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Role purpose (overall high-level summary of the role)
This role is part of the UK Marketing function which is focused on supporting the strategic and revenue growth priorities of Commercial Banking (CMB). This business line manages relationships with businesses ranging from small start-ups to some of the world’s largest and most complex multi-nationals.
The role sits within the Marketing Technology team which is responsible for driving the adoption and commercialisation of Martech platforms for CMB, including CRO (e.g. A/B testing and personalisation), customer data platform and overall optimisation activities. The team works alongside the Public Website and Integrated Marketing teams to deliver holistic solutions that enhances customer experience, maximises conversion and value of our marketing investments.
This role is responsible for ensuring the use of technology is driving measurable business value by harnessing data, automating key parts of the digital journey and empowering the wider marketing team with a deeper understanding of customers and qualified prospects.
- Conduct website and campaign performance analysis for actionable insights, to inform data driven decision making and optimise marketing strategies at relevant touchpoints across the customer journey (e.g. website, email, paid media ads, etc.)
- Commercialise the Marketing Technology capabilities, working closely with the wider marketing team and business to translate business priorities and requirements to proposals and deliverables
- Refine the audience strategy, continuously look for new data sources and opportunities to integrate segments with marketing activities onsite and offsite
- Deliver meaningful messaging and improve customer experience through personalisation, working closely with the business and wider marketing team to drive commercial targets
- Plan, manage and implement the experimentation roadmap to enhance user experience and remove pain points in the conversion process; from hypotheses generation and prioritisation to activating experiments and test analysis.
- Ownership of roadmap and deliver programs of activity from end to end on time and on budget
- Maintain a best in class, collaborative working relationship with Global Marketing to ensure best practice sharing and two-way support
- Support on more complex adhoc analytical requests (e.g. journey mapping, campaign or page deep dive, etc.)
- Integrate, adopt and operationalise additional marketing technology capabilities that come online
- Support a framework and operating model for Marketing Technology enabled activity, continuously review and implement workflows to maximize efficiency and governance
Governance and Committee Memberships (membership of ExCos, Risk Management Meeting)
Accountabilities for Business, Customers and Stakeholders
Impact on the Business
- Execute personalisation and A/B testing activities in support of key campaign objectives and commercial targets
- Ensure our marketing technology strategy and roadmap has stakeholder buy in and fully aligned to strategic business goals
- Evaluate success with ROI evidence where relevant
- Improve the performance of digital marketing through better use of PWS, tracking and optimisation
Customers / Stakeholders
- 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
- Drive introduction and adaptation of best practices. Liaise with marketing across HSBC globally, sharing best practice, common standards and approaches
- Be aware of change within the industry to identify new opportunities to deploy new techniques and methodologies to increase effectiveness and accountability for impact on the business and increase brand engagement and advocacy
Leadership & Teamwork
- Identify opportunities to build own capability, through coaching and skill building as required
- Demonstrate an understanding of marketing requirements/needs in the wider business in order to build stronger relationships with key stakeholders
- Active and engaged member of the UK Marketing team
- Support the people agenda and role modelling the HSBC values
- Represent the CMB team internally and externally with clients and other third parties
- Support a focus on creating sustainable change, with a one-bank mindset
Functional Knowledge
- Direct and proven broad based business experience, ideally within a Financial Services based institution
- Proven track record of using marketing technology tools to drive objectives (such as Tealium CDP, Heap Analytics, Contentsquare and Optimizely or other similar Martech platforms)
- Project management and process skills
- Demonstrable passion for testing and learning new approaches to channel usage
- Attention to detail and a drive for excellence and quality
- Strong written and verbal communication skills
- Ability to multi-task and handle different campaigns at the same time
- Strong analytical skills with the ability to interpret data and produce actionable insights
- Experience and evidence of managing and collaborating with cross-functional teams within a complex organisation
- Ability to think innovatively, shaping and communicating new concepts
- Proven ability to be a self-starter with focus and drive in a challenging regulatory and dynamic environment
- Commitment to putting the customer at the heart of all development and implementation activities.
- Knowledge / experience of Agile ways of working
- Basic HTML experience preferred
