VP, Social Media Lead, Group Strategic Communications and Brand

United Overseas Bank · Central Region (City Area)

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About UOB

United Overseas Bank Limited (UOB) is a leading bank in ASEAN with a global network in Southeast Asia, Asia Pacific, Europe and North America. Operating through our head office in Singapore and banking subsidiaries in China, Indonesia, Malaysia, Thailand and Vietnam, we have a global network of about 430 branches and offices in 19 markets. At the heart of UOB is our culture, shaped by the UOB Way and anchored on our four values – Honourable, Enterprising, United and Committed. For more than 90 years, these values have guided how we do right by our customers, collaborate with one another and create long-term value for the communities we operate in. As One Bank, we are committed to helping our colleagues build sustainable careers grounded in purpose, supported by strong values, and enriched with meaningful opportunities to grow.

Job Description

This is an immediate opportunity for an individual contributor to shape and scale social media as a core strategic capability for UOB’s Wholesale Banking (#OneBankforASEAN), strategic corporate and innovation portfolios/ BUs. 

The role will operate at the intersection of UOB’s business, brand and digital communications strategy – building new and strengthening existing social-first B2B capabilities, driving enterprise-level impact, and partnering closely with senior leaders to elevate UOB’s voice across regional and global platforms. 

Reporting directly to SVP, Social Media and working closely with Executive Director, Head of Social Media, GSCB, this role is a specialist role who can translate our social media 2.0 vision and ambition into program and content execution, and pilots into scalable operating models across Singapore and ASEAN markets we partner and support.

Key Responsibilities

Act as social media partner

• Act as the trusted advisor and social media partner for key stakeholders in Group Wholesale Markets Marketing (GWMM), Group Foreign Direct Investment Advisory, Group Innovation, Corporate Sustainability Office and other relevant BUs.
• Own and drive the end-to-end B2B social media content and campaign (owned, paid, earned) strategy for Wholesale Banking
• Conceptualize and execute on social media-first thought-leadership to grow awareness and engagement on strategic topics such as innovation and our ASEAN growth story.
• Be the point person to coordinate closely with Integrated Communications team in order to publish our key corporate announcements such as Full Year results, Quarterly results, MOU signings.
• Drive scale by working closely with Markets’ brand and marketing teams to localize Group-led efforts

Lead flagship programs and scale key initiatives

• Evolve and grow high-visibility flagship initiatives (such as ASEAN Connect LIVE) as that shape perception and deliver business value for UOB’s growth
• Extend Wholesale and GSCB content initiatives to audience engagement and business growth via social.
• Be the voice and rep for the Social Media team within the GSCB Editorial Board workstream
• Drive Group Innovation-led programs for social media content development - supporting FinTech, AI, emerging technology narratives and key events such as Singapore FinTech Festival.
• Identify white spaces and launch new social media content/ campaign capabilities that have not previously existed, leading and transforming pilots into repeatable, bank-wide frameworks.
• Lead strategic experimentation in emerging areas such as AI-enabled brand story telling, ABM, executive voice, and new platform formats.

Support Executives & Employee Advocacy

• Support our Executive Voices and employee advocacy program (UOB Voices), partnering with senior leaders and spokespeople/ employees to build credibility and influence on platforms such as LinkedIn.
• Advocate and set clear standards for digital profiling (eg LinkedIn), tone of voice, quality, and storytelling
• Act as an internal community steward to grow and execute our employee activation program, with a risk-first approach that allows all employees to align with compliance and guidelines.

Collaborate effectively across BUs

• Navigate complex, matrixed environment in Singapore and across key markets which we support and partner.
• Influence and persuade internal stakeholders toward shared outcomes.
• Build strategic and meaningful relationships with internal teams and senior stakeholders. Includes collaborating closely with regional counterparts in Strategic, Comms and Brand (SCB) teams  
• Grow and build strategic long-term relationships with external content and social media partner

Grow social media engagement on key platforms

• Achieve/ exceed annual KPIs to demonstrate growth (eg engagement rate, average watch times, click-through rates)
• Evolve strategy over time, to support social media lead generation and demonstrate MQLs impact.
• Own social performance measurement and optimisation, using data to drive decision-making and prove business impact.
• Balance innovation with discipline - scaling what works while managing risk and resources effectively.

How we will measure success in this role

• Successful launch and adoption of new social media capabilities.
• Delivery of high-impact, enterprise-level programs with measurable outcomes.
• Strong senior stakeholder trust and collaboration.
• Clear uplift in social performance (engagement rate, video view rate, and click-through rates), efficiency, and strategic value.
• Demonstrated growth of team capability and leadership maturity.

Preferred Experience & Background

• 8 – 10  years of preferred experience in content marketing, social media, digital marketing, or integrated communications, ideally within B2B, financial services, or complex matrixed organisations.
• Proven track record of leading high-impact content programs or campaigns, including launching new capabilities or initiatives from concept to scale.
• Experience working across multiple stakeholders and business units, with the ability to influence senior leaders and drive alignment.
• Experience operating across regional or multi-market environments, with the ability to drive alignment while adapting strategies for local market relevance.
• Established professional presence on LinkedIn, with at least a keen interest in digital profiling, audience engagement, and best practices in B2B social communications.
• Capability in developing and/or managing the development of multimedia content including social reels.
• Exposure to wholesale banking, innovation, technology, or FinTech-related marketing is highly advantageous.

Personal Attributes

• Strong ownership and accountability, with a bias for action.
• Resilient and adaptable, able to navigate ambiguity and drive outcomes in a fast-moving environment.
• Collaborative mindset with the ability to build trust and long-term partnerships.
• Passionate about building something new and scaling it across UOB.

Additional Requirements

Be a Part of the UOB Family

UOB is an equal opportunity employer. UOB does not discriminate on the basis of a candidate's age, race, gender, color, religion, sexual orientation, physical or mental disability, or other non-merit factors. All employment decisions at UOB are based on business needs, job requirements and qualifications. If you require any assistance or accommodations to be made for the recruitment process, please inform us when you submit your online application.

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