HSBC Group

Marketing

The Head of Digital Growth Marketing and MarTech is a growth-minded leader responsibilities for driving digital banking business impact, including uplifting digital brand affinity, digital acquisition and digital adoption through digital marketing and martech. This role requires deep expertise in performance marketing and martech to design and implement a centralized performance marketing framework supporting all banking product lines. Responsibilities include overseeing operational health and compliance of digital solutions, leveraging customer insights to develop and execute data-driven and result oriented integrated marketing strategy and campaigns. 

Principal responsibilities

• Formulate Effective Digital Marketing Strategy: Create and lead the team to implement a bank-wide digital marketing strategy encompassing performance marketing and social media to drive sustainable growth in digital banking revenue and adoption. 
• Enhance Digital Brand Perception and Drive Adoption: Elevate digital brand affinity and significantly increase digital banking adoption by identifying key customer segments and implementing targeted, customer-centric marketing initiatives.
• Establish a Centralized Performance Marketing Framework: Develop and implement a centralized performance marketing framework, fostering data-driven marketing practices to maximize digital acquisition and marketing ROI.
• Optimize MarTech Implementation and Measurement: Lead the implementation of marketing MarTech ensuring comprehensive tracking and measurement of results to maximize marketing effectiveness.
• Drive Digital Growth Through Collaboration: Foster seamless collaboration with the Digital Banking business unit with aligned business goals and to execute a digital marketing strategy that drives revenue and adoption growth.
• Strategic Resource Allocation: Coordinate with key internal teams, including IT, Data, Technology teams to ensure resources are effectively allocated to support marketing initiatives.
• Successful Campaign Execution: Build and manage strong partnership with external agencies, including advertising and media agencies to guarantee flawless campaign execution. 
• Develop High-Performing Teams: Build and mentor both the Campaign and Martech sub-teams, driving achievement of key marketing KPIs through effective leadership and ongoing development.
• Optimize Martech Solutions: Evaluate, negotiate, and implement cost-effective Martech solutions, delivering demonstrable cost savings and improved campaign performance.
• Enhance Digital Marketing Capabilities: Elevate the wider marketing team's digital marketing skills and foster a data-driven, agile working culture to ensure continuous improvement through the adoption of cutting-edge technologies.
• Maintain Compliance and Risk Management: Ensure adherence to all HSBC policies and procedures, contributing to the implementation and monitoring of marketing policies, governance frameworks, and regulatory compliance to minimize risk. 
• Drive Operational Excellence: Lead process improvement initiatives, leveraging best practices to enhance team efficiency and establish a robust marketing management information framework supporting data-driven decision-making.
• Manage Marketing Budget and Performance: Oversee the marketing budget, developing and implementing an annual plan aligned with the overall marketing strategy. Track and report key performance indicators (KPIs) to relevant stakeholders. 

• Bachelor's degree in Business, Marketing, Communications, or a related discipline.
• Minimum 10 years of relevant work experience, including at least 4 years of proven people management experience. 
• Experience in the financial services is preferred.
• A deep commitment to customer-centricity, driving all strategic thinking and implementation with the customer in mind. 
• Hands on experience leading ATL & BTL marketing campaigns.
• Strong understanding of different performance marketing channels, tools & ad-tech including but not limited to PPC, programmatic, social, SEM, affiliate marketing, DCO etc. 
• Knowledge of customer segmentation tool and reporting dashboard like Tealium audience stream & Looker.
• Solid understanding and experience in data attribution and handling. 
• Strong strategic and analytical skills, with the ability to think hypothetically and make sound judgements. 
• Experienced team leader with strong team player qualities, able to thrive in diverse cultures and across departments. Proven excellence in stakeholder management and relationship building. 
• Skilled in project management, leveraging resources effectively to maximize value. 
• Proven ability to self-start with energy and drive in a challenging and dynamic environment. 
• Innovative thinker, capable of shaping and communicating new concepts effectively.
• Proficiency in both English and Chinese. 
• Professional qualifications such as Enhanced Competency Framework (ECF) and/or Certified Banker (CB) under Hong Kong Institute of Bankers (HKIB) would be an advantage. 

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