Standard Chartered has beefed up its corporate affairs, brand and marketing (CABM) leadership team with Sunshine Farzan (pictured left) as its global head, CABM, corporate, commercial and institutional banking, Europe and the Americas, and Suresh Balaji (pictured right) as global head, CABM, consumer, private and business banking. Both Farzan and Balaji will report to Claire Dixon, group head, CABM.

According to the press statement, Farzan joined Standard Chartered a few weeks ago, and has a diverse background across marketing, brand development and strategic communications, as well as experience spanning financial services, insurance/insurtech, software as a service and professional services. According to Standard Chartered, she has driven business growth for global brands such as MetLife, American Express and Kraft Foods ,as well as fast growth SMEs and private equity owned firms in Asia Pacific. Farzan most recently led the global marketing and communications function at business expansion specialist company Tricor Group. 

Tricor group was recently acquired by Baring Private Equity Asia (BPEA) from private equity firm Permira. BPEA supports the company’s management team to reinforce Tricor’s leadership position in Asia, tapping into the opportunities of company service providers in Asia.

Meanwhile, Balaji, a seasoned marketing transformation leader with experience in marketing technologies, marketing science, data and analytics, digital acquisition, segment management, demand generation and brand growth, will join Standard Chartered on 5 August.  Previously, Balaji was with HSBC for 17 years , most recently as its chief marketing officer, HSBC APAC. Prior to being CMO, he was managing director and global head of marketing, HSBC Life. He also spent over five years as managing director and regional head of marketing for APAC at HSBC.

Prior to HSBC, Balaji was based in India, where he held several senior and leadership roles in marketing strategy, sales, product, media and advertising with United Breweries, WPP, and GSK.

Dixon said these appointments come at an exciting time as Standard Chartered “continues to deliver against its business strategy, while staying rooted in its purpose to drive commerce and prosperity through its unique diversity”. “With their deep expertise and dynamic experience across various industries and markets, I look forward to working closely with them to build a word-class CABM team, delivering exceptional experiences for our customers, clients and communities,” she added.

Separately, in Singapore, Standard Chartered unveiled a new logo in June to commemorate the return of its Standard Chartered Singapore Marathon in its original form. The new logo is fronted by two of Singapore’s most famous icons, the Merlion and the Orchid.

Related articles:
Baring Private Equity Asia to acquire Tricor Group by H1 2022
The Standard Chartered Singapore Marathon returns with new revamped logo
Tricor Group’s award-winning brand relaunch: Q&A with Tricor Group CMO Sunshine Farzan

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