The Global Marketing function is focused on supporting the strategic and revenue growth priorities of the Bank. The function focuses on understanding customers and the identification, development and execution of Marketing strategies, campaigns and activities that support and strengthen the HSBC brand, support the drive for revenue and increase customer value and satisfaction in order to meet agreed targets and objectives at both a global and market level.This role is part of the Marketing Communications and Campaigns team, which ensures that all activity, regardless of channel, is strategically aligned and cohesive. It also sets the direction for the Marketing Communications and Campaigns planning for the Marketing team, to ensure that the campaign plans are clearly aligned to business, customer and brand objectives. This team is responsible for the development and implementation of all local, regional and global campaigns, sharing best practice and ensuring that all activity is developed within the consistent global framework
The role holder is responsible for:
Co-ordination, management and execution of Marketing communications strategies, campaigns and activities to deliver against the objectives and ambitions of the Global Marketing strategy and plan as well as the local USA marketing strategy and plan.
Developing and implementing customer centric, multi-channel Marketing campaigns that support the business objectives, engage our front line colleagues and delight our customers
Working with and guiding Marketing communications and campaign management teams in market to ensure that the HSBC 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
Co-ordinating across delivery/channel/subject matter expertise teams within the Marketing, ensuring that all non-campaign deliverables such as internal engagement and sales enablement materials are consistent with customer-facing communications and campaign activity
Developing clear business and Marketing briefs to drive the smooth and efficient delivery of agreed activity, ensuring it is tracked and measured appropriately to demonstrate effectiveness and return on investment
Holders of this role are 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, new technology, Marketing Automation, Customer Relationship Management, Agile working practices, data and analytical tools and how this helps HSBC to be more customer centric.
Impact on the Business
Develop and deliver effective and measurable multi-channel Marketing campaigns 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
Implement the creative campaign strategy for all Marketing communications
Responsible for the creative development process, including agency relationships and processes to support creativity and consistency throughout the markets
Manage relevant aspects of brand governance in terms of guidance, framework and templates and the processes that support their use
Ensure that campaign effectiveness is maximised by linking external Marketing campaigns with internal business awareness
Provide Marketing assets and resources to markets
Customers / Stakeholders
Work with a range of key stakeholders across Marketing teams and the business to share outputs and best practice, securing alignment and buy-in of campaign objectives
Manage a broad range of agencies (e.g. creative, media and events) to ensure timely delivery of campaign materials for international sites
Gain agreement from all key stakeholders to ensure support for campaign activities and budgets
Work with Marketing communication managers and agency personnel to align and integrate activity, as well as inform and guide Marketing head and other team members
Assume day-to-day management of agencies and other third party suppliers to deliver campaigns on time and within budget
Keep abreast of customer needs and latest 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
Leadership & Teamwork
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
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
Managing Global and Regional requirements
Need to support many complex, diverse projects and initiatives linked to an aggressive revenue targets
Supporting strategic programs within a complex regulatory environment
Ensuring the interests of all customers and internal stakeholders and third party vendors.
Bachelor's degree level qualification in marketing and/or business studies preferred.
Minimum 10 years broad based business experience within a Financial Service based institution.
Spanish language proficiency would be beneficial to role but not required
A range of Marketing Communications planning and operational experience, including demonstrable success in developing and delivering campaign strategies and multi-channel high profile campaigns.
Experience and evidence of working within teams over multiple sites.
Understanding of customer insights and their role in marketing strategy development and delivery as well as communications development.
Commitment to putting the customer at the heart of all development activities.
Able to work collaboratively across multiple stakeholders and teams
Understanding of communication developments and business decision maker and industry trends.
Proven ability to influence within teams.
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.
Ability to think innovatively, shaping and communicating new concepts.