Brand, Marketing and Communications Leader, Asia- Pacific
Hong Kong, Hong Kong, China

Brand, Marketing and Communications Leader, Asia- Pacific

The Brand, Marketing and Communications (BMC) function has an important role to play in helping to achieve EY’s ambition to create long-term value as the world’s most trusted, distinctive professional services organization.

Through the collective power of BMC, and the other teams and specialists we work with, we aim to build a better working world by driving commercial value through distinctive marketing and communications that deliver measurable market impact.

  • The function comprises of over 2,000 professionals, working across the Executive and Regions in : Brand; Marketing; PR / Media Relations & External Communications;
  • Internal Communications & Employee Engagement; Corporate communications.

    BMC also includes a number of teams who are responsible for digital channels, content development, editorial, webcasts, events-staging, strategy, planning and operations.

    Function : Brand, Marketing & Communications (BMC)

    Scope : Global

    Location : Hong Kong or Singapore preferred location, Shanghai will also be considered

    The opportunity

    To help us achieve our ambitions in Asia-Pacific, we are seeking a talented and influential candidate for the Asia-Pacific Brand, Marketing and Communications (BMC) leader role.

    This is a key senior leadership position that executes the global BMC strategy across Asia-Pacific and is also accountable for developing and leading the Asia-Pacific BMC team, strategic priorities and program implementation.

    The BMC leader owns the development of key messages to drive brand awareness, market leadership goals and end-to-end marketing across market activations.

    Strong leadership skills are a must, combined with the ability to build effective interpersonal relationships with multiple stakeholders, working effectively in a matrix organization.

    A natural storyteller with a passion for innovation and an aptitude for technology, the Asia-Pacific BMC leader will have significant experience across the full suite of go-to market and communications disciplines, including : digital marketing, social media, channel marketing, marketing analytics, branding, advertising, media relations, events and alliance relationships.

    The successful candidate will have superior brand and marketing strategic skills, an agile mindset with the ability to navigate and lead change.

    The Asia-Pacific BMC Leader plays a key role in helping enable EY’s regional businesses to respond to both internal and external client needs working closely with the Area Managing Partner, Deputy Area Managing Partner and the Area Operating Executive.

    The Regions in Asia-Pacific are ASEAN, Greater China, Japan, Korea, Oceania, and the Asia-Pacific Financial Services Organization.

    Combined these Regions generate $7.3billion USD in annual revenue and are forecasted to grow by 12% in FY21. The Asia-Pacific Area is high growth, innovative, culturally rich and diverse.

    It comprises over 2,800+ partners, 62,000 people across 23 markets.

    The Area BMC Leader plays an important role in ensuring our global priority programs are deployed across all Regions in Asia-Pacific, and EY people across the Area are engaged in NextWave, EY’s global strategy.

    Major responsibilities / duties

    The Asia-Pacific BMC Leader is a critical senior leadership role is accountable for :

  • Driving consistent and effective Area / Region / local customization and deployment of Executive BMC programs. This includes co-developing an Area-wide brand, marketing and communications plan, working with the four global service lines of business, the Area Markets Leader and the Area Managing Partner.
  • Developing and managing a proactive plan to ensure the Area Managing Partner is positioned positively as an Asia-Pacific leader across the Area on key business and brand issues to build C-Suite executive relationships
  • Embedding EY’s purpose Building a better working world’ across all regions, leveraging and sharing best practices across the Area and globally
  • Supporting the global and Area ambition and enable people engagement through high quality, innovative and creative internal communications
  • Managing and advising on reputation issues and leading strategic Area-wide brand and relationship building campaigns
  • The six BMC Region Leaders in the Asia-Pacific Area have a dual reporting line into this role. The role will oversee the budget for Area / Region / local programs.
  • Play an active role in coaching, guiding and mentoring the Regional BMC Leaders across Asia Pacific, ensuring they share best practices, and are driving the necessary transformation to adapt to changing market needs.

  • Is a member of the BMC global leadership team and will hold key relationships with EY’s senior leadership team within the Area.
  • The role will be required to build strong relationships and work extremely collaboratively across the Global BMC team, representing the views and interests of Asia-Pacific BMC to this audience and with broader leadership stakeholders.
  • The role will represent the Asia-Pacific Area and Regions strongly advocating for their needs, but also providing proactive support and guidance on the strategic priorities to be deployed in each market.

  • Lead a team of Executive layer Asia-Pacific BMC professionals in core capabilities in brand, marketing, communications, digital, and enablement, to work together to enable Regional deployment, and embody the right behaviours aligning with EY’s global strategy
  • Work with the EY Global Ripples Governance Council to embed the global Corporate Responsibility strategy (EY Ripples) across Asia-Pacific Regions.
  • Provide strategic communications support to this program and work with key leaders and functions to set appropriate targets and align Regional activities to the overall global program.

    The role has flexible working hours, with approximately 40% of time is required to liaise with global BMC teams in different time zones.

    It will require occasional cross border travel (around one trip per quarter post COVID19 conditions)

    Skills and attributes for success

  • Ability to work in highly matrixed global organization that requires complex senior stakeholder management
  • A strong team player, comfortable working collaboratively, virtually and independently
  • Excellent communication and networking skills able to effectively manage and influence senior leaders as well as a broad range of internal and client facing professionals
  • Ability to work in a high paced, agile environment
  • Ability to work under pressure and to tight deadlines, managing multiple priorities effectively
  • Ability to synthesize complex information into simple, high impact messages
  • Inclusive people leadership
  • To qualify for the role you must have

  • Experience in a cross-border role, successfully managing multiple complex projects at a global level
  • Be able to build relationships with agencies, industry bodies, analysts, journalists, and other external parties that are critical to building our brand and reputation across Asia-Pacific
  • Proven track record in operating in Asia-Pacific countries or markets
  • Experienced in B2B marketing, with substantial experience in either professional services, financial services or technology sectors
  • Experience in brand and reputation management including cross border crisis communication
  • Good understanding brand strategy and purpose driven organisations
  • Experience managing or influencing culturally diverse teams
  • Outstanding communication abilities and experience
  • Ideally, you’ll also have

  • High level of influencing and networking skills
  • Ability to challenge views / perspectives while securing buy-in within BMC and beyond
  • Experience with the use of a variety of digital channels to deliver initiatives to targeted buyers
  • Success measures

    Success in this role will be the delivery of a world-class BMC function that is highly effective and efficient and meets business needs both globally and locally.

    Success will be measured through AMP, DAMP and Area Accounts leader feedback, EY’s global brand survey, BMC engagement metrics and a variety of ROI metrics


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