OCBC is seeking a dynamic and strategic Marketing & Communications professional to spearhead initiatives targeting Chinese businesses and corporates entering and expanding in Malaysia. This role is pivotal in positioning OCBC as the preferred banking partner for this segment by driving market entry strategies, strengthening corridor based growth platforms, building long term client relationships, and executing impactful media and engagement campaigns.
A key focus of the role includes supporting priority economic corridors such as Penang, Johor, and other strategic growth zones, aligning marketing and engagement efforts with Malaysia's investment, manufacturing, trade, and regional connectivity ambitions.
Key Responsibilities:
1. Strategic Positioning
- Develop and refine OCBC's value proposition for Chinese businesses entering and operating in Malaysia, with clear differentiation across key economic corridors.
- Craft strategic messaging frameworks that resonate with Chinese business audiences, aligning with OCBC's brand positioning, cross border banking strengths, and regional growth priorities.
2. Go to Market Strategy
- Design and execute targeted market entry and growth strategies for Chinese corporates and SMEs, informed by data driven insights, sector trends, and corridor specific market intelligence (e.g. manufacturing and technology in Penang; logistics, industrial parks, and cross border trade in Johor).
- Identify and activate key marketing and engagement channels including digital platforms, trade associations, chambers of commerce, and business networks relevant to corridor based ecosystems.
- Forge strategic partnerships with ecosystem players such as media outlets, digital marketing agencies, content creators, and community platforms that effectively engage Chinese speaking audiences.
- This may include established Chinese media such as China Press, Sin Chew Daily, Nanyang Siang Pau, Oriental Daily, as well as digital platforms including RED (Xiaohongshu), WeChat, and Douyin, which are widely used by Chinese enterprises and entrepreneurs.
3. Corridor Development & Market Activation
- Support corridor development initiatives by collaborating closely with internal stakeholders, relationship managers, and regional teams to position OCBC as a key banking partner within strategic growth corridors such as Penang, Johor, and other emerging hubs.
- Develop corridor specific marketing narratives, engagement programmes, and thought leadership platforms that highlight OCBC's understanding of local industries, supply chains, and cross border business needs.
- Lead and support corridor based activities including business forums, investment briefings, networking sessions, and joint programmes with state agencies, business councils, and industry associations to attract and deepen Chinese business participation.
- Ensure consistency between national brand strategy and local corridor execution, while allowing for market specific customisation.
4. Relationship Building
- Lead initiatives to engage Chinese business owners and corporates through curated networking events, roundtables, and thought leadership platforms.
- Collaborate with Relationship Managers to develop tailored onboarding, engagement, and lifecycle journeys for clients across different corridors.
- Implement structured feedback loops to continuously refine engagement approaches and enhance customer experience across all touchpoints.
5. Media & Engagement Campaigns
- Plan and execute integrated media and engagement campaigns (digital, print, PR, and events) targeting Chinese SMEs and corporates, with specific activation within priority corridors.
- Develop culturally relevant content in Mandarin and English to ensure effective storytelling and market resonance.
- Track and analyse KPIs including engagement levels, lead generation, conversion rates, brand sentiment, and campaign ROI to inform continuous optimisation.
Qualifications & Experience:
- Bachelor's degree in Marketing, Communications, Business, or a related field.
- Minimum 3-5 years of experience in B2B marketing, preferably with exposure to Chinese markets, cross border business, or corridor based economic development.
- Strong understanding of Chinese business culture; fluency in Mandarin is highly preferred.
- Proven track record in strategic marketing, stakeholder engagement, integrated campaign execution, and partnership development.
