United Overseas Bank Ltd (UOB)

VP/AVP, Social Media, Group Strategic Communications & Customer Advocacy

United Overseas Bank Ltd (UOB) | Date Posted: 2-Sep-2018
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'N' Levels / 'O' Levels, ITE/ NITEC/ Higher NITEC, 'A' Levels, Diploma, Bachelor's / Honours, Masters / PhD

Job Description

Functional area: Group Strategic Communications & Customer Advocacy
Employment type: Full-time
Job Type: Permanent

Is it second nature for you to tweet, share, and post to social media? Do you know what it takes to grow an online community for an established brand? We're looking for an expert in Social Media who has keen business acumen, combined with strong expertise on social media and a flair for writing exceptional content, to develop and manage our social media accounts by implementing strategies and tactics to reach, engage and nurture our communities to become active fans and promoters of the bank. This role is based in Singapore, with periodic travels within the region to be expected.

Job responsibilities: 
  • Engage and lead discussions with senior business leaders to understand their business requirements and develop insights-driven plans on social media to support these objectives
  • Build and manage the company’s social media profiles and presence, including Facebook, Linkedin, YouTube and any additional channels that may be deemed relevant
  • Lead efforts to build online communities; develop plans to acquire and engage audiences, through well-executed online outreach programs and engagement campaigns
  • Collaborate and align with internal content contributors to develop the editorial calendar for our social media platforms that meets the strategic communications and business objectives for the bank
  • Create shareable content appropriate for specific social media platforms that is fit-for-purpose
  • Manage the bank’s online presence and protect the bank’s reputation by tracking and listening chatter on social platforms like discussion forums, and coordinating with internal stakeholders on the appropriate responses; or feeding it back to internal teams for consideration in future content creation and messaging
  • Expand upon existing social media channels and engage with thought leaders in the industry, investors, customers and relevant groups on social media platforms to increase engagement and followers
  • Research and engage with appropriate LinkedIn/social media groups to understand topics that are trending and create engaging content to deepen engagement with our target audience
  • Drive consistent, relevant traffic from our social network presence to the bank’s websites
  • Track, measure, and analyze all initiatives to report on social media ROI
  • Leverage and optimise social media sponsored content and ads to target specific audiences
  • Lead, engage and train regional social media teams to deliver towards the group’s social media strategy
Job requirements:
  • Bachelor degree in Marketing or BA in English, Journalism or Communication or related discipline
  • Active and well-rounded personal presence in social media, with a command of key social media networks in Asia and their best practices
  • Experience in managing all social media channels for large organisations and successful track record of creating engaging social media content on LinkedIn, Facebook and Instagram
  • Experience executing sponsored/targeted ads on Facebook, LinkedIn and Instagram
  • Experience in managing crisis communications on social media
  • Proficient in using social media tools including listening, publishing, analytics and reporting
  • Has a thorough understanding of existing and emerging social media platforms and can drive business outcomes through appropriate channel selection and adoption
  • Demonstrates in-depth understanding of who our target audiences are, and can develop high-impact messaging to engage them
  • Proven experience in effectively communicating with senior leaders and external influencers/thought leaders to win support for programs
  • Team player with exceptional collaboration skills
Company Overview
United Overseas Bank Ltd (UOB)