VP, Emerging Affluent 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 productsSupport 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 customersDevelop 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 usPlan 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  engagementIdentify opportunities to test and learn marketing initiatives, including marketing innovationWork 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 prioritiesManage budget and track expenses in accordance with the department's guidelinesEnsure all activities adhere to established marketing processes and policies and reinforce the brand valuesManage events to build client engagement throughout the year and support Sponsorship events' related workstreamsTrack the effectiveness of campaigns across the entire marketing funnel, by leveraging in-house measurement tools, attribution models and external brand tracking methodologiesBe the engine of creative ideation on how to maximize the growth of this segment, working alongside the proposition, sales and product teamsWork 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 conversionsProven 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 FunnelAgile and a self-starter with a passion for marketing and/or digital and able to work under pressure with a positive spiritBe a team player yet able to work independently and lead on projectsBe able to influence, manage and build relationships with multiple stakeholders with the proposed Marketing strategy and planBe creative & innovative with alternate options on delivering an effective Marketing planHave a performance driven attitude and mindsetBe energetic, versatile and be constantly ready to accept to perform duties beyond stated scopeHave sound knowledge of integrated marketing especially digital and social marketingModern Marketing professional with understanding of latest developments in the marketing and media worldUnderstand the use of data and analytics in deriving customer valueDegree level qualification in finance, analytic and/or business studies related discipline preferredMinimum 10-12 years broad based business experience within a Financial Service based institution, or an innovative performance marketing based institutionProven 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.

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