Job Description

Job description

Some careers have more impact than others.

If you\xe2\x80\x99re looking for a career where you can make a real impression, join HSBC and discover how valued you\xe2\x80\x99ll 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.

Wealth and Personal Banking is our new global business combining Retail Banking and Wealth Management; and Global Private Banking, to become one of the world\xe2\x80\x99s largest global wealth managers with USD1.4 trillion in assets. Across Asia, where wealth pools are growing faster than in any other region, HSBC\xe2\x80\x99s wealth revenues grew 12% in 2019 (year-on-year) to USD5.7 billion. Our dedicated colleagues serve millions of customers worldwide across the entire spectrum of private wealth, ranging from personal banking individuals and families, through to business owners, investors and ultra-high-net-worth individuals. We provide products and services such as bank accounts, credit cards, personal loans and mortgages, as well as asset management, insurance, wealth management and private banking, that best suit our customers\xe2\x80\x99 needs.

We are currently seeking a high calibre professional to join our team as a Vice President, Digital Acquisition Marketing.

Principal Responsibilities

HSBC are accelerating plans to transform, building on agility, innovation and customer centricity as we become a bank fit for the future. This role is part of the Singapore WPB CIM (Wealth and Personal Banking- Customer, International, and Marketing) team. The function focuses on understanding present and future customer needs, identification of market opportunities, development and execution of marketing strategies, and programmes. The ultimate goal is to drive improvements in HSBC brand equity and contribute to customer growth, revenue growth, increase customer value and satisfaction in order to meet agreed objectives and key results.

Key responsibilities include:

• Manage all external research and agency ecosystem to drive improved customer insights to HSBC
• Drive robust research designs and in-depth analysis, shaping research work streams and Trackers to ensure that they deliver on business objectives and influence marketing decisions
• Leverage storytelling and visualizations to present compelling, data-driven narratives to key stakeholders to add to our collective knowledge of the customer and market
• Manage recurring customer insight programmes including customer satisfaction metrics and trends as well as developing programmes to generate foresight (eg customer community panel)
• The role holder will deliver this through proven knowledge of the supported business areas, demonstrating sound understanding of external (e.g., technological innovation) and internal factors impacting the business and customer needs both now and in the future, an ability to manage complex stakeholder relationships across a matrix
• The role holder must support achievement of the HSBC vision, values, goals and culture in personal behaviour, actions and decision making

Accountabilities for Business, Customers and Stakeholders

• Support primary and secondary research ensuring alignment across all business line plans. Support the development and socialisation of best-in-class approaches to marketing insights and campaign measurement and attribution
• Proactively connect with business and Marketing partners to develop and execute research programmes and ensure that Insights are driven into action in building marketing activities, products, propositions, and business planning
• Manage the design and delivery of primary research for all lines of business and all channels: respond to briefs from Marketing and the business/functions with the optimum solution, using established and new methodologies, to generate actionable insights to time and budget. Complement global / regional research with more granular market level audience understanding and application of Insights work locally
• Manage and maintain a marketing research calendar that leverages local programmes to inform impactful regional and global learnings
• Serve as a key point of contact with group insight team, business marketing teams, and Marketing programmes teams for research
• Ongoing prioritization of research initiatives to align with evolving Business requirements
• Manage external, regional and local agency relationship, vendor management and delivery: produce reports and presentations that inform stakeholders and add to our knowledge of the customer and market

KPIs will include, and not restricted to

• Design and development of customer insight programmes that support business and brand equity growth
• Driving insights into action - Improved marketing plans (higher ROMI), Customer Experience (CX) outcomes. [NPS/ CSAT]

Requirements

Requirements

• Bachelor\xe2\x80\x99s Degree (Social Science, Business Administration, Marketing preferred)
• Extensive working experience (10 yrs.+) in customer Insights / Strategy / Customer experience a must; this experience supplemented with market research agency experience or similar is preferred
• Experience with Singapore & Asia market dynamics in finance, banking industry preferred - knowledge of trends and consumer banking behaviour in China, HK, India, Singapore, rest of SEA, understanding of customer segments like non-resident Indians, Overseas Chinese, HNWI
• Experience in conducting analysis of Ad Hoc & Continuous data sources (Brand Health Trackers and in market share trackers; assessment of data quality). Extensive experience in building compelling insight from multiple data sources to influence business decisions
• Experience with measuring the effectiveness of digital marketing, pre and post campaign tracking, creatives pre-testing
• Experience with NPS or CSAT programs \xe2\x80\x93 strategic NPS, journey NPS, etc.
• Good presentation and communication skills
• Demonstrated ability to work and influence cross functionally, and experience in cross function teams
• Strong team player, with proven ability to work on multi-function departments such as marketing, business teams and external agencies
• Have a foundational understanding of statistics (driver analysis, marketing mix models, regression, correlation)
• Good storytelling ability - ability to distil complex business and customer environment into simple, strategically sound and insight led stories

To be considered for this role, the relevant rights to work in Singapore is required.

You\xe2\x80\x99ll achieve more when you join HSBC.

HSBC is 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. Personal data held by the Bank relating to employment applications will be used in accordance with our Privacy Statement, which is available on our website.

Issued by The Hongkong and Shanghai Banking Corporation Limited.

HSBC