Head of Marketing Digital Commercialisation - CIB

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Through Commercial Banking, our global network offers comprehensive support and services to businesses in our home market of Hong Kong. From expanding overseas, to managing the cash and trade flows of an established enterprise, our team of Relationship Managers and Product Specialists provides a range of end-to-end solutions designed to help small and large businesses reach their potential.

We are currently seeking a high calibre professional to join our team as a Head of CIB Marketing Digital Commercialisation.

This role is advertised in both Hong Kong and London.

Role purpose

The Head of Digital Commercialisation sits within the Global CIB Marketing team, supporting the delivery of the digital marketing strategy for CIB globally.

Reporting to the Global Head of Digital Marketing, this role leads a term of experts in digital content and channels, such as social media and broader paid digital media. The role will be crucial in advising, enabling and executing strategies and programs to deliver on business objectives and agreed digital metrics.

The role holder will need to be an effective player-coach, with deep experience of delivering digital media marketing strategies, experience in digital publishing, digital performance metrics as well as an effective leader and advocate for digital marketing practices across the broader business.

Leadership and Strategy

• Leads a team of experts in social media, focusing on strategy and growth over owned CIB social channels globally.
• Leads the strategy for content on the publishing platforms, ensuring data and analytics inform content creation across multiple media types, working with the Marketing Services Team

Content and Social Media Management

• Owns the social media marketing runway and associated budgets, across always-on campaign activity.
• Oversees the enterprise CIB social channel ecosystem, ensuring channels work cohesively with internal governance teams.

Channel Performance and Optimization

• Oversees and manages SEO and SEM strategy, implementation, and performance to maximize high-quality organic traffic related to commercial priorities.
• Supports regions and markets to track and optimize their search, social, and affiliate marketing performance, including creating playbooks.
• Develops and deploys CIB strategy for digital performance media, in collaboration with Marketing Services

Capability Building and Collaboration

• Leads CIB marketing management of enterprise social tools, including upskilling team members in regional and local teams.
• Sets benchmarks and builds new capabilities for the marketing community to leverage programmatic digital media, including organic, paid search, and paid social media.
• Collaborates with broader digital marketing, commercialization, and business teams to understand insights, client needs, and commercial priorities.

Leadership and Teamwork

• Leadership and Coordination: Demonstrates strong leadership and team management skills, guiding diverse teams and coordinating global CIB marketing and communications.
• Expertise and Guidance: Acts as a subject matter expert in B2B digital marketing, promoting a digital-first approach and providing guidance to teams and stakeholders.
• Communication and Collaboration: Exhibits excellent interpersonal, communication, and presentation skills, effectively conveying complex ideas and collaborating across cross-functional teams.
• Agile and Strategic Goals: Drives an Agile working culture, ensuring strategic goals are met in collaboration with stakeholders to build a sustainable and profitable business.
• Market Engagement and Improvement: Engages with external organizations to understand market trends and seeks improvement opportunities through team and matrix collaboration.
• Culture and Values: Promotes a culture of excellence, growth, and high performance, enhancing customer centricity and experience while leading by example in alignment with organizational values.
• Diversity and Brand Reflection: Creates an environment that supports diversity and reflects the HSBC brand.

Functional Knowledge

• Extensive experience of using AdTech and MarTech platforms to deliver effective paid media campaigns
• Experience in digital publishing platforms and channels
• Experience in building integrated marketing programs, ideally within a B2B and/or financial services context
• Google Analytics and other related tools
• Hands-on and strategic experience with channels such LinkedIn, search (SEO, SEM, GEO), YouTube, X, Email marketing
• Experience and knowledge of china media landscape including Wechat, Baidu
• Extensive experience in paid media strategy and execution
• Expertise in marketing attribution and performance measurement/marketing dashboards
• Broad experience of cultivating a test and learn culture, with a focus on using a data-led approach to consistently optimise performance
• Strong leadership skills and a highly effective communicator with excellent interpersonal skills at a practical operational level as well as a senior level.
• Superior project management skills, capable of managing multiple projects simultaneously using internal and agency resources.
• Proven experience of interactions with Senior Executives across the Group and wider industry as well as effectively managing the Global, Regional and Local matrix
• Strong influence skills across large matrix organisations, and a consultative mindset to enable teams to become better digital marketers

Experience

• Broad and comprehensive understanding of concepts and principles within multiple disciplines or a fast changing discipline

Business / Commercial knowledge

• The role requires a sound understanding of a value unit / product / region / legal entity, alongside a good understanding of the industry and the challenges and changes in the sector.

Leadership

• Management responsibilities for a sizeable team of professionals (including responsibility for budget, and planning)

Problem Solving

• Covers a wide range of activities that require evaluative judgements based on the analysis of factual and qualitative information in complicated perhaps novel situations

Innovation

• Develops new and adapts existing processes for increased quality and efficiency whilst encouraging others to seek new ideas/solutions to day to day problems.

Accountability / decision making

• Latitude to make decisions outside of established procedures but within a policy framework. Broad guidelines are available. Role implements strategy set by others.

Strategic Responsibility

• Implements business plans through own team and is accountable for results.

Communication

• The role requires the ability to guide, persuade and influence others through the developed skills of communication and diplomacy.
• The role requires the ability to negotiate and influence within their team with a high level of influence.

Opening up a world of opportunity

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 available on our website.

Issued by The Hongkong and Shanghai Banking Corporation Limited.