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HSBC Private Bank seeks to be the leading international private bank for business owners and their families. It provides clients with wealth, business and family succession solutions in the largest and fastest growing markets around the world. At HSBC Private Bank, we put our clients at the centre of everything we do.
Role Purpose
Global Private Banking (GPB) Marketing is focussed on supporting the strategic growth priorities of the business across all geographies in which GPB operates. The function champions a deep understanding of HNW and UHNW clients to develop, execute, and optimise Marketing strategies across the marketing mix.
This role is within the central marketing team which has responsibility for the overall GPB marketing strategy, brand and the digital channels that GPB utilises. The objective of the team is to work across the marketing funnel to raise awareness of the brand, develop highly engaging Thought Leadership activated across paid and organic channels, ensure prospects can easily find GPB in the digital ecosystem and work with product/proposition teams to develop effective go-to-market strategies.
The team works closely with a wide range of stakeholders including 3 regional marketing teams, Chief Investment Office (CIO), Investment and Wealth Solutions (IWS), as well as a far wider network reaching into WPB, CMB and GM. In addition to HSBC teams, there are a number of agency partners that support GPB marketing activity across creative, media buying and strategy.
The team aspires to be at the very pinnacle of wealth marketing whereby clients and prospects are increasingly engaging with brands in a digital environment and where many of our competitors are highly active. Reaching these clients and creating a positive brand perception is notoriously challenging and the GPB marketing team is continually looking to utilise the latest innovations and marketing science to deliver a premium brand experience.
The Senior Marketing Manager is responsible for the end-to-end delivery of initiatives that promote the expertise of GPB across all of the markets that we operate within. This includes working with business stakeholders to develop proprietary thought leadership, creating marketing and communication plans, obtaining funding and executing across the marketing mix. This will require close collaboration with wider marketing stakeholders as well as with communications teams.
The role holder is responsible for:
- Creating multi-channel marketing plans to promote GPB expertise into markets including owned, earned and paid channels
- Developing industry leading thought leadership around investment themes for all GPB audiences (Next generation, UHNW, family businesses amongst others)
- Utilising trend mapping tools and customer insights to identify opportunities to deliver hyper-relevant thought leadership
- Establishing a new approach to lead generation of prospects through thought leadership initiatives
- Selecting and owning agency relationships to deliver thought leadership programmes
- Identifying and executing global partnerships that elevate GPB expertise
- Collaborating with GPB Communications colleagues to achieve earned media (PR) outcomes
- Providing senior GPB stakeholders with talking points for key appearances, including the CEO
- Supporting new markets to gain traction in their market with thought leadership programmes
- Co-writing reports, website copy and other marketing assets in collaboration with subject matter experts
- Working with thought leaders within to GPB to develop content roadmaps and to improve effectiveness of their marketing communications
- Co-ordinating globally focussed client events both in-person and digitally when required
- Supporting the Global Head of Marketing to plan the c.USD22m GPB marketing budget
- Ensuring compliance with regulatory and legal frameworks particularly cross-border
- Being a core contributor to the overall GPB Marketing Strategy
- Leading other project work on an ad hoc basis
Knowledge & Experience / Qualifications
- A natural strategic thinker who is able to unpack business challenges and develop effective marketing strategies
- Able to demonstrate knowledge of the key client needs that High Net Worth clients have including wealth planning, investing, and legacy/succession.
- Experience of working in a wealth management or investment business, either within an investment or wealth planning focussed team or in a marketing function
- An awareness of developments in digital marketing including new and evolving channels and their challenges and merits
- A creative skillset that supports thinking in an innovate and fresh way
- An ability to operate in a fast paced environment with the confidence to take informed decisions to enable the smooth and timely delivery of campaigns
- A critical eye for detail in order to offer agency partners and colleagues valuable input on their work to ensure the GPB brand is delivered in a premium way
- Exceptional verbal and written skills with the ability to turn complex ideas into clear and compelling strategies, stories and approaches.
- Strong stakeholder management skills with experience of managing senior executives
- Resilient and comfortable with ambiguity.
- Experience of working within large-scale global organisations.
- Highly commercial in approach.
- Strong language skills beyond English desirable but not essential (particularly French, Spanish or Chinese).
- Engaging and energetic team player with a positive “can do” attitude.
You’ll achieve more when you join HSBC.
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