Campaign Analytics and CRM Lead - 268334

Job Advert Details

Some Careers Grow Faster Than Others.

If you’re looking for a career that will give you plenty of opportunities to develop, join HSBC and your future will be rich with potential. 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.

We are currently seeking a high caliber professional to join our team as a Campaign Analytics and CRM Lead.

Role Purpose:

To work closely with the Head of Campaign Analytics and CRM to implement campaigns and customer relationship management strategic initiatives; Initiatives can be varied in nature, but can include people engagement, driving business performance, coordination tasks and ad hoc projects.
To establish, generate, and analyze key metrics for the WPB business including, but not limited to, product profitability, portfolio management, sustainability, goal-setting, and performance optimization.
To make recommendations on strategic and tactical activities to optimize sales and channel performance
Spearhead end-to-end Leads generation, product offer and channel optimization
Spearhead and drive CRMs system proper usage, tagging to optimize customer leads contact and conversion rates and potentially provide training and automation support to Sales & Channels.
Sales & Channel Campaign management/ tracking with feedback loop to drive improvements
Work closely with Marketing and Value streams to execute campaigns across various customer channels / touchpoints such as but not limited to callouts, SMS, EDM, Viber.
Closely work with D&A Advanced Analytics team to design and implement Campaign Test & Learn initiatives, Sales incentive frameworkDemonstrate the HSBC values of being dependable, open and connected on a day-to-day basis, and promote a culture of diversity
Automate and develop campaign & leads pre & post tracking & dashboard to monitor and drive continuous campaign improvement.
Build a culture of collaboration and integration between all stakeholders across CC&D
Regular review to identify key risks, issues and interdependencies. Determine and apply appropriate mitigation strategies.
Adhere to the HSBC internal control standards, implement and observe Group Compliance Policy, including the timely implementation of recommendations made by internal /external auditors and external regulators
Drive and manage the appropriate contact policy per customer touchpoint to maximize response, maximize customer response and minimize callout, SMS & email marketing opt-out & customer complaints
Develop and drive optimal Leads Management Framework, Scoring and Strategy

PRINCIPAL ACCOUNTABILITIES:

Impact on the Business / Function

Achieve your personal WPB performance metrics
Effectively use tools and information to drive customer service delivery and WPB performance
Establish and agree customer contact strategies in line with Group operating models
Fully utilize Customer Relationship Management data, ensuring all customer information is complete and kept up to date. Develop SAS, Python or R programs to generate leads across touchpoints and generate automated monitoring & tracking reports.
Ensure all available sales and service channels are fully utilized by the customer rooted in data and analytics insights
Ensure all customer needs are met and sales opportunities are maximized by advocating continuous test & learn, campaign improvements
Undertake effective Individual Reviews
Work all customer contact lists, contact promises, individual solutions and open sale reminders
Achieve cross sale penetration rates and wealth referrals achieved for account opening, lending and other sales
Drive optimal salesforce performance aligned to business strategy via driving CRMs usage, incentive framework, process optimization and performance analytics

Customers / Stakeholders

Take ownership for the reason for the customer visit to HSBC and deliver an effective solution
Work with the wider team to deliver the Branch WPB Performance measures and plan to support the multi-channel customer journey
Leverage analytics to identify the optimal & preferred customer touchpoint to maximize contact rates, response and minimize opt-outs
Deliver according to published Service Level Agreements and customer standards.
Meet customer expectations in terms of efficiency, accuracy, timeliness and professionalism of response either face to face or at the telephone.
Pro-actively encourage new and existing customers to register for, and use, alternative delivery channels through analytics e.g. Personal Internet Banking/self-service equipment for routine queries/transactions

Leadership & Teamwork

Work as part of an integrated branch management team to ensure, standards and are met and operating models delivered
Proactively support others through direct and indirect actions beyond activities particular to this role
Actively promote the use of direct channels to the customer – leveraging data and analytics to determine the optimal customer channels.
Spearhead test & learn initiatives to maximize customer contact, response and conversion rates for both marketing and service campaigns across multiple touchpoints
Support and influence Marketing, Value streams on optimal channel execution strategy.
Conduct sales trainings, roadshows to drive proper CRMs usage, tagging and leads monitoring.
Work closely with Data Science and Strategy teams to execute and drive Business KPIs and incentives
Role model the HSBC Group values in a consistent manner.
Demonstrate the behaviours on Self Leadership as an Individual Contributor based on the HSBC Group Leadership Capability for this level.
Drive personal development in order to ensure high level of individual and team performance

Operational Effectiveness & Control

Ensure that sales & operations are undertaken in accordance with HSBC Bank plc FIM, BIM and Credit Policy Manual appropriate lending guidelines.
Advocate Data Privacy& Information Security across customer touchpoints.

Information

Experience, Skills and Qualifications

KNOWLEDGE / EXPERIENCE

2-5 Years work experience in a customer data, reporting, campaign management and/or analytics function
Proven ability in Customer relationship management
Ability to analyze financial priorities and influence customers to take appropriate action to meet their needs
An understanding of HSBC’s Credit Policy and Lending Guidelines.
A broad knowledge of financial planning and defining customer needs
An understanding of the needs of the mass affluent customer segment in general
A full understanding of referral processes
Capability to deeply understand HSBC’s customers, channels, products and profitability dynamics
An understanding of the Premier, Advance and Personal Banking Propositions

SKILLS

Excellent Programming skills such as SAS, SQL, Python, R
Excellent analytical skills
Excellent relationship and cross-functional skills
Excellent automation skills
Knowledge and Experience in developing visual sales and campaign dashboards in Excel or a more advanced tool like Tableau, Qlik, PowerBI or Google Data Studio
Knowledge in experimental designs, test and learn methodologies a plus
Knowledge in developing and optimizing customer journeys aligned to campaign & business objectives
Project Management and Detail Orientation
Customer driven with a strong focus on quality of service
Proven ability in making lending decisions in accordance with bank policy and guidelines
A clear understanding of how value is created within the Premium segment, both for customers and the bank
The jobholder forms an integral part of the branch and wider HSBC management team. The jobholder is expected to identify opportunities in day to day activities that contribute to the success of colleagues.

Due to the urgent hiring need, candidates with immediate right to work locally and no relocation need will be prioritised.

Candidate with less relevant experience or skills may be offered a lower Global Career Band level than stated above.