Job Description

Job description

The health and safety of our employees and candidates is very important to us. Due to the current situation related to the Novel Coronavirus (COVID-19), we\xe2\x80\x99re leveraging our digital capabilities to ensure we can continue to recruit top talent at HSBC. As your application progresses, you may be asked to use one of our digital tools to help you through your recruitment journey. If so, one of our Resourcing colleagues will explain how our video-interviewing technology will be used throughout the recruitment process and will be on hand to answer any questions you might have.

Some careers open more doors than others.

If you\xe2\x80\x99re looking for a career that will unlock new opportunities, join HSBC and experience the possibilities. 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.

Business descriptor

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 an experienced professional to join the India WPB Marketing team.
This role is part of the India WPB Marketing team and is responsible for developing and executing customer-focused Digital Acquisition strategies and activities to deliver the objectives and ambitions of the WPB India Marketing strategy and plan, in turn driving revenue targets. The team sets the guidance for Digital and Digital Acquisition acqusiition for WPB India to ensure that the Digital experience offered to customers and prospects is consistent and aligned to HSBC brand and WPB India objectives. It has a crucial role in ensuring that Marketing responds proactively and appropriately to the challenges set by the WPB India, within the context of existing and prospective customer needs. The role holder must be fully aware of the opportunities and constraints presented by the economic environment and regulation, the market, technology and our competitors.

The role holder is responsible for:
1. Coordinating, managing and implementing Search, Social Media, Alliances & Aggregators commercialisation activities.
2. Developing and overseeing a customer-focused Digital Acquisition strategy, working across the business lines (credit cards, personal loans & mortgages, premier and employee banking accounts & NRI accounts) to build a holistic strategy which links up with Digital Acquisition activities in other disciplines, ensuring that the customer experience of Digital Acquisition is seamless and well integrated
3. Managing the governance of Digital Acquisition comercialisation for the (Global Business Line)
4. Liaises with local HSBC Marketing teams to ensure best practice is understood and re-applied, and that both global and local activities are actively promoted within and amongst all teams
5. Proactively identifying new Digital Acquisition commercialisation opportunities, including alliance partners and aggregators, listening activities and relevant research into new trends and innovation.
6. Acting as subject matter expert on Digital Acquisition comercialisation and driving strategy and engagement with the business teams, identifying opportunities to support objectives and driving revenue through Digital Acquisition activity.

Principal Responsibilities

Impact on the Business/Function

1. Develop and execute the Digital Acquisition Marketing strategy and plan
2. Integrate Digital Acquisition comercialisation activity into all appropriate Marketing activities \xe2\x80\x93 optimise the Marketing mix and look for opportunities to socialise HSBC content through activities
3. Develop Digital Acquisition comercialisation proposals in support of key campaigns where appropriate
4. Develop new Digital Acquisition channels and creative assets to support Marketing and business strategy
5. Work with media agencies to create paid media campaigns utilising Digital Acquisition channels, and seek to continually optimise through continuous monitoring and insights from social listening
6. Liaise with other Marketing teams to ensure sharing of best practice, adherence to Group standards and practices, and optimisation of channel activity
7. Ensure appropriate response strategies are in place to react to any negative sentiment to minimise and proactively manage reputational risk
8. Review performance of existing Digital Acquisition comercialisation activity across the bank to support recommendations for how to develop channel usage
9. Deliver procedures, training and guidance on Digital Acquisition comercialisation as required

Typical Targets and Measures

1. Engagement performance, delivery and budgeting are all on target
2. Comparative performance improvement
3. Effective delivery of social activities on time and in line with engagement strategies
4. Effective receipt of approvals from all necessary parties as part of the control standards
5. Digital Acquisition comercialisation strategy produced and agreed with Head of Digital Marketing
6. Liaise closely with all teams to ensure that the strategy covers the needs of the business as a whole

Customers / Stakeholders

1. Work with other members of Marketing in INM RBWM and the business to inform and guide senior stakeholders
2. Work closely with key Digital and media agencies and strategic partners
3. Ensure all Digital Acquisition comercialisation activity is aligned with the Brand strategy and has a distinct and differentiated positioning versus other banks
4. Develop and implement customer engagement activities to acquire customers, building brand loyalty and customer recommendations
5. Ensure the bank\xe2\x80\x99s brand and reputation are enhanced by social media activities; integrating with PR to actively manage through communications issues using social media
6. Deliver fair outcomes for our customers and ensure own conduct maintains the orderly and transparent operation of financial markets

Typical Targets and Measures

1. Stakeholder feedback following effective engagement
2. Agency reviews
3. Work closely with the senior stakeholders to ensure all Social Media activity has the brand at its core
4. Stay ahead of the competition by utilising insights and be aware of competitor strategies
5. Ensure Marketing activities delivered increase customer value

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

Typical Targets and Measures
1. Role model behaviours
2. Consistent, open communication between all stakeholders
3. Feedback from senior colleagues
4. Performance of individual projects achieved against agreed milestones

5. Achievement of individuals objectives

Requirements

1. MBA from a reputed business school with at least 7-10 years of overall work experience with at least 4 years of digital marketing experience using Digital Acquisition channels.
2. Thorough understanding of the Digital Acquisition landscape in India.
3. Thorough understanding of retail banking products and services, preferably with some prior experience in a product/ marketing role in a financial services category.

Useful Link

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Issued by The Hongkong and Shanghai Banking Corporation Limited, India

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