Head of digital marketing Hiren Desai closes chapter at Standard Chartered Bank

Hiren Desai, Standard Chartered Bank's head of digital marketing for Singapore, ASEAN and South Asia, has stepped down from the role after six years in the company, he told MARKETING-INTERACTIVE. He will be moving on to IG Group as its head of acquisition and media for APAC and the Middle East.

"My time at Standard Chartered has been marked by key milestones, particularly in evolving our digital acquisition strategy from traditional lead generation model to a more sophisticated approach centered on customer profitability," said Desai in a conversation with MARKETING-INTERACTIVE. "This transformation, one of my proudest achievements, was not an overnight success but the result of a carefully planned, progressive refinement year after year."

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He explained that the bank's approach focused on elevating marketing KPIs by integrating advanced AdTech and MarTech solutions, leveraging real-time signals via connected stack and collaborating closely with cross-functional teams.

"We enhanced our measurement and decision-making processes. This shift allowed us to move from purely tactical campaigns to a more strategic, data-driven marketing approach, positioning the marketing function as a critical contributor to business profitability. Leading these efforts and working alongside such a talented team has been incredibly rewarding," he said. 

Desai joined Standard Chartered Bank in 2018 as its digital marketing director for ASEAN and South Asia. 

Prior to his stint at the bank, Desai was with Carat as its director of digital leadership for just over two years. Before that, he was with Zenith as its associate director of digital marketing. He was with the agency for just over three years. 

"As I transition to my new role, I feel a strong sense of excitement and anticipation. IG’s purpose is to power the pursuit of financial freedom for the ambitious, which resonates with me personally," said Desai. "Investment and trading have always been areas of personal interest, and now, I have the opportunity to combine that passion with my professional expertise. It’s an exciting time for me to learn about the diverse market behaviors across APAC and the Middle East and to see how people in these regions perceive and engage with financial markets."

He added that in his new role, he plans to bring the same data-driven mindset to IG’s acquisition strategies.

"I’m eager to dive deep into market nuances, leveraging the latest media and performance marketing techniques, while also crafting localised, culturally relevant strategies that resonate with diverse audiences," he said. "This position will also empower me to experiment with advanced data analytics, AdTech, and media platforms, enabling us to foster growth and deepen customer engagement in dynamic and ever-evolving financial landscape."

Desai explained that fintech is at the forefront of transforming how people engage with their finances, especially in regions such as APAC and the Middle East, where he is witnessing rapid digital adoption and evolving attitudes toward trading and investment.

"That shift is something I’m thrilled to be a part of. Throughout my career, I’ve had the privilege of working across a variety of financial brands, and performance marketing has been the backbone of driving customer engagement and business growth. Now, I have the opportunity to apply all those learnings to a company that is shaping the future of trading," said Desai. 

"While I will deeply miss the amazing team at Standard Chartered, I leave with immense pride in what we have accomplished together. I look forward to staying connected and cheering on your continued success from afar. This next chapter is one I’m eager to start, and I can’t wait to see what the future holds," he added. 

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