Role Title : Senior Marketing Manager Content
Business : Marketing
New or Existing Role? New
This role is part of the Global marketing function. Global Asset Management Marketing focuses on understanding clients, competitors and industry in order to develop and deliver marketing strategies, campaigns and activities that support and strengthen the HSBC brand, support the drive for growth through increased assets under management, revenue and profit before tax while focusing on customer value and satisfaction in order to meet agreed global and market targets and objectives.
This role is part of the Asset Management Marketing team, which ensures that all asset management marketing activity, regardless of channel, is strategically aligned and cohesive.
It also sets the marketing strategic direction for Asset Management marketing communications and campaigns planning for marketing teams around the world by consulting with local teams, providing guidance, sharing best practice and ensuring that all activity is developed within a consistent global framework.
The primary focus areas of the role are to :
Design a content marketing strategy for Asset Management by collaborating with marketing, business and communications stakeholders within Asset Management and across HSBC.
Plan, deliver and measure content-led campaigns, with an emphasis on translating strategic themes within the asset management industry, HSBC Asset Management business strategies and client priorities into compelling content
Manage the governance of digital content on paid channels and ensure alignment to AMG PWS from a global perspective
Critically appraise content proposed or produced on wider campaign activities, in terms of relevance to audience, tone of voice, structure and format (including short and long form content, case studies, videos and assets for use on social media) in alignment with HSBC standards and industry best practice
Act as a content champion for AMG content across the business and at all levels of the organisation.
Proactively identify new content opportunities globally, in consultation with local and regional marketing heads, and in collaboration with other Business Line Marketing teams as appropriate
They will also responsible for the following :
Managing the governance of digital content and social media for AMG, liaising with key stakeholders, Legal and Marketing Control as required;
Using social channels as effectively, and as efficiently, as possible to support our business, customer and brand objectives.
Develop and oversee a customer focused social media strategy, which amplifies the reach of and engagement with content from the editorial properties available within the AMG digital ecosystem including Public websites.
Proactively identifying new social media opportunities globally, from listening activities and relevant research into new trends and innovation, and in consultation with wider AMG marketing team
Impact on Business
Design a content strategy which reflects the global AMG growth priorities and approved marketing strategy
Work closely with the Senior Marketing Manager, Integrated Campaigns, AMG propositions team and AMG Communications to devise a collaborative system to manage and co-
ordinate an editorial view across earned, paid and owned channels across print, digital and social media channels;
Work with Media agencies to create paid content and seek to continually optimise through continuous monitoring and insights.
Liaise with teams across AMG business and Communications CMB and GBM Marketing to ensure sharing of best practice, adherence to Group standards and practices and optimisation of channel activity.
Develop and execute the AMG LinkedIn content marketing strategy and plan. Acting as subject matter expert to drive strategy and engagement with the Business teams, identifying opportunities to support business objectives and drive revenue through relationship manager-
and business-based social content activity (specifically LinkedIn Elevate).
Understand new content media channels to support marketing and business strategy.
Optimize content approach frequently based on insights from social media listening and other feedback / research as appropriate.
Ensure effective monitoring of marketing managed digital content (LinkedIn) activity and competitor presence / activity in this area.
Ensure appropriate response strategies are in place to react to any negative sentiment to minimise and proactively manage reputational risk.
Review performance of existing digital and offline media content activity across the bank to support recommendations for how to develop channel usage.
Deliver procedures, training and guidance on social media as required
Customers / Stakeholders
Works with other senior members of Marketing globally and the AMG business as well as to inform and guide the Global Head of AMG Marketing as well as other members of the AMG Marketing team.
Works with the Social Media Working Group and Social Media SteerCo in as appropriate in delivering required tasks and supporting the wider implementation of digital content media (primarily LinkedIn) across HSBC.
In addition, close working with key creative, content and digital agencies and strategic partners is pivotal to this role.
Leadership & Teamwork
Identify and work with key stakeholders to gain buy-in and ensure that strategies and solutions will be effectively delivered by all areas of the business.
Key stakeholders include the AMGbusiness, Global AMG Marketing, Local AMG Marketing, Global AMG Communications, Global Marketing (DCE), Legal, Compliance, Information Security and approved vendors.
Drive introduction and adaptation of HSBC Group best practices. Liaise with marketing across HSBC globally, sharing best practice, common standards and approaches
Operational Effectiveness & Control
Follow the marketing financial process, procedures and manage within the Marketing budget allocated.
The team is required to forecast change and help define an appropriate response which can significantly alter the actions of all CMB & GBM marketing teams
The proactive identification and recommendation for the mitigation of strategic risks and issues caused by internal and external factors.
Sets personal objectives, and drives performance within policy and guidelines.
Acts as a role model across Marketing and with business partners.
HSBC is a large corporate, thereby hierarchal and risk aversive.
HSBC is not natively a content commissioning or publishing organisation although there is a recognition of the value of content-
led marketing in the asset management space
Current content creation is focused on market, industry and thematic commentary and is broadly similar to content created by competitors
There is a need for an editorial role to critically assess both the content produced in-house as well as by agencies to ensure activity in this area is more distinctive, meeting and exceeding the standards of clients and stakeholders
AMG Marketing works across a matrix of local and central structures. The ability to build strong relationships and foster a global community with -
multiple stakeholders and geographic barriers - is a must. The matrix structure provides local markets with more autonomy, but creates the need for Global roles to act as standard sharers and collaborative partners to ensure consistency of messaging and quality.
While HSBC is naturally risk adverse and nervous in engaging in online media activities, particularly in the absence of specific social media guidance from the FCA and other global regulatory bodies, its employees and customers operate in an online world in all other aspects of their lives.
Internal education and understanding as to appropriate use of content and social / digital channels for business purposes is low in some areas and must be established before approvals will be granted.
As the amount of activity in this area has significantly increased there is the requirement to build on established approval and governance processes, and opportunities on how content is optimised and flows through AMG particularly in support of new social / digital (LinkedIn) media activity.
A number of factors influence the role :
HSBC AMG has ambitious growth ambitions over the medium term which will require proactive, fresh marketing approaches to support their success
Global Marketing strives to put the customer at the heart of everything we do.
The marketing function supports the business in driving top-line asset flows, revenue growth and profitability across our key geographies.
Global Marketing continues to support the business to deliver a customer-focused approach to Global Standards and regulatory agenda.
To achieve its strategic goals the Group has embarked on a Marketing Transformation program, this is expected to have a positive impact on all teams, process and culture.
The Global AMG business operates in more than 30 countries and territories, with 2,000 employees.
With $500BN AUM, AMG provides asset management solutions to clients across all four HSBC lines of business (Retail Banking and Wealth Management, Global Private Banking, Commercial Banking and Global Banking and Markets) generating $1BN in revenue with ROA of 50%.
Management of Risk
The jobholder will continually reassess the operational risks associated with the role and inherent in the business, taking account of changing economic or market conditions, legal and regulatory requirements, operating procedures and practices, management restructurings, and the impact of new technology.
This will be achieved by ensuring all actions take account of the likelihood of operational risk occurring and also by addressing any areas of concern in conjunction with line management and / or the appropriate department, and adherence to both Marketing and business risk appetite
Observation of Internal Controls
The jobholder will also adhere to and be able to demonstrate adherence to internal controls. This will be achieved by adherence to all relevant procedures, including the Marketing FIM and Anti-
Bribery & Corruption processes. The jobholder will also keep appropriate records and, where appropriate, the timely implementation of internal and external audit points, including issues raised by external regulators.
The jobholder will implement the Group compliance policy by containing compliance risk in liaison with Global Head of Compliance, Global Compliance Officer, Area Compliance Officer or Local Compliance Officer.
The term compliance’ embraces all relevant financial services laws, rules and codes with which the business has to comply.
This will be achieved by adhering to all relevant processes / procedures and by liaising with Compliance department about new business initiatives at the earliest opportunity.
Also and when applicable, by ensuring adequate resources are in place and training is provided, fostering a compliance culture and optimising relations with regulators.
Knowledge & Experience / Qualifications
Proven expertise of desiging content strategies deployed aross all media channels with an emphasis on optimising earned media usage
Expertise in digital innovation with good understanding of technology developments and emerging consumer and industry trends and how they drive digital strategy.
Experience in digital marketing and managing digital activities, e.g. website management, content creation, online journey management etc.
Demonstrable passion for testing and learning new approaches to channel usage
Diplomacy / consensus-building across the organisation
Ability to champion the case for digital media across marketing and the business
Familiarity with current global macro-economic trends and broad knowledge of b2b financial services with asset management / investment marketing expertise a plus.
Degree level qualification in marketing, digital marketing and / or business studies preferred
Minimum 5 years broad based commercial marketing experience, ideally within a Financial Services based institution a plus
Proven experience with a demonstration of driving results
Experience of working with teams over multiple sites
Track record of bringing new content delivery solutions / innovations to market
Ability to think innovatively, shaping and communicating new concepts.
Proven ability to challenge the status quo and think outside the box
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
Able to influence at an executive and senior level and lead cross functional teams to drive improvement
Commitment to putting the customer at the heart of all development and implementation activities
Thinking and delivering digital’ first in all circumstances
We are an equal opportunity employer and are committed to creating a diverse environment.