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Senior Marketing Manager, Brand Strategy & Programmes

Job in Hong Kong
Company: HSBC Group
Contract position
Listed on 2021-06-06
Job specializations:
  • Marketing/PR
    Branding, Marketing Manager, Product Marketing
  • Management
    Brand Manager
Job Description & How to Apply Below
Senior Marketing Manager, Brand Strategy & Programmes:0000F2 V5  Description

The health and safety of our employees and candidates is very important to us. Due to the current situation related to the Novel Coronavirus (2019-nCoV), we’re leveraging our digital capabilities to ensure we can continue to recruit top talent at HSBC. As your application progresses, you may be asked to use one of our digital tools to help you through your recruitment journey.

If so, one of our Resourcing colleagues will explain how our video-interviewing technology will be used throughout the recruitment process and will be on hand to answer any questions you might have.

Some careers grow faster than others.

If you’re looking for a career that will give you plenty of opportunities to develop, join HSBC and your future will be rich with potential. 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.

Global Marketing uses creativity and business flair to help drive top-line revenue growth for our Global Businesses by optimising marketplace opportunities, our brand strength and customer insight.

HSBC are accelerating plans to transform, building on agility, innovation and customer centricity as we become a bank fit for the future. This role is part of the Global Marketing function. The function focuses on understanding present and future customer needs, identification of market opportunities, development and execution of marketing strategies, and programmes. The ultimate goal is to drive improvements in HSBC brand equity and contribute to customer growth, revenue growth, increase customer value and satisfaction in order to meet agreed objectives and key results

We are currently seeking a high caliber professional to join our team as Senior Marketing Manager, Brand Strategy & Programmes.



  • The primary accountabillity of this role is to support the creation of the regional brand strategy, development and implementation of different brand programmes in the region and develop measurement approach for demostrating brand as an investment in driving business growth
  • Geographical Remit across all markets in the ASP Region
  • The role holder is accountable to the Head of Brand & Brand Partnerships (ASP)
  • The role holder is responsible to each of the lines business in the ASP region in achieving their vision and objectives through marketing activity.
  • The role holder will deliver this through unlocking market opportunities through insights, marketing science, data and analytics, creativity and innovation
  • The role holder must support achievement of the HSBC vision, values, goals and culture in personal behavior, actions and decision making
  • Accountabilities for Business, Customers and Stakeholders

  • Support the Head of Brand & Brand Partnerships in continued development of customer led, insight driven, locally relevant business driving brand strategies across the ASP region
  • Develop and implement various brand programmes in the region including always-on content, XLOB collaboration, Corporate Sustainability promotion
  • Support local markets with local in country brand programmes ensuring fit with Group Brand positioning and purpose
  • Collaborating with Group Brand & Social Media team to develop and amplify brand and partnerships content on owned and social media channels
  • Collaborate with Reputation and Corporate Sustainability on key programmes (eg Plan for the Planet, D&

    I initiatives etc.) to ensure these are all building to and supportive of our brand vision and purpose.
  • Drive XLOB collaboration on different brand activities to drive a consistent Brand message across HSBC
  • Designing and producing content for paid and owned channels as well as for RM sales enablement
  • Identification and rollout of tools and platforms for cost efficient in house content development
  • Working with Social Media Monitoring team to unearth relevant and topical insights to inform content development and strategy
  • Lead relationship with Agency partners in ASP to create compelling, brand and business stories
  • Working closely with business and Marketing partners to develop integrated Brand strategies / programme for ASP
  • Be a customer champion and adopt agile ways of working
  • Leadership & Teamwork

  • Escalation of local and regional issues/opportunities to global team where necessary to influence global strategy.
  • Required to work with a broad range of internal and external stakeholders across local and regional marketing and business teams to ensure excellence in execution, buy in to strategic objectives and fair outcomes for all
  • Lead a team of to the 3 other brand strategy & programme managers in the ASP Hub team, providing guidance, coaching and mentorship
  • Own the relationships on behalf of the Marketing Function for across all business line stakeholders and act as a marketing and market consultant for each business line
  • Lead and leverage appropriate resources to deliver Marketing plans and activities
  • Be a key point of contact for Global Marketing
  • Champion commerciality across marketing, including providing access to learning opportunities around key strategic initiatives
  • Encourage and enable constructive cross-country and cross-business collaboration
  • Demonstrate Customer Centricity by thinking and acting beyond product sales
  • Adopt and champion the agile ways of working in marketing and participate in business value streams/ cross-functional teams
  • Demonstrate and champion a speak-up culture by challenging actions and behaviours that are not consistent with HSBC's policies and/or the best interests of the business and its customers
  • Qualifications


  • Modern Marketing professional with understanding of latest developments in the marketing and media world
  • Have depth of both classical and contemporary channels
  • Have a penchant for learning
  • Understand the use of data and analytics in deriving customer value
  • Be passionate about the customer and be obsessed with customer outcomes
  • Be passionate about the role of creativity in driving growth
  • Degree level qualification in marketing and/or business studies preferred.
  • Minimum 10 years of Brand marketing experience with relevant exposure to social media and content development (either in house or agency side)
  • Proven understanding of customer insights and their role in marketing strategy development and delivery as well as marketing communications development
  • Good understanding of technology developments and emerging consumer and industry trends
  • Able to influence at senior level to drive improvement. Proven ability to influence leadership teams
  • Proven ability to be a self-starter with energy and drive in a challenging and dynamic environment
  • Ability to think innovatively, shaping and communicating new concepts
  • Ability to bring key stakeholders and Functional colleagues with them as marketing strategies and plans are developed
  • Ability to distil complex business and customer environment into simple, strategically sound and insight led stories
  • You’ll achieve more when you join HSBC.

    HSBC is committed to building a culture where all employees are valued, respected and opinions count. We take pride in providing a workplace that fosters continuous professional development, flexible working and opportunities to grow within an inclusive and diverse environment. Personal data held by the Bank relating to employment applications will be used in accordance with our Privacy Statement, which is .

    Position Requirements
    Less than 1 Year work experience
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