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B2B Marketing Data Strategist

Posted 22 Mar 2024
Work experience
0 to 1 years
Full-time / part-time
Full-time
Job function
Degree level
Required language
English (Fluent)

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Role Purpose

  • The Data strategist will work within UK CMB Marketing, supporting the Marketing Transformation (MT) business initiative and implementing the MT initiatives in UK.
  • Marketing Transformation Program (MTP) is key to the Global CMB Strategic Business Objectives (SBO), The MTP is charged with defining, developing and implementing a “new-state” of B2B Multi-channel marketing strategy and capabilities (digital/ marketing technology capability enhancements and development of CMB’s digital customer experience.) The MTP’s aim is to redefine the customer experience across all marketing touch-points (PPC, HSBC website, email marketing, SEO, display, social media, etc. or online banking and RM) and to deliver competitive advantage and enhance CMB’s unique global positioning.
  • This is a key data strategist position responsible for supporting delivery of the enhancements being made to digital CMB mark eting and customer experience management in UK. The candidate will demonstrate a good understanding of key tre nds and areas of innovation which influence the way we interact and engage with our external customers and our internal stakeholders and audience. These should include digital marketing, Marketing Automation, Customer Relationship Management, Agile working practices, data and analytical tools and how this helps us to be more customer centric.
  • The role holder is accountable to Global CMB Marketing Transformation Lead and will be working dedicated to UK market. He/She will deliver the marketing transformation platforms and functions in terms of digital marketing capability and financial objectives aligned with ambitious business objectives for CMB Business lines for UK market.
  • The job holder’s primary work place will be London, secondary work place will be Birmingham.
  • The job holder’s responsibilities include:
  • Be the bridge between local stakeholders and support functions to ensure delivery
  • Be the bridge between global MTP team and multiple local stakeholders to understand the country specific requirements
  • Lead the relationship with IT to contribute to country implementation plans, and work on the business and strategic architecture for the initiative
  • Be the owner of MTP, support communication of opportunities across marketing functions for best practice and optimization
  • Support feeding programme visions with data and analytics
  • Be the owner of the platforms and capabilities under marketing transformation programme, detect the challenges in regards to implementation and enablement of these capabilities in UK market
  • Discover and solve data integration challenges in the local market to realise the target model of marketing transformation program
  • Work closely with business and marketing partners to develop integrated marketing data approach to support revenue maximization and market/wallet share, in alignment with the broader business strategy
  • Be the subject matter expert on data, analytics and Martech tools for local team and stakeholders
  • Be the ambassador of data driven insight in UK B2B Marketing and implement the data integration layer locally
  • Support measurement framework at market level and make sure that the SBO KPIs are collected on time
  • Support local campaign managers by producing data insight to optimize the UK Market contact strategy.
  • Implement global use cases at market

Key Accountabilities

Impact on Business

  • The jobholder will be accountable for and must be able to:
  • Display a deep understanding of complex data and its role in the assessment and development of strategic initiatives, campaigns, contact management, assessment of performance and ultimately return on investment
  • Build solutions to determine how legacy data and data systems can be transformed and utilised for new initiatives
  • Ensure data driven insight is incorporated to the MT initiative
  • Define use cases for proposed new investments and vendors for the MT initiative
  • Build out programme visions with data and analytics
  • Be the bridge between local regulatory, compliancy and legal teams to complete project plans and due diligence steps of MTP
  • Be the bridge between global MT team and local stakeholders, including local IT and analytics teams to detail the country specific requirements
  • Outline detailed business requirements for the use cases within UK CMB & GBM
  • Work with IT to develop country implementation plans
  • Work on the business and strategic architecture for the initiative
  • Support the global, regional and local marketing teams by delivering globally scalable tools for measurement and analysis of performance
  • Support the communication of opportunities across marketing functions for data usage and measurement best practice and optimization
  • Work closely with business and marketing partners to develop integrated marketing data approach to support revenue maximization and market/wallet share, in alignment with the broader business strategy
  • Ensure the appropriate level measurement is planned and executed by being a subject matter expert on data and tracking within the marketing team,
  • Work with UK CMB Data and Analytics team to gather relevant Business KPIs
  • Ensure local development and deployment of the measurement framework and its capabilities

Customers / Stakeholders

  • The job holder works with a range of key internal business and marketing stakeholders to achieve results, share outputs and best practice.
  • The job holder works with a range of key internal support functions, such as operations and technology, to achieve results.
  • The job holder works with a number of marketing agencies, support vendors and platform providers to develop and deliver new and improved capabilities, as well as ensure maximum value from these supplier relationships.
  • The job holder collaborates effectively with RBWM and Private Bank marketing teams as appropriate to share best practice

Leadership & Teamwork

  • Live the HSBC and Team values:
  • Be positive, professional, enthusiastic, approachable and challenge ideas to add value
  • Take personal ownership and responsibility for identifying problems, solution development and implementation
  • Work seamlessly with other members of the UK CMB&GBM Marketing and Global Marketing Transformation teams

Operational Effectiveness & Control

  • Follow marketing financial process, procedures and manage within the marketing budget allocated.
  • Review and monitor the effectiveness of activities to meet Global Brand and Marketing objectives.
  • Develop, deliver, and measure agreed upon activity plans in line with the agreed processes.
  • Manage risk to help mitigate financial loss or reputational damage to the organisation.
  • Ensure the risk acceptances and mitigation actions are renewed timely and enhanced if required.
  • Ensure the programme remains compliant with internal policies, procedures and regulations.
  • Ensure the new/existing agencies who would like access to HSBC owned platforms/data complies with the required processes in regards to data privacy, legal and procurement.

Major Challenges

  • Display an in depth understanding of data and its role in marketing activities including assessment and development of strategic initiatives, campaigns, contact management, assessment of performance and ultimately return on investment
  • Be a subject matter expert in data in B2B context, self-driven and authoritative in their ability to support requirements for related activities
  • Be solution-oriented, able to think through complex and unique problems and deliver simple solutions
  • Be confident in their ability to communicate clearly, and build and sustain strong relations across teams ranging from business to data analytics and IT
  • Deliver long-term sustainable growth for the returns on marketing campaign spend and with increasing levels of accountability
  • Manage internal stakeholders that are spread across multiple teams and functions
  • Balance requirements to support both CMB and GBM marketing needs
  • Be able to work with colleagues and teams based in multiple and remote locations
  • Understand different practices and requirements generated by legacy systems, be proactive and diligent in finding solutions and deliver results
  • Work with multiple stakeholders and direct or indirect reporting lines

Role Context

  • Global Marketing strives to put the customer at the heart of everything we do.
  • The function supports the business in driving top-line revenue growth across our key geographies.
  • Marketing continues to support the business to deliver a customer-focused approach to global standards and regulatory agenda.
  • The marketing function is transitioning to a more automated and focused operating model – this role will be critical in contextualizing how this will impact and transform B2B Marketing activities in HSBC

Role Dimensions

  • The Global CMB and GBM businesses operate in over 60 countries and territories, with c.3m and 4,000 customers respectively. The CMB & GBM businesses are the largest of the four Customer Groups in terms of contribution to HSBC Group profits. The combined businesses generated a PBT of $14bn in 2018.

Management of Risk

  • The role holder will continually reassess the operational risks associated with the role and inherent in the business, taking account of changing economic or market conditions, legal and regulatory requirements, operating procedures and practices, management restructurings, and the impact of new technology.
  • This will be achieved by ensuring all actions take into account the likelihood of operational risks occurring and by addressing any areas of concern in conjunction with line management and/or the appropriate department and adherence to both marketing and business risk appetite.

Observation of Internal Controls

  • The jobholder will also adhere to and be able to demonstrate adherence to internal controls. This will be achieved by adherence to all relevant procedures, including Marketing FIM and Anti-Bribery & Corruption processes. The jobholder will also keep appropriate records and, where appropriate, the timely implementation of internal and external audit points, including issues raised by external regulators.
  • The jobholder will implement the Group compliance policy by containing compliance risk in liaison with Global Head of Compliance, Global Compliance Officer, Area Compliance Officer or Local Compliance Officer. The term ‘compliance’ embraces all relevant and financial services laws, rules and codes with which the business has to comply.
  • This will be achieved by adhering to all relevant processes/procedures and by liaising with Compliance department about new business initiatives at the earliest opportunity. Also and when applicable, by ensuring adequate resources are in place and training is provided, fostering a compliance culture and optimising relations with regulators.

Qualifications

  • Be the subject matter expert on data and marketing technology. Experience in data analyses, data collection systems and strategies that optimize efficiency and quality.
  • Experience in data analyses, data collection systems and strategies that optimize efficiency and quality.
  • Being a subject matter expert on data and tracking, ensuring that the appropriate level measurement is planned for and executed for activities.
  • Be the subject matter expert on marketing technology, passion for research and keeping up with industry trends and developments.
  • Excellent analytical skills with extensive exposure in one or more of the following areas: acquiring data from primary or secondary data sources, data integration, database marketing, data and project management, and change management.
  • Knowledge of widely used statistical and reporting packages.
  • Range of strategic and operational marketing experience, including demonstrable success in supporting/managing automated data driven marketing campaigns.
  • Demonstrable understanding and experience in data quality practices, in a complex architecture environment and complex entity hierarchy models is a plus.
  • Experience in digital marketing platforms, including but not limited to marketing automation, web analytics, customer data platforms, event management.
  • Understanding of operating models and target operating model design.
  • A successful track record of delivering complex projects and/or programmes, utilising appropriate techniques and tools to ensure and measure success.
  • A strong background in marketing transformation and digital transformation programs is a plus.
  • Familiarity with current global macro-economic trends and broad knowledge of B2B financial services.
  • Demonstrable data management experience ideally in big volume of data management and transformation from legacy systems, able to fully grasp of data management complexity
  • Demonstrated understanding of data privacy and regulatory requirements in regulated industries, experience of cross border data regulations is a plus.
  • Good understanding of digital marketing activities on channels like Social, website, SEO, Display, PPC, proven track record of implementing campaigns/assets on channels like branch, online banking, web and digital channels is a plus Demonstrate a passion for testing and learning new approaches to channel usage.
  • Demonstrated commercial acumen, ideally with some external to HSBC within a FS based institution or in a B2B role.
  • Proven ability to commercialize analytical findings.
  • A flexible and adaptable management style with experience of developing self and others.
  • Excellent written and spoken communication skills; an ability to communicate with impact, ensuring complex information is articulated in a meaningful way to wide and varied audiences.
  • Ability to be innovative while shaping and communicating new concepts.
  • Built effective networks across business and support function areas, developing relationships based on mutual trust and encouraging others to do the same. Proven ability to challenge the status quo and think outside the box through data driven insight.
  • Comfortable dealing with ambiguity and changing environment, strong sense of ownership and drive.
  • 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 with minimum supervision.
  • Commitment to putting the customer at the heart of all development and implementation activities, desire to find ways to continually improve the service delivered to customers

HSBC is one of the world’s largest banking and financial services organisations. We serve around 38 million customers through four global businesses:
• Commercial Banking
• Retail Banking and Wealth Management
• Global Banking and Markets
• Global Private Banking
Our network covers 66 countries and territories in Europe, Asia, the Middle East and North Africa, North America and Latin America.
With around 3,800 offices worldwide, we aim…


HSBC is one of the world’s largest banking and financial services organisations. We serve around 38 million customers through four global businesses:

• Commercial Banking
• Retail Banking and Wealth Management
• Global Banking and Markets
• Global Private Banking

Our network covers 66 countries and territories in Europe, Asia, the Middle East and North Africa, North America and Latin America.

With around 3,800 offices worldwide, we aim to be where the growth is, connecting customers to opportunities, enabling businesses to thrive and economies to prosper, and ultimately helping people to fulfil their hopes and realise their ambitions.

Finance & Banking
London
10,001 employees