HSBC Group

Business: Asset Management Marketing

Open positions:1

Role Title: VP, Senior Marketing Manager GSC’s

Global Career Band: 4

Location (Country / City ): India/Bangalore

Recruiter Name : Lizy Binu VARUGHESE

The Opportunity:

• The Marketing team is focused on supporting the strategic and revenue growth priorities of Asset Management. The function focuses on the identification, development and execution of Marketing strategies, campaigns and activities that support and strengthen the HSBC Asset Management  brand at both a global and local market level.
• This role is responsible for the creation and implementation of our Social Media Marketing strategy and ensuring it’s delivery through key themes through social content.
• This role is part of the Asset Management Marketing & Client Experience team and the role supports both Institutioanal and Wholesale Marketing teams and the spectrum of Propositions and Products in the HSBC Asset Management business.
• As a Senior Social Media Marketing Manager within the Asset Management Marketing team, one of the key responsibilities will be to translate business plans into Social Media Marketing strategies. To do so effectively, we believe you will need the below capabilities and outlook:
• You need to be able to join the dots across insights, internal / external data and  business stategy  and opportunities to develop a robust and incisive social media marketing strategy.
• You need to be able to distill and present information in a way that makes sense for the business
• You need to be comfortable working across a spectrum of stakeholders including Marketing, Sales, Analytics, Insights, Investment,Compliance, Legal, PR and Agencies.
• This global role involves working on social strategies for delivering our Asset Management key themes to clients for the different customer segments within Wholesale and Institutional.
• You need to be able to work in a collaborative way with the local marketing teams in countries / regions, but at the same try and elevate the conversation so they understand and deliver the global business ambitions through best in class social outreach.
• You need to be passionate about problem solving in a creative way without losing focus on the business objective.
• The role will require you to challenge in a constructive way to ensure the best outcome for the customer, business and the brand.
• You need to have a strong understanding of the financial services industry and the revenue drivers across products and propositions.
• You need to have a world view to ensure you appreciate the local nuances across our markets, rather than applying one size fits all approach.
• Be comfortable working in an individual contributor role and delivering on the plan, as well as joining and influencing local teams
• Ability to analyse and evaluate current and previous social marketing activity and spend to determine or inform future global and local plans
• You need to be able to create a high level Social Strategy as well as think through implementation with the same ease.
• You will need strong project management skills to ensure pace in delivery.
• The role will need a good level of Marketing knowledge in order to integrate Social marketing activity with other marketing channels, especially content marketing.
• The puropse of this role is to create best in class Social strategy and frameworks, and to ensure the strategy is implemented at a global to local level working closely with colleagues in our marketing team.

The key challenges in this role are:

• Managing multiple stakeholders effectively across channels and geographies.
• Working under pressue to challenge the status quo with peers
• Staying abreast of social trends and competitor activity.
• Consistently focusing on target audiences ensuring that Asset Management socail content are compelling, relevant, and engageing for our audiences, for use acrosss other marketing channels.

What you’ll do:

The key deliverables and responsibilities of this role are:

• Be a source of best Social marketing practise, strategy and implemenation.
• Drive a consistent and excellent client experience on chosen socail platforms (LinkedIn, YouTube etc.)
• Execute with measurement and effectiveness at the core of all social activities.
• To drive the Asset Management brand narrative through our social activities.
• Working with key local stakeholders ensure all Social activity aligns to global frameworks and policy, including social briefing process
• Build strong internal and external relationships to execute at pace with minimum conflict.
• Create, adhere to and evolve Social frameworks, Policy documents
• Facilitate the commercialisation of Social for Sales activity
• Create Social reporting structure for inclusion within the Marketing quarterly report for Global, Wholesale and Institutional that includes commercialisation and post social activity
• Ensure suitable, relevant, client centric social content with subject matter experts
• Lead social collaborations with HSBC Group
• Strong collaboration with global and local Heads of Wholesale and Institutional Marketing as well as with Global leads for capabilities, like Alternatives, ETF and Asia etc.
• Host regular ‘socail marketing team’ meetings with dot-line reports to exchange information and provide guidance
• An Evaluation of current year social spend against business objectives, local & global
• Strategic recommendations for annual social planning purposes against business objectives

Principal Accountabilities: key activities and decision making areas

Impact on the Business/Function

• Ensure articulation of the target customer audience for each Social activity.
• Develop and deliver the social marketing strategy for Asset Management.
• Identify key insights and content themes that help develop the social proposition.
• Keep track of competitive and out of category developments.
• Identify business opportunities based on internal/external data and unmet consumer needs.
• Design effective and measurable social strategies that support business objectives and can be used consistently across the markets.
• Ensure all activity communicates strong customer propositions to targeted client segments based on insight.
• Manage relevant aspects of brand governance in terms of guidance, framework and templates and the processes that support their use.

Typical Targets and Measures             

• Achievement of Social targets.
• Achievement of Return on Social Marketing Investment.
• Development of Social proposition and it’s connect to the overall brand strategy.
• No breaches or damage to brand reputation.
• Adherance to the policies
• Analysis of Social effectiveness for progressive improvements.

Customers / Stakeholders

• Work with key stakeholders in the Asset Management business.
• Work collaboratively with a range of key stakeholders across Marketing (Global/ Region/Country), Sales, Insights, Propositions, Investment , Analytics, Legal, Compliance, PR and Agencies.
• Manage a broad range of vendors to ensure high quality and timely delivery
• Manage virtual teams in a matrix environment when working with other parts of the bank in order to direct others, set objectives and drive the desired outcomes.
• Keep abreast of customer needs and latest Social Marketing trends within the industry via all opportunities whether face-to-face, online or via research.
• Deliver fair outcomes for our customers and ensure own conduct maintains the orderly and transparent operation of financial markets.

Typical Targets and Measures

• Stakeholder feedback following effective engagement.
• Customer insights and feedback.
• Agency reviews.
• Delivery of clear and structured plans that support business objectives.
• Deliver clear communication strategies for internal audiences for awareness of major Social activity.

Leadership & Teamwork

• Coach and develop the team members that are part of our team.
• Support achievement of the HSBC vision, Values, goals and culture in personal behaviour, actions and decision making.
• Provide technical leadership and support technical excellence by searching out external best practice, monitoring technical and professional developments, sharing knowledge and encouraging others to do the same in the best interests of HSBC and its customers.
• Encourage and enable constructive cross-country and cross-business teamwork by demonstrating collaboration and matrix management in action and challenging actions and behaviours that are not consistent with HSBC's diversity policy and/or the best interests of the business and its customers.

Typical Targets and Measures

• Role model behaviours.
• Feedback from senior colleagues.
• Performance of individual projects achieved against agreed milestones.
• Customer and agency feedback.

Operational Effectiveness & Control

• Develop and recommend changes and improvements to operating models, procedures and practices based on subject matter expertise and understanding of HSBC and market best practice
• Communicate and adhere to HSBC policy and procedures in order to ensure good operational, financial and project management, policy and procedural compliance and early identification and effective resolution or escalation of issues that arise
• Contribute to the development, implementation and maintenance of a Marketing management information, analysis and reporting framework that supports and informs timely and effective business management and decision making at all levels.
• Contribute to the implementation and monitoring of the application of Marketing policies, governance frameworks, procedures, practices and standards to ensure quality, effective risk management and regulatory compliance.   

Typical Targets and Measures

• Use My HR Desktop for objective setting.
• Personal Development Plan.
• Adherence to all relevant procedures and reports.

Management of Risk (Operational Risk / FIM requirements)

• The jobholder will ensure the fair treatment of our customers is at the heart of everything we do, both personally and as an organisation.
• This will be achieved by consistently displaying the behaviours that form part of the HSBC Values and culture and adhering to HSBC risk policies and procedures, including notification and escalation of any concerns and taking required action in relation to points raised by audit and/or external regulators.
• The jobholder is responsible for managing and mitigating operational risks in their day to day operations. In executing these responsibilities, the Group has adopted risk management and internal control structure referred to as the ‘Three Lines of Defence’. The jobholder should ensure they understand their position within the Three Lines of Defence, and act accordingly in line with operational risk policy, escalating in a timely manner where they are unsure of actions required.
• Through the implementation the Global AML, Sanctions and ABC Policies, supporting Guidance, and Line of Business Procedures the jobholder will make informed decisions in accordance with the core principles of HSBC's Financial Crime Risk Appetite.
• The following statement is only for roles with core responsibilities in Operational Risk Management (Risk Owner, Control Owner, Risk Steward, BRCM, and Operational Risk Function
• The jobholder has responsibility for overseeing and ensuring that Operational risks are managed in accordance with the Group Standards Manual, Risk FIM, & relevant guidelines & standards.  The jobholder should comply with the detailed expectations and responsibilities for their core role in operational risk management through ensuring all actions take account of operational risks, and through using the Operational Risk Management Framework appropriately to manage those risks. 

This will be achieved by:

• Continuously reassessing risks associated with the role and inherent in the business, taking account of changing economic or market conditions, legal and regulatory requirements, operating procedures and practices, management restructurings, and the impact of new technology.
• Ensuring all actions take account of the likelihood of operational risk occurring, addressing areas of concern in conjunction with Risk and relevant line colleagues, and also by ensuring that actions resulting from points raised by internal or external audits, and external regulators, are correctly implemented in a timely fashion.
• Ensure the end to end adoption of all aspects of supplier performance management in managing vendor relationships, including commercial terms, on-boarding, contracts, supplier performance, risk and payment.

Observation of Internal Controls (Compliance Policy / FIM requirements)

• The jobholder will adhere to, and be able to demonstrate adherence to, internal controls and will implement the Group compliance policy by adhering to all relevant processes/procedures.
• The term ‘compliance’ embraces all relevant financial services laws, rules and codes with which the business has to comply. This will be achieved by adherence to all relevant procedures, keeping appropriate records and, where appropriate, by the timely implementation of internal and external audit points, including issues raised by external regulators.

Local Job Requirements (This could include; Job Dimensions, Job Context & Major Challenges)

Job Context

• Your primary responsibility is to identify business opportunities and develop social marketing strategies to help address them.
• You will support, guide and lead as required in working across the matrix organisation to deliver on the social marketing strategy. You will work with a strong degree of autonomy and are expected to work independently on leading and delivering social marketing strategy initiatives, seeking guidance when necessary.
• You will exercise broad discretion to meet job requirements, but have to adhere to relevant guidelines and are expected to consult the Senior management when risks or issues arise that may impact business and/or socail strategy and delivery.
• This is a role that requires strong project management skills, a passion for compelling communications propositions, a focus on attention to detail, and an ability to operate in a senior management enviornment. This role forms part of a dynamic team that spans the delivery of global and local marketing plans.

What you will need to succeed in the role:

• Post Graduate / Degree level of qualification in business studies or marketing preferred.
• Prior experience working at scale and using collaboration tools such as Monday.com is desirable but not essential.
• Broad based business experience, ideally within a Financial Services based institution.
• A range of sophisticated customer and social marketing communications planning and operational experience, including demonstrable success in developing social strategies, ideally for institutional investors and intermediary clients like corporates, financial institutions, sovereign and public funds, family offices, fund selectors/distributors, IFA
• Proven experience of working on Social management.
• Proven experience of developing and delivering customer communications in a regulatory environment.
• Proven experience of working with teams over multiple sites.
• Proven understanding of customer insights and their role in Social development.
• Ability to think innovatively, shaping and communicating new concepts.
• Experience of managing vendors driving for greater value and application of resource.
• Strong understanding of communication developments and emerging consumer, business decision maker and industry trends.
• Proven ability to influence leadership teams and lead across functional teams to drive improvement.
• Proven ability to work on multi function projects demonstrating excellent relationship building skills.
• Proven ability to be a self starter with energy and drive in a challenging and dynamic environment.
• Commitment to putting the customer at the heart of all development and implementation activities.
• Expected to demonstrate a great understanding of key trends and areas of innovation which influence the way we interact and engage with our external asset management customers.
• Outstanding customer focus with a keen desire to understand asset management customer challenges.
• Creative problem solver with strong leadership qualities to be motivating and inspiring to others in the global and local teams, professional demeanour and cool under pressure.
• An understanding of Asset Management customer segments across institutional and wholesale channels and their needs.
• Strong understanding of marketing channels and content marketing.
• Track record of delivering impactful Social marketing that drives commercial outcomes from enhancing the customer experience.

Link to Candidate User Guide:

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You’ll achieve more at HSBC

HSBC is an equal opportunity employer committed to building a culture where all employees are valued, respected and opinions count. We take pride in providing a workplace that fosters continuous professional development, flexible working and, opportunities to grow within an inclusive and diverse environment. We encourage applications from all suitably qualified persons irrespective of, but not limited to, their gender or genetic information, sexual orientation, ethnicity, religion, social status, medical care leave requirements, political affiliation, people with disabilities, color, national origin, veteran status, etc., We consider all applications based on merit and suitability to the role.”

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