Digital Customer Engagement, Personal Relevant Communications

Job description

HSBC Bank Canada, a subsidiary of HSBC Holdings plc, is the largest and leading international bank in Canada. HSBC serves customers worldwide through an international network of around 3,800 offices in 66 countries and territories in Europe, Asia, North and Latin America, and the Middle East and North Africa

We help companies and individuals across Canada to manage their finances through three global business lines: Commercial Banking, Global Banking and Markets, and Retail Banking and Wealth Management.

It's this global connectivity that you will find yourself inspired and collaborating with colleagues not just locally but also across continents and cultures.

About Retail Banking & Wealth Management

Retail Banking and Wealth Management serves millions of customers worldwide, helping them manage their day – to day finances and save for the future. We also connect institutional and retail clients with investment opportunities through our Global Asset Management division. We are committed to building long-term relationships with our customers, offering products and services to help them reach their goals and aspirations. We continue to exponentially grow our market share in Canada year on year.

Key Objectives for Digital Customer Engagement, Personal Relevant Communications:

This role is based in Toronto, and is part of the Digital as a Channel Team (DaaC). DaaC Delivers personalized and relevant experiences to our customers and sales for HSBC Canada by acquiring, engaging and servicing them through digital channels (hsbc.ca, Online Banking, HSBC Canada app, Email and Social).

Accountable for leading the drive for Digital Banking customer engagement and retention through the successful delivery and commercialization of all personal and relevant messaging delivered through HSBC's Group Communications Hub platform technology. This position supports the Senior Manager, Digital Engagement.

With direction and support from the Local Digital Engagement Team and Global Personal and Relevant Digital Experiences, the successful candidate is responsible for connecting with customers to grow digital engagement and servicing Key Performance Indicator's, and sustain and increase retention and loyalty. The role is responsible for identifying, planning, executing and tracking/analyzing personal and relevant content and experience based communications, leaning heavily on customer lifestyle and lifecycle; environmental cues; and customer behaviors. A keen understanding and knowledge of local market, global and external best practices is key for this role.

This role will work closely with Credit Risk Management, Customer Analytics, and the Global Personal and Relevant Customer Experiences Team to identify audiences, deliver/execute, and evaluate program results. Collaborate and consult with the SM, Digital Engagement, to define yearly Digital Engagement targets contributing to Canada's overall digital performance metrics.

Other working collaborations include the following key stakeholders: Customer Value Management (Product Teams), Marketing, Various Digital Product owners, Private Wealth Solutions owner, agencies, Digital Center of Excellence, Legal, Regulatory Compliance, Channel Optimization team and more.

This role will also collaborate and consult with the Senior Manager, Digital Engagement, to define yearly Digital Engagement targets contributing to Canada's overall digital performance metrics.


Principle Accountabilities:
· Accountable for delivery of CANADA Personal and Relevant Digital communications and experiences strategy and implementation.
· Key contributor to delivery of the CANADA Digital strategy and digital implementation.
· Build Key Performance Indicator tracking into tactics; utilizing the data received + research to support conclusions. Prepare weekly and monthly reporting.
· Lead campaign design and build to test copy across various channels and audiences, to find opportunities to drive incremental growth.
· Accountable for supporting CANADA market with all business activity (including internal/external communications, training and operational impacts) to support launch and maintenance of the program
· Accountable for leading the transition from strategic programme to operationalized ongoing communications process across CANADA ensuring robust governance and minimal disruption to services
· Accountable for leading process review activity to benchmark effectiveness and define strategy for continuous improvement of communications and engagement.
· High level customer impact:
· In order to deliver the strategic objectives, the role holder will need to work at the highest level and with Product Digital leads within Digital Cross Functional Teams and Digital Center of Excellence.
· Work collaboratively with Credit Risk Management and Customer Value Market teams to drive and support customer engagement and retention
· Collaborate with Global Digital Engagement, in support of implementation of the feature playbooks and contribution to digital Key Performance Indicators.

· Proactive management of all in flight Digital initiatives highlighting and taking action to mitigate risks and issues, ensuring deliveries in on time and to quality standards with minimal disruption.
· Deliver fair outcomes for our customers and ensure own conduct maintains the orderly and transparent operation of financial markets.
· Provide leadership across internal communications, marketing, agency engagement and training to ensure a cohesive program of communications activity
· Provide Subject Matter Expertise (SME) across all areas of responsibility.
· Promote an environment that supports diversity and reflects the HSBC brand.

Desired profile

Qualifications :

Knowledge & Experience / Qualifications:

·  Bachelor's Degree in Business, Marketing or equivalent
·  5-7 years leadership experience in designing and implementing marketing communication strategies
·  Strong digital expertise and a digital first mindset
·  Exceptional analytical, planning and governance skills
·  Experience in strategy formation and campaign management
·  Leadership experience in customer focused organizations, in disciplines such as digital, marketing or change management skills motivating and inspiring others to excel
·  Outstanding Subject Matter Expertise of online and mobile channels, including technical, market place and customer considerations.
·  Strong commercial focus, ability to balance risks vs. rewards and maximize cost effectiveness and profitability for the business.
·  Highly developed communication skills, both written and verbal, to explain complex or technical issues
·  Pragmatic decision making skills, with the ability to make clear judgments based on data and understand the implications.
·  Ability to lead and influence global and local teams
·  Excellent negotiation and relationship management skills to satisfy a wide range of internal and external customers with conflicting priorities
·  Excellent understanding of marketing methodology, frameworks and best practice
HSBC Proud



In 2018, HSBC Bank Canada was named one of the “Best 50 Corporate Citizens” in Canada by Corporate Knights magazine. HSBC was also the first company to be recognized as a top performer in gender diversity within the financial services sector, as part of a new Corporate Knights initiative to recognize leaders in this space.

Join HSBC, and benefit from the following:

·  Career Development: Within your current role, as well as Canadian and international opportunities
·  Company Reputation: Offering prestige, strength, and longevity
·  Business Growth: Underpinned by our drive, and the highest banking standards
·  International Connectivity and impact: Build global relationships and be a part of international initiatives
·  A diverse workforce: Reflecting our belief that diversity of thought, background and perspective make HSBC a stronger organization
·  Corporate Sustainability: We build our business for the long term by balancing social, environmental and economic considerations in the decisions we make.