Manager, Social Media

Job Summary

• The Social Media Manager (Country – Corporate Affairs and Brand & Marketing) is responsible for developing, localising and executing the Bank’s social media strategy at country level to protect and enhance reputation, strengthen the brand and support country business objectives.
• The role uses storytelling and campaign-led content to:
• Communicate the Bank’s purpose, strategy and country narrative
• Support product and service launches for Wealth & Retail Banking (WRB) and Corporate & Investment Banking (CIB)
• Amplify Corporate Social Responsibility (CSR)/community programmes and HR/Brand initiatives
• Extend and amplify media/PR coverage and corporate announcements across digital channels
• The role works closely with WRB, CIB, CSR, HR and other country functions, ensuring content is aligned with country business priorities while complying with Group brand guidelines, the Bank’s social media standards, and all regulatory and conduct requirements. The Social Media

Manager is also responsible for brand governance on social channels and for managing and escalating social media complaints in line with bank policies.

Key Responsibilities

Strategy

• Develop and execute a country social media strategy aligned with:
• Country and Group Corporate Affairs and Brand &
• Marketing strategy
• Country business priorities (WRB, CIB and other segments/functions)
• Country Corporate Affairs and CSR/community engagement plans
• Define the role of each social media platform and the key audiences to target (e.g. retail and corporate clients, prospects, media, regulators, communities, potential employees
• Localise Group content pillars and define country-specific storytelling themes covering:
• Country value proposition and market role
• WRB and CIB product/service narratives
• CSR, sustainability and community initiatives
• Employer brand, culture and HR programmes
• Local events, sponsorships and partnerships
• Maintain a country social media content calendar with clear visibility of:
• Product and service launches (WRB and CIB)
• Brand campaigns and seasonal initiatives
• CSR/ESG activities and community programmes
• HR/employer brand campaigns
• Media/PR moments (press releases, interviews, awards, leadership visibility)
• Work closely with Group and country Corporate Affairs and Brand &
• Marketing teams to align with Group-led campaigns, ensure consistency and maximise overall impact

Business

• Plan and execute end-to-end country social media campaigns to support:
• WRB and CIB product launches, promotions and thought leadership
• Brand and thematic campaigns (e.g. digital banking, sustainability, innovation)
• CSR/community engagement programmes and sponsorships
• HR/employer brand initiatives (talent attraction, culture stories)
• Build content plans to extend and amplify country media/PR activity* including:
• Press releases, events and media briefings
• Executive interviews and thought leadership pieces
• Country awards, rankings and recognition
• Provide social media input into WRB, CIB, CSR and HR campaign planning to ensure integrated communication and optimal use of digital channels
• Monitor competitor and market social media activity at country level and share insights and recommendations with relevant stakeholders

Processes

• Manage the end-to-end content process for country social media channels:
• Briefing (from WRB, CIB, CSR, HR and other functions)
• Storytelling and creative ideation
• Copywriting and adaptation of Group assets for local use
• Coordination with design and content production (internal or agencies)
• Internal approvals (including brand and compliance checks)
• Scheduling, publishing and real-time optimisation
• Ensure all social media activity adheres to the Bank’s social media standards, including:
• Applying these standards to content planning, creation, publishing and community management
• Using only bank-approved tools, workflows and channels for social activity
• Maintaining appropriate documentation to evidence adherence for audits and reviews
• Embed brand governance into the social media workflow to ensure:
• All assets comply with Group brand guidelines (visual identity, tone of voice, messaging)
• Local adaptations remain consistent with Group positioning and risk appetite
• Coordinate and manage access control for social media platforms and related portals/tools by:
• Ensuring only authorised internal users and appro