About the Role

We’re on a mission to transform banking from a transactional necessity into a lifestyle experience—human, digital, and unforgettable. As our Brand Manager – Retail Experience, you will be the architect and champion of our flagship offline experience store, the first of its kind for a digital bank in Hong Kong. This is your platform to set a new industry benchmark: blending boundary-pushing brand storytelling, customer-centric innovation, operational excellence, and AI-powered engagement in a space where the future of finance comes alive.

You will have end-to-end ownership—from strategy and concept to execution and daily leadership. You won’t just manage a store; you’ll create a destination where customers discover, connect, and fall in love with our brand—with AI as a key enabler of next-level personalization, efficiency, and insight.

Strategic Responsibilities
• Retail Experience Vision & Leadership: Define the strategic vision for our experience store, translating brand purpose into immersive, differentiated in-person journeys. Benchmark globally, identify emerging retail and AI trends, and adapt best-in-class concepts to our local context. Craft a roadmap for continuous evolution—future-proofing our space as a hub for innovation, learning, and community.
• End-to-End Store Creation & Operations: Lead the sourcing and selection of a high-impact location aligned with our brand and target customer profile. Oversee store fit-out, spatial design, and experiential zoning—ensuring every aspect maximizes emotional engagement, operational excellence, and data-driven insight. Develop operational playbooks and standards that set the bar for service, safety, and compliance.
• Customer Experience, Brand Expression & AI Integration: Design and implement signature in-store experiences: from interactive banking demos to co-creation zones, workshops, and digital-physical integrations. Champion a culture of hospitality and delight, making every visit a brand-building moment. Use AI-powered marketing & analytics to continuously refine journeys, measure impact, and amplify what works.
• Team Building, Leadership & Culture: Build, mentor, and empower a team of passionate brand ambassadors—equipping them with the skills, mindsets, and tech tools (including AI-powered solutions) to deliver wow-factor service. Foster a culture of innovation, collaboration, and continuous learning.
• Growth, Marketing & Partnerships: Develop strategic campaigns and activations that drive sustained traffic: exclusive launches, influencer collaborations, community events, and more. Deploy marketing solutions to optimize targeting, engagement, and conversion—both in-store and across digital channels. Identify and co-create with partners (fintechs, lifestyle brands, creators) to deliver value-added experiences and keep the store buzzing. Own the P&L, optimizing resources for maximum impact and reporting ROI to senior leadership.
• Compliance & Risk Leadership: Ensure every activity, interaction, and campaign aligns with regulatory, legal, and brand integrity standards. Serve as the in-store champion for compliance, training, and risk mitigation.

About You
• Leadership Experience: 8+ years in experiential retail, branded environments, or retail transformation—ideally with exposure to bank retail distribution/branch operations or high-impact retail store management.
• Strategic Vision: You think big, anticipate trends, and know how to translate vision into actionable roadmaps.
• Brand & Customer Obsession: You live and breathe brand storytelling, and are relentless about creating magical customer moments.
• Operational Excellence: You thrive on building processes, managing budgets, and delivering on ambitious KPIs.
• People Leader: You inspire, coach, and elevate teams, turning colleagues into co-creators and customers into fans.
• Digital, Data & AI Fluent: You understand how technology, analytics, and AI can unlock next-level experiences and marketing impact.
• AI Mastery (Strong Plus): Hands-on experience implementing AI-driven marketing, personalization, or customer service solutions is a distinct advantage.
• Compliance Conscious: You know how to innovate within regulatory frameworks and protect both customer and brand.

Mandatory Reference Checking Scheme

Mandatory Reference Checking Scheme (MRC Scheme) may be applicable for certain relevant positions. It is a standardised reference-checking arrangement that is designed to support the integrity of "authorized institutions" regulated by the Hong Kong Monetary Authority (HKMA). Pursuant to the MRC scheme, our Bank will conduct a mandatory reference check by requesting information from each relevant former and current employer of applicants. For more details about the MRC Scheme, please visit the website of the Hong Kong Association of Banks: https://www.hkab.org.hk/en/page/5/mandatory-reference-checking-scheme-phase-2

Applicants who are not invited for an interview within the 8 weeks after submission of application may assume their applications unsuccessful. We may review applications received for suitability for other posts within the Company. All personal data provided will be treated in strict confidence and used strictly for recruitment-related purposes only. We shall retain the personal data of unsuccessful applicants for a period of 24 months upon receipt of such application.

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