Head of Digital Acquisition HSBC China
HSBC Group
Hong Kong, China


Marketing (MKT) HSBC Marketing exists to drive top-line revenue growth for our Global Businesses by leveraging clearly identified marketplace opportunities, brand strength, customer insights and creative passion to yield sustainable long-

term growth for the budgets and resources deployed. We are currently seeking an experienced professional to join our team.

In this role, you will : The role of the Global Marketing Function is "To drive top-line revenue growth for the Global Businesses by leveraging clearly identified marketplace opportunities, the brand's strength and customer insights to yield sustainable long-

term growth for the budgets and resources deployed and help position the firm to become the world's leading international bank.

The function seeks to -Drive sustainable revenue growth in our target markets-Identify marketplace opportunities and unlock customer insights to generate competitive advantage-

Fully leverage the brand's strength and reputation, as the Group's most precious intangible asset-Deliver a professional, effective and responsive Marketing function at optimal costDigital is one of the growth priorities for Retail Banking and Wealth Management, an essential component of the Retail Banking and Wealth Management strategy.

HSBC is investing massively in Retail Banking and Wealth Management to accelerate digital and streamlining activity globally and Hong Kong is among the six largest markets that we are investing in.

This significant investment will drive the transformation of our operations and sales and distribution network, making it easier for our customers to do business with us, and for us to serve their needs more efficiently and effectively.

Digital provides a huge range of potential interaction points with our customers and prospects both on our own platforms, including email, push and SMS, but also more broadly on the internet using paid and 'earned' media to support 'always-

on' Digital Acquisition. By seamlessly managing all these interaction points and using data to deliver the most relevant content and messaging to our customers and prospects at the right times, the impact to our customers and our business will be enormous.

A major focus of this role will be on developing data driven customer insights to be applied in new digital techniques, whilst working closely with other cross functional teams to develop best practice e-

commerce sales strategy. You will be responsible for managing the digital acquisition activities throughout the funnel, but with a focus on driving the highest quality of traffic through to HSBC owned channels for conversion by our DaaC (Digital as a Channel) team.

Directly responsible for managing agency partners, tracking KPIs, and post-campaign analysis and reporting. Additionally, you will work closely with numerous stakeholders and champion the customer focused objectives, while ultimately achieving annual new digital customer revenue targets.

As HSBC is a complex matrix organization, a large portion of this role's responsibility will include working with colleagues across Customer Value Management (CVM), Marketing, Digital functions, Risk, Compliance and other departments in order to create compelling customer communication while ensuring alignment across local and global functions.


To be successful in the role, you should meet thefollowing requirements :

The role is responsible for delivering to the DigitalAcquisition Contribution to business targets for Cards in China andmanaging and reporting on the Digital Acquisition budget in line with theGlobal Digital Acquisition planning process.

The job holder has a critical role in leading the localDigital Acquisition teams to meet and exceed business objectives all the whileensuring that all activities are customer centric and brand focused.

Challenges include but are not limited to :

  • Thriving in an organisation that is going throughtransformational change with key focus on customers driving customer adoption
  • Evolving from a product led approach to customer ledbusiness approach
  • Understanding that the customer experience begins at thefirst touch point with the brand and continues thru the life-cycle of thecustomer irrespective of the products and channels hence siloed experiencesand communications barriers must be overcome
  • Supporting digitisation of customer journeys anddigitisation of Digital Acquisition
  • You’ll achieve more when you join HSBC.

    HSBC is committed to building a culture where allemployees are valued, respected and opinions count. We take pride in providinga workplace that fosters continuous professional development, flexible workingand opportunities to grow within and inclusive and diverse environment.

    Personal data held by the Bank relating to employment applications will be usedin accordance with our Privacy Statement, which is available on our website. HSBCAXS / AS / *

    Issued by HSBC Bank (China) Company Limited

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