HSBC Group

Business: Global Data Analytics & CRM

Open positions: 1

Role Title:  ASP CRM Operations and Commercialization Lead, GSC’s

Global Career Band: 4

Location (Country / City ): Bangalore/ Gurgaon

Recruiter name : Tanvi Mathur 

Why join us:

• The role holder is responsible for driving improved CRM operational efficiency and productivity for ASP markets and supporting offshore Centres of Excellence, while ensuring that communications drive measurably high response, improve customer experience and support commercial objectives.
• To achieve this the role holder is responsible for; aligning end to end communication delivery processes (data, platform configuration, message build and deployment) to WPB strategy; the development and implementation of streamlined operational workflows and processes; ensuring system message development capabilities are fully leveraged to deliver personalized and relevant messages; driving scale through a globally driven ‘build once and deploy’ many approach.
  The role holder is also responsible for the effective management of the operational risks arising from ALL customer communications improving risk management and driving down messaging incident rates.

The Opportunity: 

• The role will require collaborative work in a dynamic environment. It calls for the ability to prioritise multiple conflicting demands on time and resources. The jobholder must be able to influence senior management and articulate clear justifications for business management initiatives and to get it done.

Key focus areas:

• Embed global approach to Incident Management in all ASP markets and support incident identification, mitigation and drive prevention measures
• Drive improved commercial outcomes from our messaging capabilities
• Offer leadership across Asia Messaging Ops CoEs
• Ensure message demand and delivery is managed against strategic objectives
• Driving efficiencies and productivity gains across messaging operations

What you’ll do:

• Management, measurement, and remediation of the ASP message incidents. This will include achieving incident management OKR’s and reducing incident rate through thorough root cause analysis and implementation of robust controls.
• Operational efficiency –Drive operational effectiveness and productivity through global workflow implementation and operational measurement.
• Lead delivery of operational enhancements against time, cost and quality expectations
• Contribute to the set-up of CRM Ops efficiency measurement framework, provide governance to market team to follow through the way of working, so that captured metrics are accurate
• Message performance – Ensure communications reflect the customer experience and commercial objectives of the bank by developing and measuring messaging performance e.g. open rates, CTR, conversion rates, opt out rates and Comms NPS
• Best practice - Establish consistent, best-in-class CRM Ops capabilities (people and process) across data, message build, decision engine and channel platform configuration (Group, Region, and Country)
• Commercialisation – Identify opportunities to maximise value and work with markets to deliver commercialisation use cases i.e. International Travel   journeys, drop-off retargeting, Digital products cross-sell.
• Connect data and CRM capabilities to the Customer Lifecycle Management (CLCM) methodology – Identify requirements and work with the CRM/Messaging Platforms CoE teams to deliver support to markets.
• Communications – lead implementation of the people and communication strategies.
• Leadership & Teamwork – Demonstrate leadership, encourage and enable constructive cross-country and cross-function teamwork by collaboration, challenge actions and behaviours that are not consistent with HSBC values, policies and those not in the best interests of the business and our community.
• Deliver migrations from legacy to strategic communication platforms across people, process and technology, as required
• Support the customer communications transformation programme, ensuring best-in-class communications principles are implemented and adhered to in all ASP markets

What you will need to succeed in the role: 

• Strong ability to communicate, influence and negotiate effectively with senior stakeholders and across the Bank in-country, Regional and Group
• Experience in CRM / data savvy and a deep understanding of how data can drive personalisation
• In depth and operational experience of using CRM/messaging platform capabilities to deliver commercial and CLCM outcomes
• Experience & enjoyment in planning and leading large-scale communication and significant projects
• Ability to prioritise conflicting demands and problem solve. 
• Knowledge of messaging and data workflows - segmentation, needs analysis, message development, execution and measurement.
• Experience in working in a matrix organisational structure.
• Ability to articulate complex and sensitive information and situations in meaningful and concise ways. 
• Experience in driving changes with flexibility in approach to deliver on requirements that may be evolving and having an agile mindset to leading change at country and regional levels.
• Experience of multi-entity analysis and reporting function
• Transformation experience - leading complex multi-jurisdiction delivery
• Excellent analytical skills with proven ability to understand complex data, identify key trends and opportunities, putting forward hypotheses to be tested and delivering recommendations

Link to Candidate User Guide:

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(Or)

Go to the below link and type “IND GSC: IJP Applicant User Guide” in search bar.

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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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