Standard Chartered names new global corporate coverage marketing director

Standard Chartered has appointed Cheryl Lim as its new global corporate coverage marketing director under the bank’s corporate and investment banking division.

In her new role, Lim will focus on the bank's corporate sectors. The appointment marks a shift from B2C to B2B marketing, where Lim will focus on resonant storytelling and marketing that aligns with business goals while maintaining integrity and connection, she shared in a LinkedIn post.

This is a departure from Lim’s previous roles, which saw her lead promotional campaigns and build brand equity in the consumer space.

Don't miss: How Standard Chartered ditches the numbers to tell real stories of wealth 

The appointment also marks Lim’s return to banking, having begun her career at DBS Bank and HSBC. Since then, she has held leadership positions across a number of well-known organisations, including Manulife, where she served as vice president and head of branding, marketing, communications and sponsorship, as well as StarHub, where she was group head of brand and consumer marketing communications. Most recently, Lim was the country head of brand and marketing at CHAGEE Singapore.

"New chapter. New playground (well, sort of). Same drive," said Lim in her LinkedIn post, adding that she’s excited to contribute and work with a team that is "down-to-earth, collaborative and fun." 

Lim’s appointment reflects Standard Charteris’s continued investment in strategic marketing across its global corporate coverage business.

Earlier this year, the bank rolled out its flagship global wealth campaign titled “Now’s your time for wealth”, targeting affluent clients. Created in partnership with Publicis Groupe Hong Kong, the campaign underscored the bank’s global network, wealth solutions expertise, and its position as a trusted partner in growing and preserving wealth.

The campaign was launched across key markets including Singapore, with touchpoints spanning OOH advertising in airports and urban spaces, as well as print, film, and local content partnerships.

Speaking to MARKETING-INTERACTIVE earlier this month, Haymans Fung, global head of wealth and retail banking marketing at Standard Chartered, said the campaign is not just about investment strategies or market timing, but also about navigating success, legacy and sometimes, failure – all while staying anchored to family values, personal ambition and cultural identity.

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