Senior Marketing Manager
HSBC Group
London, England
3d ago


Role Title : SeniorMarketing Manager

Business : Marketing

New or Existing Role? Existing

Role Purpose

The Global Marketing functionis focused on supporting the strategic and revenue growth priorities of theBank. The function focuses on understanding customers and the identification,development and execution of Marketing strategies, campaigns and activitiesthat support and strengthen the HSBC brand, support the drive for revenue andincrease customer value and satisfaction in order to meet agreed targets andobjectives at both a global and market level.

The role of Senior MarketingCampaign Manager, Global Private Banking (GPB) EMEA is part of the Marketingfunction, which ensures that all activity, regardless of channel, is aligned tobusiness, customer and brand objectives.

This role is focused on the strategicpriorites of GPB and aims to support customer and revenue growth for thebusiness. The team is responsible for using local insight in the developmentand implementation of all local marketing campaigns, sharing best practice andensuring that all activity is developed within the consistent global frameworkby leveraging global assets and activities.

This role has a significantfocus on the coordination and delivery of client and prospecting events acrossthe EMEA region, with a focus on the UK, but will maintain a holistic viewacross marketing activities.

The role holder is responsible for :

Working with the GPB EMEA Head of Marketing todevelop and execute our Marketing Annual Operating Plan across all Marketingactivity that is strategically aligned to business, customer and brandobjectives.

  • Managing key stakeholder relationships within UK / CI GPB, including UK heads of business and heads of products / servicesalong with their teams;
  • outside of GPB, this would include working with HSBCLife, HSBC Asset Management Group, local marketing campaign teams fromCMB / GBM / RBWM and Brand Partnerships, Brand Strategy.

    Understanding the segment or product needs tobrief, manage and implement campaign activity which supports segment or productcommercial objectives.

    Developing clear Business and Marketing briefs todrive the smooth and efficient delivery of agreed activity, ensuring it istracked and measured appropriately to demonstrate effectiveness and return oninvestment.

    Developing, managing and execution ofcustomer-centric, multi-channel Marketing strategies, campaigns and activitiesto support the business objectives, engage our front line colleagues anddelight our customers.

    Recognising HSBC processes and procedures , andtaking into account local market regulatory and complianceconstraints / controls.

    Holders of this role areexpected to demonstrate a good understanding of key trends and areas ofinnovation which influence the way we interact and engage with our externalcustomers, internal stakeholders and audiences.

    These should include clientinsight, digital marketing, new technology, Marketing Automation, CustomerRelationship Management, Agile working practices, data and analytical tools andhow this helps HSBC to be more customer centric.

    Impacton Business

    The job holder isaccountable for :

    Develop and deliver effective and measurablemulti-channel Marketing campaigns, particularly client events, that support businessobjectives and can be used consistently across markets

    Liaising with regional market heads and product headsto align marketing activities in support of growth objectives

    Management of marketing annual operating plan andbudgets across marketing activities

    Ensure all activity communicates strong customerpropositions to targeted client segments based on insight

    Responsible for the creative development process,including agency relationships and processes to support creativity andconsistency throughout the markets

    Manage relevant aspects of brand governance in termsof guidance, framework and templates and the processes that support their use

    Ensure that campaign effectiveness is maximised bylinking external Marketing campaigns with internal business outcomes andawareness

    ProvideMarketing assets and resources to markets

    Customers / Stakeholders

    The job holder works with a range of key stakeholdersacross the GPB EMEA and with other functional teams

    The job holder ensures achievement of key strategicand tactical objectives for increased value from marketing spend and deliveryagainst commercial objectives across the markets.

    The job holder is required to work with othermarketing teams and agencies to align and integrate activity, as well as informand guide the Regional Head of Marketing and other members of the ExecutiveCommittee in the allocation and movement of marketing resources to meetstrategic and tactical business objectives.

    Leadership &Teamwork

    Assist in leading a small team of Marketingmanagers to deliver key activities for the region.

    Work closely with the GPB EMEA Marketing teamto ensure alignment of marketing activities and efficiencies of spend.

    Work with key stakeholders to gain buy-in andensure that strategies and solutions will be effectively delivered by all areasof the business.

    Key stakeholders include the regional and local GPB businessteams, Central GPB marketing team, other GPB functions, including Legal,Compliance, Risk and Communications

    Liaise with Marketing teams across HSBC,sharing best practice, common standards and approaches.

    Be aware of change within the industry toidentify new opportunities to deploy new techniques and methodologies toincrease effectiveness and accountability for impact on the business andincrease brand engagement and advocacy

    OperationalEffectiveness & Control

    Assistin managing the team in setting objectives, measuring performance and managingHR issues as necessary within policy.

    Assistin developing the team, using Personal Development Plans, training, developmentand coaching.

    Followmarketing financial process, procedures and manage within the Marketing budgetallocated.

    Reviewand monitor the effectiveness of Global Marketing GPB category brandcommunications and campaign activity to meet Global Brand and Marketingobjectives.

    Allagreed marketing communications and campaign plans are developed, delivered,and measured in line with the agreed processes.

    Responsiblefor ensuring that all teams understand key strategies, including the HSBCMasterbrand Strategy, category brand and marketing strategies, categorycreative and campaign strategies and specific business line objectives andtargets.

    Responsibilityfor ensuring all activities are measured, evaluated and reported, post Implementation.

    Responsiblefor proactively identifying risks and providing recommendations on mitigatingactions in the event of the internal and external developments e.

    g. changes inbusiness strategy, revised segmentation, competitor activity, emerging channeldevelopment, changes in legislation etc.

    Major Challenges

    Needto support many complex, diverse projects and initiatives linked to anaggressive revenue target in the medium term

    Therequirement to deliver long-term sustainable growth for the returns onmarketing spend and with increasing levels of accountability.

    Thestrategic management of a high profile business marketing unit, requiringwell-developed time management skills, adaptive commercial acumen andsignificant levels of drive.

    Ensuringthe interests of all GPB customers and internal stakeholders across GPB.

    Managingstakeholders, spread across multiplegeographies, including travel to event locations

    Role Context

    A number of factors influence the role :

    GlobalMarketing strives to put the customer at the heart of everything we do.

    Thefunction supports the business in driving top-line revenue growth across ourkey geographies.

    GlobalMarketing continues to support the business to deliver a customer-focusedapproach to Global Standards and regulatory agenda.

    Inorder to achieve synergies from the integrated global function, the jobholderwill be required to leverage off the skills and people across the whole globalfunction.

    Role Dimensions

    TheGlobal GPB business operates in 11 countries, managing clients across more than20 countries, with c.20,000 relationships and c.

    40,000 clients. The GPBbusiness generated revenue of US$1.87bn and PBT of US$344m in 2018.

    TheGPB EMEA Marketing budget for 2019 is c.US$2.7m.

    Management of Risk

    Thejobholder will continually reassess the operational risks associated with therole and inherent in the business, taking account of changing economic ormarket conditions, legal and regulatory requirements, operating procedures andpractices, management restructurings, and the impact of new technology.

    Thiswill be achieved by ensuring all actions take account of the likelihood ofoperational risk occurring and also by addressing any areas of concern inconjunction with line management and / or the appropriate department andadherence to both Marketing and business risk appetite.

    Observation of InternalControls

    Thejobholder will also adhere to and be able to demonstrate adherence to internalcontrols. This will be achieved by adherence to all relevant procedures,including Marketing FIM and Anti-

    Bribery & Corruption processes. Thejobholder will also keep appropriate records and, where appropriate, the timelyimplementation of internal and external audit points, including issues raisedby external regulators.

    Thejobholder will implement the Group compliance policy by containing compliancerisk in liaison with Global Head of Compliance, Global Compliance Officer, AreaCompliance Officer or Local Compliance Officer.

    The term compliance’ embracesall relevant and financial services laws, rules and codes with which thebusiness has to comply.

    Thiswill be achieved by adhering to all relevant processes / procedures and byliaising with Compliance department about new business initiatives at theearliest opportunity.

    Also and when applicable, by ensuring adequate resourcesare in place and training is provided, fostering a compliance culture andoptimising relations with regulators.


    Knowledge &Experience / Qualifications

    Degree levelqualification in marketing and / or business studies preferred.

    Minimum10 years broad based business experience within a Financial Service basedinstitution, particularly with event management skills and experience in the UKand UAE

    Demonstratedability to identify strategic needs based solutions both now and in the future.

    Arange of Marketing Communications planning and operational experience,including demonstrable success in developing and delivering campaign strategiesand client events.

    Provenunderstanding of customer insights and their role in marketing strategydevelopment and delivery as well as communications development.

    Commitmentto putting the customer at the heart of all development activities.

    Ableto influence at senior level and lead across functional teams to driveimprovement and manage expectations.

    Strongunderstanding of communication developments and emerging consumer, businessdecision maker and industry trends.

    Provenability to influence leadership teams and mentor junior colleagues..

    Provenability to work on multi-function projects demonstrating excellent relationshipbuilding skills.

    Provenability to be a self-starter with energy and drive in a challenging and dynamicenvironment.

    Abilityto think innovatively, shaping and communicating new concepts.

    As a business operatingin markets all around the world, we believe diversity brings benefits for ourcustomers, our business and our people.

    This is why HSBC is committed to beingan inclusive employer and encourages applications from all suitably qualifiedapplicants irrespective of background, circumstances, age, disability, genderidentity, ethnicity, religion or belief and sexual orientation.

    We want everyone to beable to fulfil their potential which is why we provide a range of flexibleworking arrangements and family friendly policies.

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