Nicole German is Global CMO for Corporate and Institutional Banking at HSBC, where she leads marketing across trade, payments, markets and innovation banking.

Before joining HSBC, Nicole held senior marketing leadership roles at global technology companies including LinkedIn and SAP, before moving into financial services at Scotiabank and as CMO of Tangerine Bank.

She was named one of The Drum’s Top 100 B2B CMOs in 2025.

Nicole is known for building high-performing, client-centred teams that connect data-led marketing, technology and human insight to measurable business value. 

High Performance with Care: The Foundations of a Team Built to Thrive 

In her keynote, Nicole will share the foundations she uses to build high-performing teams that can thrive through change. Drawing on leadership roles across technology and financial services, Nicole will share some of the most positive and most challenging experiences from her multi-decade career journey, exploring how clear goals, shared accountability and the right rhythm of business help teams focus on what matters most.

She will also introduce the Share System, her approach to connecting marketing objectives and key results to measurable business value. 

Nicole will explain why technology, including AI, only creates value when teams understand the outcomes they are working towards and have the skills, confidence and trust to use new tools well. The session brings together commercial discipline and human-centred leadership, showing how the best marketing is data and insight led, but human and heart delivered. 

After 22 years abroad, of which 12 years were spent in San Francisco leading global marketing teams and go-to-market initiatives at Salesforce, Google Cloud, and LinkedIn, and another 10 in Singapore before that, leading regional marketing at Oracle, Siebel and CA Technologies, Jeremy is back in the region now leading marketing at Databricks!

During his thought provoking keynote at this year’s Singapore Forum, Jeremy will discuss the role of leaders today:

The Last Marketing Team: As AI makes marketing more essential than ever, is the traditional marketing team becoming optional?

AI is creating one of the greatest paradoxes in the history of marketing. As intelligence, creativity and execution become abundant, the efficient size of high-performing marketing teams is shrinking rapidly. The question is no longer how AI makes marketing more productive – it’s why marketing teams exist in the first place.

In this provocative keynote, Jeremy explores the forces reshaping modern marketing, introduces a practical framework for benchmarking AI-first organisations, and unpacks the DNA of modern marketing teams – where judgement, decision velocity, orchestration and intelligent agents matter more than headcount or hierarchy.

Far from signalling the end of the profession, this is an optimistic vision of its next chapter. The organisations that win won’t have the largest marketing departments, but the most capable ones. And the leaders who succeed will be those who use AI not simply to drive efficiency, but to amplify human potential, create more meaningful work, and improve the lives of the people they lead.

Drawing on lessons from the front line of AI transformation, he challenges leaders to rethink not just how marketing is done – but why marketing teams exist at all.