Digital Marketing Specialist – Marketing & Engagement

Position Purpose

The individual plays a pivotal role in driving digital engagement and marketing automation across client segments in Asia. This includes complete ownership of the smart emailing platform (Adobe Campaign) and its complementary platforms such as AEM and other digital tools, support all cross-functional collaboration, and the development of digital assets to support client and internal stakeholder engagement.

Key Responsibilities

1. Smart Emailing Tool (Adobe Campaign) – Product Ownership

•    Lead the development and execution of the smart emailing tool in Asia, aligned with the global digital automation strategy.

•    Collaborate with IT, Front Office, Legal & Compliance, and Product & Services teams to manage and expand use cases.

•    Drive adoption across new client segments, including prospects.

•    Define and refine client segmentation to enhance content personalisation.

•    Anticipate technical challenges and implement effective workarounds.

•    Build wider team expertise to ensure continuity and scalability.

•    Adapt campaigns based on ad-hoc business needs.

•    Coordinate the development of a marketing dashboard for campaign analytics.

•    Maintain strong visibility with the Front Office to support client adoption and onboarding.

2. Digital Content Integration & Platform Expansion

•    Promote content across digital channels such as the e-banking app and public website.

•    Create and maintain webpages for recurring reports; train teams to contribute directly for efficiency.

•    Participate in generative AI initiatives and coordinate platform testing and adoption with Head Office.

•    Integrate the smart emailing tool with other communication platforms (e.g., WhatsApp, e-banking chat).

3. Marketing Support & Ad-Hoc Initiatives

•    Support the CIO with multi-channel digital asset creation.

•    Provide creative services to Investment Services teams (e.g. templates, visuals, icons).

•    Support the planning and execution of various events, including conferences, seminars, and lifestyle engagements.

•    Liaise with vendors, suppliers, and contractors to ensure all event logistics are handled efficiently and within budget.

•    Ideate and create promotional materials for internal and external activations.

•    Conduct post-event evaluations to gather feedback and assess the event's success, identifying areas for improvement.

•    Conduct market intelligence and competitive analysis to inform strategy and gather market feedback.

•    Respond to ad-hoc marketing requests as needed.

4. Regulatory Compliance

•    Partner with Legal & Compliance to ensure all campaigns and content meet regulatory standards and are properly documented.

•    Monitor evolving regulations to ensure all client-facing materials remain compliant.

Competencies (Technical / Behavioural)

Technical

•    Essential Technical Knowledge/Skills: Adobe AEM, Adobe Campaigns

•    Experience and Creative flair, Digital Strategy, use of digital tools 

•    Excellent command of English is required. Other language is a plus.

•    Knowledge of financial services products, wealth management business and asset class is a plus

Behavioural

•    Flexibility and agile mindset

•    Openness and transparency in work ethics

•    Attention to detail in execution and processes

•    Resourceful to initiate and support new business cases ideas

•    Analytical thinking and data interpretation skills 

•    Ability to work in a global environment 

•    Capacity to help teams adapt to new processes and requirements

•    Capability to relate marketing initiatives to broader business strategies

Specific Qualifications Required

•    +5 years of experience in digital marketing preferably within Wealth Management or financial services

•    Bachelor's degree in Marketing, Business, or related field

•    Knowledge of Adobe Campaign, Adobe Analytics, AEM preferred

•    Strong analytical capabilities with experience in data analysis and performance reporting

•    Excellent communication skills with ability to engage effectively with IT, legal, management and HO stakeholders

•    Demonstrable experience and outcome of digital campaigns

•    Event management skills would be an added advantage

About BNP PARIBAS

As the leading European Union bank, and one of the world’s largest financial institutions with an uninterrupted presence in the region since 1860, BNP Paribas offers a wide range of financial services for corporate, institutional and private investors spanning corporate and institutional banking, wealth management, asset management and insurance. 

We passionately embrace diversity and are committed to fostering an inclusive workplace where all employees are valued and encourage applicants of all backgrounds, including diversity of origin, age, gender, sexual orientation, gender identity, religion applicants who may be living with a disability. We have a number of internal employee networks in place to empower our staff to act and challenge the status quo.

•    BNP Paribas PRIDE is highly active in favour of the LGBTQIA+ community

•    BNP Paribas MixCity which fosters better representation of women at all levels of the organization

•    Ability, the mutual aid network for employees with a disability or a disabling or chronic illness

•    BNP Paribas CulturAll which celebrates diverse backgrounds

BNP is committed to financing a carbon-neutral economy by 2050. The Group is a founding member of the Net-Zero Banking Alliance and has set up its own Low Carbon Transition Group to support its clients through their energy transitions.

https://careers.apac.bnpparibas/

More information 

BNP Paribas - Diversity & Inclusion Journey

BNP Paribas - The Bank Of Green Changes

Award Obtained

BNPP has won Top employer Europe award in a 10th consecutive year