VP, Social Media Lead, Group Strategic Communications and Brand

About the role

UOB is looking for an individual contributor to shape and scale social media as a core strategic capability for its Wholesale Banking, strategic corporate and innovation portfolios. The role sits at the intersection of business, brand and digital communications, building new and strengthening existing social-first B2B capabilities. It reports to the SVP, Social Media and works closely with the Executive Director, Head of Social Media, GSCB.

Key responsibilities

• Act as social media partner and trusted advisor for key stakeholders in Group Wholesale Markets Marketing, Group FDI Advisory, Group Innovation, Corporate Sustainability Office and other BUs.
• Own and drive the end-to-end B2B social media content and campaign strategy (owned, paid, earned).
• Run social-first thought-leadership on topics such as innovation and UOB's ASEAN growth story.
• Coordinate with Integrated Communications to publish corporate announcements such as full-year and quarterly results and MOU signings.
• Work with brand and marketing teams to localize Group-led efforts and scale flagship programs such as ASEAN Connect LIVE.
• Represent the Social Media team in the GSCB Editorial Board workstream and lead Group Innovation-led content, including FinTech, AI and emerging technology narratives.
• Turn pilots into repeatable, bank-wide frameworks and experiment in areas such as AI-enabled storytelling, ABM and executive voice.
• Support Executive Voices and employee advocacy (UOB Voices), setting standards for digital profiles, tone of voice and storytelling.
• Build long-term relationships with external content and social media partners and grow engagement on key platforms.
• Own performance measurement and optimisation, aiming for growth in engagement rate, video view rate and click-through rates, and demonstrating lead generation and MQL impact.

Required profile

• Preferred 8-10 years of experience in content marketing, social media, digital marketing or integrated communications, ideally in B2B, financial services or complex matrixed organisations.
• Proven track record of leading high-impact content programs or campaigns from concept to scale.
• Experience influencing senior leaders and working across regional or multi-market environments.
• Established professional presence on LinkedIn; exposure to wholesale banking, innovation, technology or FinTech marketing is highly advantageous.
• Strong ownership, resilience, adaptability and collaborative mindset.