VP, Digital Acquisition Marketing

We are currently seeking a high calibre professional to join our team as a VP, Digital Acquisition Marketing.

In this role you will:

• Be mainly responsible for developing and implementing Emerging Affluent segment marketing strategies and activities through various strategic campaigns in support of the businesses to achieve their strategic objectives bundling CASA with cards, loans and other retail products
• Support revenue growth of the Emerging Affluent (EA) segment via integrated Full Funnel, data-driven marketing activities that increase awareness, consideration, and adoption of products amongst existing and new customers
• Develop and build marketing campaigns based on customer insights and pain points, and to effectively acquire quality EA customers who will eventually kickstart their wealth journey with us
• Plan and deliver full funnel marketing approach across offline channels, social media, digital channels and affiliate partners that drive conversions. Be the person driving high quality digital acquisition and engagement
• Identify opportunities to test and learn marketing initiatives, including marketing innovation
• Work with various creative, media and digital agencies and manage and lead end-to-end campaign planning, evaluation and reporting. Ensure that end-to-end performance tracking is in place (from applications to conversion)
• Work independently to nurture and manage internal (business, compliance, legal, group communications) and external (agencies, production, partners) stakeholder relationships and ensure alignment with business priorities
• Manage budget and track expenses in accordance with the department's guidelines
• Ensure all activities adhere to established marketing processes and policies and reinforce the brand values
• Manage events to build client engagement throughout the year and support Sponsorship events' related workstreams
• Track the effectiveness of campaigns across the entire marketing funnel, by leveraging in-house measurement tools, attribution models and external brand tracking methodologies
• Be the engine of creative ideation on how to maximize the growth of this segment, working alongside the proposition, sales and product teams
• Work closely with global stakeholders to be the nodal point of contact for strategic initiatives and events driven at a group level

To be successful you will need:

• Be an expert in full funnel marketing. From awareness to conversions
• Proven ability to lead content, consumer & events marketing and demonstrates ongoing curiosity to learn new things both externally (digital marketing formats/technologies, industry trends) and internally (P&L, other LOBs)
• Highly analytical with keen interest in understanding behavioral, digital engagement/conversion and downstream customer metrics in order to form insights-led marketing strategy across the Full Funnel
• Agile and a self-starter with a passion for marketing and/or digital and able to work under pressure with a positive spirit
• Be a team player yet able to work independently and lead on projects
• Be able to influence, manage and build relationships with multiple stakeholders with the proposed Marketing strategy and plan
• Be creative & innovative with alternate options on delivering an effective Marketing plan
• Have a performance driven attitude and mindset
• Be energetic, versatile and be constantly ready to accept to perform duties beyond stated scope
• Have sound knowledge of integrated marketing especially digital and social marketing
• Modern Marketing professional with understanding of latest developments in the marketing and media world
• Understand the use of data and analytics in deriving customer value
• Degree level qualification in finance, analytic and/or business studies related discipline preferred
• Minimum 10-12 years broad based business experience within a Financial Service based institution, or an innovative performance marketing based institution
• Proven ability to be a self-starter with energy and drive in a challenging and dynamic environment

Opening up a world of opportunity

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Issued by The Hongkong and Shanghai Banking Corporation Limited.