Job description
Some careers have more impact than others.
If you’re looking for a career where you can make a real impression, join HSBC and discover how valued you’ll be. Whether you want a career that could take you to the top, or simply take you in an exciting new direction, HSBC offers opportunities, support and rewards that will take you further.
Within Wealth and Personal Banking, the Consumer Assets team is responsible for improving portfolio profitability and achieving growth objectives for all lending products in Asia-Pacific, including credit cards, personal loans, overdrafts and mortgages. Operating in several strategic markets across the region, the division is a key contributor to the profitability of the HSBC private wealth business.
We are currently seeking a high calibre professional to join our team as a Senior Marketing Manager, Brand and Propositions Marketing, Global Private Banking.
Principal Responsibilities
The Asia GPB Marketing team supports the GPB Head of Marketing to drive regional GPB marketing priorities on the ground including brand identity, sponsorships/partnerships, content usage and digital marketing, as well as interface with local WPB marketing in HK and other Asia markets to ensure an appropriate client continuum and leverage WPB capabilities.
Job Profile
- This role drives the our proposition-led marketing campaigns to support the business and our clients. It demonstrates a proven knowledge of the business, segment or product businesses, with a strong understanding of the impact of technological innovation on the future of the business and customer needs
- Working with and guiding Marketing communications and campaign management teams in market to ensure that the GPB brand is promoted in a cohesive and consistent way, using the agreed campaign assets and supporting materials produced
- Understanding the segment or product needs to brief, manage and implement campaign activity which supports segment or product commercial objectives
- Developing clear business and Marketing briefs to drive smooth and efficient delivery of agreed activity, ensuring it is tracked and measured appropriately to demonstrate effectiveness and return on investment
- Holder of this role is expected to demonstrate a good understanding of key trends and areas of innovation which influence the way we interact and engage with our external customers, internal stakeholders and audiences. These should include digital marketing, MarTech, Marketing Automation, and Customer Relationship
Principal Accountabilities and Responsibilities
Impact on the Business/Function
- Lead, co-ordinate, manage and execute proposition-led marketing communications strategies, campaigns and activities to deliver against the objectives and ambitions of the Global Private Banking strategy to achieve business growth of client base, product penetration and cross selling based on business strategies, client needs, competitive advantages of the Bank
- Support HNW & UHNW client proposition evolvement in line with client changing needs and seamless integration into the wealth continuum. Work with relevant global, regional and local stakeholders to align commercial objectives, performance measurements and provide marketing support for go-to-market strategies
- Develop client marketing strategy to support strategic initiatives of Asia Wealth and to support driving HSBC to become No. 1 Wealth Management Provider in Asia
- Promote HSBC GPB brand awareness and products & services offering through paid, owned and earned media and establish partnerships to maximise brand exposure and nurture client relationships via clients’ events and partnership activities
- Custodian of the GPB brand in Asia & HK, ensuring that the brand is used appropriately across HSBC to ensure a premium brand image
- Lead brand strategy work, collaborating with peers and coordinating with colleagues from other departments
- Management, Agile working practices, and data and analytical tools, and how this helps HSBC to be more customer centric
- Delivering effective campaigns on time and on budget across the priority markets for GPB in North Asia
- Ensuring compliance with advertising standards and compliance for brand-led marketing initiatives
- Being a core contributor to the overall GPB Marketing Strategy across the marketing funnel
- Leading other project work within the GPB marketing function
Customers / Stakeholders
- GPB Marketing teams (global, regional, and local) & Local WPB Marketing teams
- All business leaders and teams in Global Private Banking (global, regional, and local)
- Third party agencies
Leadership & Teamwork
- Be the Brand Champion for Global Private Banking in HK & other Asia markets
- Own relationships on behalf of Marketing Function with Global Private Banking stakeholders
- Lead strategic areas assigned within the Marketing team, ensuring that the appropriate level of Marketing support is provided
- Lead and leverage appropriate resources to deliver Marketing plans and activities
- Champion commerciality across marketing and business, including access to learning opportunities around key strategic initiatives
- Interface with local WPB Marketing in HK & other Asia markets to ensure appropriate client continuum and leverage WPB capabilities
- Encourage and enable constructive cross country and cross business collaboration
- Demonstrate Customer Centricity by thinking and acting beyond product sales
- Adopt and champion the agile ways of working in marketing and participate in business value streams, cross functional teams
Requirements
Functional Knowledge
- Bachelors or master’s degree
- Strong business acumen
- Deep understanding and experience of multiple markets in Asia, especially Hong Kong
- Strong understanding of business model of the private banking business
- Deep understanding of the latest developments in the marketing & media world
- Experience in marketing to Ultra, Very & High Net Worth segment
- Experience in proposition development would be an advantage
- Experience in managing events and supporting agencies is preferred
- Strong social media experience is a must
- Understand the use of data and analytics in deriving customer value
- Proven understanding of customer insights and their role in marketing strategy development and delivery as well as marketing communications development
Experience
- 15+ years of event marketing experiences in ‘tier 1’ companies, under matrix organization
- Strong people manager, with established experience in leading teams
- Effective communication skills
- Excellent experience in running multi-channel ATL marketing campaigns
- Strong written & verbal language skills: English, Cantonese, and Putonghua
- Able to influence at senior level to drive improvement. Proven ability to influence leadership teams
You’ll achieve more when you join HSBC.
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Issued by The Hongkong and Shanghai Banking Corporation Limited.