Senior Digital Acquisition Manager - Wealth & Personal Banking

Job description

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.

HSBC Wealth Management leads the Asia-Pacific implementation of our global strategy to deliver world-class solutions to retail and private clients seeking to grow, protect, preserve or transfer their wealth. This involves the development and management of needs-based solutions covering foreign exchange, deposit, investment, insurance and financing products, as well as the provision of suitable market insights and updates, financial planning and advisory services.

We are currently seeking a high calibre professional to join our team as a Senior Digital Acquisition Manager - Wealth & Personal Banking.

Principal Responsibilities

This existing role is a leadership role in Digital Acquisition team driving customer and product sales through digital channel. Accountable for the Digital Channel sales for the retail and wealth products of the bank. This role is responsible for supporting the delivery of key digital marketing performance metrics for Hong Kong, leverages on data, marketing technologies, Paid / Own media and conversion rate optimization to drive demand generation and convert leads into sales on public websites, internet banking and mobile banking. It requires close collaboration with cross-functional team with Segment Marketing, Product owners, Digital platform owners, Data Analytics & CRM, Regional Digital Acquisition teams to achieve key performance metrics within the digital channel.

Key responsibilities would include (but is not limited to):

• Achieves sales and revenue targets for key retail banking and wealth products
• Work together with Digital Acquisition Head to devise the Digital Channel Acquisition Overarching Strategy
• Strengthen WPB digital marketing foundation across Marketing to enable all teams to drive digital sales collectively
• Drives new use case and initiatives with ad-tech / mart-tech solutions to accelerate digital sales growth via a better customer experience
• Lead the Digital Acquisition team to drives product demand and leads for new customer acquisition on digital channels via:
  • Use of channel capabilities such as messaging, optimization, analytics, live and video chat to help support sales and servicing activity
  • Develop and implement the digital marketing activities including digital own and paid media (social, programmatic, search engine and partnerships) to bring in leads and optimize the journey to drive conversions down the digital funnel to achieve sales targets

Principal Accountabilities: Key activities and decision making areas Typical Targets and Measures

Impact on the Business [COMPLETE 3-4 AREAS]

• Develop and own a cross functional strategy that drives a step change increase in digital revenue, servicing and satisfaction
• Benchmark digital performance against industry best practise; proposing change where is necessary
• Develop and execute strategic and tactical distribution development with Segment Marketing, Product owners, Digital platforms, Data Analytics & CRM, Regional Digital Acquisition teams to achieve growth on digital
• Lead the team to:
  • Drives digital marketing strategy via digital paid (social, programmatic, search engine and partnerships) and own media to bring in leads and optimize the journey to drive conversions down the digital funnel to achieve sales targets
  • Uses data driven insights to improve customer experience and drive a step change in key performance metrics
  • Utilizes site analytics tool to understand customer behaviour and conversion on site to identify test and learn opportunities across customer journeys, funnel and customer segments
  • Develops and owns personal and relevant messaging strategies to drive sales and servicing activity

Keeps abreast of new Digital Marketing ideas and consider potential application across different segments for WPB

• Increase Digital Sales for products
• Increase Digital Lead Generation
• Support the increase in the proportion of digital revenue generating and servicing transactions

Customers / Stakeholders [COMPLETE 3-4 AREAS]

• Responsible for establishing agreed strategies with stakeholders in the design and implementation of activity
• Responsible for obtaining buy-in from and influence senior management and stakeholders for all key initiatives, commitments, changes including requirements, quality assurance plans, budget, schedule, scope, risk mitigation and contingency plans

Internal Stakeholder

• Heads of WPB
• Segment Marketing, Product and Proposition
• D&A, CRM, Content Studio, Digital Commercialization and Engagement
• Compliance, Legal and Product Management Function
• Successful relationships built with positive feedback from key stakeholders
• Outcomes of SLA arrangements through stakeholder feedback
• Number of "fails" as a result of governance aspects in the development and implementation of change controls credited to stakeholder management

Leadership & Teamwork [COMPLETE 3-4 AREAS]

• Work collaboratively across all parts of WPB and AMH teams
• Provide the judgment and expertise across all aspects of area of responsibility
• Strong yet approachable, engaging and persuasive personality
• Build and sustain commitment to long term goals across multiple teams - drives people advocacy, trust, confidence and integrity to inspire enthusiasm for achieving these
• Be seen as a champion of sharing best practice and knowledge globally
• Feedback from direct and indirect team in the matrix on behaviour and values
• Level of innovation applied to business problems that result in a step change to business performance

Operational Effectiveness & Control [COMPLETE 3-4 AREAS]

• Identifying key risks, issues and interdependencies and provide appropriate mitigation strategies
• Supporting audit / independent programme assessments as required
• Responsible for ensuring SLA's are achieved at specified cost
• Work with Operational Risk and other key functions to define the optimal balance between security, customer convenience and work processes
• Satisfactory audits
• Achievement of key targets
• Adherence to Risk, Compliance, Global Standard and FCC requirements

Major Challenges (The challenges inherent in the role that require a continual test of the role holder's abilities)

• Establishing and ensuring clear line of sight between Global, Regional and AMH customer journeys and commercial accountabilities will be a core challenge as the organisational transformation occurs
• Internally, the jobholder is continually challenged with capacity constraints and scarce resources/budget, and faces conflicting demands from various stakeholders
• Maintaining traction and pace whilst adhering to internal and external governance
• Create win - win scenarios between the digital business performance agenda and other stakeholders e.g. CVM, Retail products
• Identify the activities that meaningfully drive customer engagement, behaviour and Proposition value
• A core challenge is innovation and staying ahead of the market

Requirements

Requirements

• Strong Commercial Orientation with the ability to leverage data and analytics to gain insights
• Strong digital marketing network and expertise with competency across Digital Measurement (how to measure, and the tools); Digital Media (SEM, Programmatic) and Marketing Technology (CDP, Site Analytics, Site Optimisation, etc.)
• Strong leadership in developing differentiated, segmented sales and communication strategies
• Background strategy in digital business, digital sales development and digital marketing
• Sound knowledge of retail banking products
• Strong understanding on how to drive growth end to end via digital sources and levers (paid, own, segmentations, funnel)
• Experience in developing internal communications; plans, wins, challenges, local market success, and management meeting with markets
• Proven ability to navigate and deliver results in a matrixed organization
• High level of influence and personal gravitas
• Experience in both developed and emerging markets
• Proven ability to lead and influence global teams
• Likely to have Strategic consulting background combined with direct operating experience
• Postgraduate education preferable
• Respectful of different cultures, working with colleagues from across all 5 regions

You'll achieve more when you join HSBC.
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Issued by The Hongkong and Shanghai Banking Corporation Limited.