a team of regional marketing managers.
	Gaining a clear picture of the macro-economic context of ESR products, working closely with research & strategy teams, and with sector teams to look at market movements.
	Delivery of first class communication and marketing deliverables through management of third party supplier relationships.
	Collaborating with Business Heads and Senior Management Teams on the marketing element of their 1-3-5 year business strategies

Global Equities & Structured Retail Marketing Senior Account Manager

ABN AMRO Bank N.V.

	Created & led marketing strategy for European cash management and trade services.
	Built a network of relationships with leading market influencers through thought leadership activities including case studies and white papers, aimed at CFOs in target businesses.
	Played a key role in developing sales support tools including product profiles, sales educational programmes, implementation support tools, etc.
	Managed a virtual network across diverse regions to ensure delivery of marketing plans.
	Provided cross-product themes across Europe by building effective partnerships with Product Management Product Marketing and other colleagues.
	Used industry conferences and media as channels of profile/push for treasury and cash management products.

Associate Director, Transaction Banking Europe

PricewaterhouseCoopers

	Delivered strategic & tactical marketing programmes supporting XLOS business goals.
	Acted as main point of contact for the XLOS marketing and business development community in the UK.
	Maximised revenue growth by building the profile of PwC in this sector, working in collaboration with key stakeholders at Partner and Director level.

Marketing Manager, Retail & Consumer Sector

Protiviti

	Designed and implemented UK marketing communications strategy across all service lines, using a product-led cross-industry programme and thought leadership activities.
	Created campaigns in association with key professional associations and in partnership with publications including the FT, to drive client awareness.
	Managed relationships with third party agencies for branding, advertising and PR.

Senior Marketing Manager

	Designed and implemented IBM’s Financial Services strategy.
	Created a varied UK-wide programme of events, also leveraged across Europe.
	Commissioned numerous and diverse thought leadership materials and communicated them using innovative methods and channels.

Key Achievements
	Awarded the IBM EMEA Leadership Award for launch of IVP campaign to market.
	Awarded the IBM National Excellence Award for outstanding contribution.
	Steered the 2001 Financial Services Program to its best ever media coverage through energetic networking and briefing with key media contacts.

Marketing Manager Financial Services

Senior Global Marketing Leader

Dynamic marketing and communications leader who drives transformation and innovation on a multi-national scale.
With extensive experience in driving revenue growth and market-share gains in a variety of industries, and particular expertise in the finance industry, I've built a strong history of achievement as a marketing leader. I thrive in building high-performing teams, developing innovative marketing strategies, and executing effective campaigns for measurable results. I've gained a reputation for being a driver of change and transformation, and I emphasise diversity, inclusion, and open communication as the standards of my workplace culture. I'm a confident, resilient decision-maker, as evidenced by my performance in the face of COVID-19 and my ability to creatively adapt marketing strategies and events amid restrictions of pandemic.
As a leader, I focus on engagement, communication, and support in my relationships with internal and external stakeholders at all levels. My team leadership style is based on empowerment, encouragement, and professional development, nurturing a growth mindset and coaching teams and individuals to reach their full potential.

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