We are looking for

Head of Brand & Communications, Australia & New Zealand

Apply REF: BRA000251

Position Purpose

This is a new senior role, created with the aim of leading an integrated Brand & Communications team supporting the BNP Paribas Group’s affairs in the Australia and New Zealand Territory across all business lines. The role will be responsible for developing and implementing the internal and external communications strategy in the Territory, dynamically driving communications initiatives, proactively spearheading media relations and directly managing executive profiling as well as issues management. The principle objective of this role will be to ensure that the full scope of corporate communications is executed effectively across the territory to meet the Group’s objectives.  

The role will also be responsible for supervising and directing the Territory Brand & Communications Team consisting of an Internal Communications Manager and an Events and Communications Manager.  

BNP Paribas’ Brand & Communications function has transversal responsibility for corporate communications relating to all activities of BNP Paribas Group in the Territory. This includes the activities of all local business lines - (Corporate & Investment Banking: including Securities Services, Global Markets, Capital Markets Group, Corporate Clients Group, Financial Institutions Coverage; as well as Asset Management for locally driven initiatives and communications.

This role encompasses the full responsibility for the planning and execution of all communications and media actions on all channels, including online and social media, for the complete scope of the Australia and New Zealand Territory.

The Head of Brand and Communications will take a lead role in managing the external reputational risk for the organisation, and advising Territory Management on the appropriate course of action on key market topics and trends.

They will play a strong advisory role to the leadership team on business critical topics in the external environment, such as Environment Social and Governance (ESG) principles. In addition, they will strengthen the Bank’s local representation on sustainability in line with the local business strategy.

The Head of Brand and Communications will play a strategic and proactive role in the development of Territory-wide policies and procedures that will address current external needs and anticipate future trends to create a dynamic approach to support organisational readiness and enable BNP Paribas to position itself as a market leader amongst international banks.

A key area of focus of the enlarged scope for the Head of Brand and Communications will be to directly and independently drive a media, client marketing (events) and communications strategy for BNP Paribas. 


Direct Responsibilities

  • Design, develop and directly execute a holistic media strategy for Australia and New Zealand, encompassing multiple media campaigns to meet the needs of all business lines including Securities Services. The Head of B&C will directly manage media relationships and handle issues in collaboration with the Head of Territory and wider management team.
  • Design, develop and execute an executive communications strategy for the Head of Territory, directly supporting on speech writing and the development of external material such as advertorials as needed.
  • Develop a strategy to balance a specific approach for the organisation as a whole, and a definitive external communications and media campaign for the Securities Services business building market visibility in what is an increasingly competitive market.
  • Leadership and direction of a transversal team which is dedicated to events management and internal communications, and strong participation in the Securities Services marketing activities to ensure that marketing communications are in line with the wider Territory strategy.
  • Play a key connecting role within the leadership of the Bank to animate the client communications that are developed to seek to leverage cross selling opportunities across business lines.
  • Represent Australia and New Zealand in the regional and global brand and communications executive team to help shape APAC approach to media and communications and align the APAC Brand & Communications strategy locally.
  • Build strong relationships with Securities Services marketing teams globally, regionally and locally.
  • Directly responsible for driving Media Relations and communications, and act as a spokesperson for the Bank with external media. 
  • Ensure integrated strategy sufficiently addresses all external communications including social media, contributions to any APAC-wide digital advertising campaigns, local advertising/advertorials, media strategy and client communications.
  • Develop and maintain a framework to systematically manage executive profiling, media engagement and issues management.
  • Provide strategic direction to the B&C team on the Bank’s sponsorships, making recommendations to regional team on future sponsorship opportunities to influence the local strategy.

Contributing Responsibilities

  • Play an active role in partnership with the Securities Services marketing teams to provide input, influence and support.
  • Proactive management and support to the various businesses on developing and implementing client communications.
  • Contribute to the Permanent Control framework
  • Contributes to franchise development by enhancing sharing of opportunities between all business across CIB.
  • Contributes to sharing of opportunities, resourcing and ideas across regional B&C teams.
  • Contributes to develop innovation.

Technical and Behavioural Competencies required

The Head of Brand and Communications role relies on a candidate with strong generalist marketing and communication experience gained over a minimum of 15 years B2B and financial industry experience. A proven track-record in executive profiling, media engagement, issues management and other internal/external communication capabilities is required.

The person must demonstrate:

  • Proven experience of developing and delivering external marketing, communications and layered media campaigns.
  • Deep understanding of all Banking products, particularly those relevant to the BNP Paribas footprint. For example, Global Markets, Global Banking, Asset Management and Securities Services.
  • Broad business experience and deep understanding of the Banks’ corporate and institutional clients to design and execute a successful brand and communications strategy and understand how to layer communications tools to deliver holistic campaigns.
  • Strong writing and verbal communications skills and confidence dealing with internal and external stakeholders at all levels and for all the businesses of the platform.
  • Deep knowledge of Corporate and Institutional Banking including Securities Services and experience in driving related 360-degree communication activities for a local and regional audience.
  • Strong negotiation skills and an understanding of how best to leverage all sponsorship activity to generate the greatest opportunities for brand awareness.
  • Confidence leading a transversal team, understanding how best to motivate and engage team members and regulate activity to ensure it is appropriately distributed across all business lines of the Bank.
  • Strong attention to detail and the drive to see a successful outcome are critical to the role.
  • The ability to multitask. This job will require the individual to be very organized and good at prioritizing tasks and making sure the deliverables are up to expectations and on time.

Experience and Qualifications required

  • A Bachelor’s degree in communications, marketing, journalism, commerce / finance or a related area will be highly regarded.
  • Financial services experience in Corporate & Investment Banking and Custody products.
Primary Location: AU-NSW-SydneyJob Type: Standard / PermanentJob: COMMUNICATIONEducation Level: Bachelor Degree or equivalent (>= 3 years)Experience Level: Not Indicated Reference: BRA000251