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're 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're 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.

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.

Role purpose

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 Global Marketing function. 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.

• The primary accountability of this role is to develop marketing strategy plan and programmes that deliver customer and business outcomes. This includes planning and executing the marketing programmes in India focusing on acquisition efforts especially for the Business Banking segment which has been identified as a growth engine. This includes any, proposition development and go-to-market approach in support of HSBC's Business Banking segment, planning and overseeing the execution of marketing programmes that support network corridor growth.
• Geographical Remit: Local
• The role holder is accountable to the Senior Marketing Manager, India, and is responsible for executing customer-focused marketing campaigns to support the objectives and ambitions of the Global Marketing strategy and plan, in turn driving B2B revenue targets.
• This role is part of the Global Marketing function focusing on supporting the strategic and revenue growth priorities in B2B, which is composed of two Global Businesses: Commercial Banking (CMB) and Global Banking and Markets & Securities Services (GB&MSS).
• The role holder will deliver this through unlocking market opportunities through insights, marketing science, data and analytics, creativity and innovation.

The role holder must support achievement of the HSBC vision, values, goals and culture in personal behavior, actions and decision making.

Accountabilities for Business, Customers and Stakeholders

• Support AOP Plan development in line with stated business strategy.
• Develop and deliver marketing strategies and plans that create stand-out in the marketplace, support brand objectives and deliver return on investment
• Work with the Customer Insight team to ensure a deep understanding of customer needs through external research and internal data for B2B
• Use data and insights to support the development of customer led propositions, products and journeys.
• Work closely with business and Marketing partners to develop integrated Marketing strategies for ASP
• Develop clear Marketing Briefs in support of business objectives
• Collaborate with key stakeholders to gain buy-in and ensure that strategies and solutions will be effectively delivered and measured by all areas of the business.
• Execute and accountable for the assigned marketing strategies and plans.
• Work with agency partners across social, digital, creative and media.
• Be a customer champion and adopt agile ways of working

Business expertise

• Achievement of relevant business and function scorecard targets.
• Drive outstanding customer interactions across all touch points. Showcase real and meaningful ways to differentiate ourselves. Provide timely and digestible content to support RMs with client conversation
• Continue to support the business to unlock customer insight to improve customer experience with the bank and keep customers at the heart of what we do.
• Drive actionable insights by understanding customers, the business and the wider market. Bring the customer to the table.

Nature of impact

• Support NTB acquisition through marketing efforts - help identify and engage the right prospects.
• Extend, deepen and grow opportunities with existing customers. Support cross sell and product penetration
• Deliver against agreed marketing plans, support the HSBC growth strategy and CMB and GBM objectives and drive sustainable revenue by focusing on the value proposition while investing in strategic operational and digital projects that will enable long-term growth.
• Lead and manage the full delivery of assigned marketing campaigns from briefing to delivery across multi channels
• Ensure customer and revenue-focussed marketing plans/budgets are in place and in alignment with regional and global marketing objectives
• Demonstrate the Business story by showcasing meaningful examples that bring our proposition and brand to life.
• Adopt an integrated and digital led approach to marketing including social media / content strategy. Focus on key digital developments and areas of innovation to drive a consistent customer experience across our geographies and segments.

KPIs will include, and not restricted to

• Execution of Marketing Programmes
• Customer Number Growth
• Market/wallet share for the strategic product or solution area
• Improved Customer Experience (CX) outcomes. [NPS/ CSAT]
• Leadership & Teamwork
• Manage relationships on behalf of the Marketing Function with a number of B2B stakeholders.
• Collaborate with Marketing colleagues and agency partners to build strategic, client-centric marketing solutions across the business
• Encourage and enable constructive cross-country and cross-business collaboration.
• Demonstrate Customer Centricity by thinking and acting beyond product sales.
• Adopt and champion the agile ways of working in marketing and participate in business value streams/ cross-functional teams.
• Demonstrate and champion a speak-up culture by challenging actions and behaviours that are not consistent with HSBC's policies and/or the best interests of the business and its customers.

Requirements

• Modern Marketing professional with understanding of latest developments in the marketing and media world.
• Have depth of both classical and contemporary channels
• Have a penchant for learning
• Understand the use of data and analytics in deriving customer value
• Be passionate about the customer and be obsessed with customer outcomes
• Degree level qualification in marketing and/or business studies preferred.
• 8+ years broad based business experience within a Financial Service based institution, or an innovative customer/service based institution. An experience of working on a global brand will preferred.
• Strong understanding of communication developments and emerging consumer, business decision maker and industry trends.
• Experience and evidence of working within teams over multiple sites in a highly matrixed organization. Strong knowledge of procedures within a global financial institution.
• Proven understanding of customer insights and their role in marketing strategy development and delivery as well as marketing communications development.
• 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.
• Ability to bring key stakeholders and Functional colleagues with them as marketing strategies and plans are developed.
• Ability to distil complex business and customer environment into simple, strategically sound and insight led stories

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Issued by The Hongkong and Shanghai Banking Corporation Limited, India