Marketing Analyst

Job description

Role Title: Marketing Analyst
Business: Marketing
New or Existing Role? New
Grade: GCB6

Role Purpose
· This role is part of the B2B Marketing global team which is a part of the Global Marketing function. B2B Marketing supports the two business lines that service businesses and institutions – Commercial Banking (CMB) and Global Banking & Markets (GBM). Our purpose is to support business growth, drive brand value and help improve customer experience by anticipating and exceeding customer needs. These two business lines manage relationships with businesses ranging from small start-ups to some of the world's largest and most complex multi-nationals. It's a world being re-shaped by data, technology and geo-politics, and an exciting time to be working for the world's No.1 Global Bank by brand value.
· As Marketing Analyst, you will support the data analysis for the B2B Marketing function. You will support the selection of partners and maintaining the relationships, establishing data feeds, developing regular and one off reporting, providing analysis and insight on data sets and supporting in the business case development for digital marketing channels activity.

The role holder will be responsible for:

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Supporting an effective and collaborative transformation culture, encouraging the wider team to embrace new ways of working driven by technology and data.

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Supporting the process to select, onboard and establish sound relationships with 3 rd party agencies.

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Gathering and reporting all data relevant to B2B marketing, working collaboratively to create digital acquisition and attrition use cases and creating meaningful BAU and one off reporting.

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Deriving insights from the data, feeding these to relevant areas (e.g. Customer Marketing, Customer Insights), working together to build robust customer profiles.

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Making optimization recommendations across existing MarTech capability and channels such as marketing automation, the public website (PWS) and web analytics that will maximize revenue and increase efficiency of marketing spend and market/wallet share.

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Delivering and implementing global standards and principles that measure and analyse performance to global, regional and local marketing teams.

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Supporting business case development for projects led by the Digital Marketing Channels team.

· The role holder must have experience working with a global data strategy in a B2B environment, demonstrate a comprehensive understanding of external and internal factors impacting the business and customer needs both now and in the future, and an ability to manage a range of stakeholders.

Key Accountabilities

Impact on Business

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Implement effective measurement principles and best practice to deliver the commercial plans (financial and nonfinancial)

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Outline and establish standards in performance measurement and analytics.

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Analyse sales funnels and customer intent

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Measure performance of activity

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Report on KPIs using relevant data from across HSBC

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Analyse competitor benchmarking data

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Recommend optimisations across marketing based on data

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Work closely with coverage and other areas of marketing to identify new opportunities

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Develop clear and effective reporting and modeling


Customers / Stakeholders

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Collaborate with the CMB & GBM Data and Analytics team to gather relevant KPIs and create digital acquisition and attrition use cases.

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Contribute to Digital Marketing Channels business cases

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Provide regional and/or country team(s) with guidance on how best to leverage data to meet the set objectives.

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Deliver global standards that measure and analyze performance to global, regional and local marketing teams.

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Communicate opportunities across regions for best practice and optimization

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Work closely with the Customer Strategy and Insight team to build clear customer profiles

Leadership & Teamwork

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Liaise with marketing across HSBC globally, sharing best practices, common standards and approaches.

· Identify change in the industry and opportunities to deploy new campaign techniques and methods to increase effectiveness and impact on the business, and increase brand engagement and advocacy

Operational Effectiveness & Control

· Follow the business transformation framework
· Follow the marketing financial process, procedures and manage within the marketing budget allocated.
· Identify potential risks and recommend ways to mitigate risks and issues caused by internal and external factors.
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Sets personal objectives to drive personal performance within policy and guidelines.

· Act as a role model across marketing and with business partners.

Major Challenges

Challenges include the need to:

· Support many complex and diverse integration projects.
· Complete diverse due diligence requirements around data privacy for all platforms.
· Engage with stakeholders globally and manage different cultural and logistical factors.

Role Context
A number of factors influence the role:
· Global CMB & GBM marketing strives to put the customer at the heart of everything we do.
· CMB & GBM marketing supports the business in driving top-line revenue growth across our key geographies.
· To achieve its strategic goals, CMB & GBM marketing has embarked on a Marketing Transformation programme which will impact all teams, process and culture.

Management of Risk
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The role holder will continually reassess the operational risks associated with the role. This can include changes in economic or market conditions, legal and regulatory requirements, operating procedures and practices, management restructurings, and the impact of new technology.

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The role holder is responsible for mitigating these risks as much as possible. The role holder should address any areas of concern with line management and/or the appropriate department, and adherence to both marketing and business risk appetite

Observation of Internal Controls

· The role holder will also adhere to internal controls. This will be achieved by adherence to all relevant procedures, including the Marketing FIM and Anti-Bribery & Corruption processes. The jobholder will also keep appropriate records and, where appropriate, the timely implementation of internal and external audit points, including issues raised by external regulators.
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The role holder will implement the CMB & GBM group compliance policy by containing compliance risk in liaison with Global Head of Compliance, Global Compliance Officer, Area Compliance Officer or Local Compliance Officer. The term ‘compliance' embraces all relevant financial services laws, rules and codes with which the business has to comply.

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This will be achieved by adhering to all relevant processes/procedures and by liaising with Compliance department about new business initiatives at the earliest opportunity. Also and when applicable, by ensuring adequate resources are in place and training is provided, fostering a compliance culture and optimising relations with regulators.

Desired profile

Qualifications :

Knowledge & Experience / Qualifications

·  Collaborative team player with a desire for continual learning and sharing knowledge
·  Degree level of qualification in statistics, computer science/engineering, marketing, digital marketing and/or other maths based subject required
·  Excellent mathematical and analytical problem solving skills with proven experience leading and communicating insight derived from data analysis
·  Knowledge of statistical techniques such as significance testing, regression, time series analysis and clustering.
·  Advanced abilities in Microsoft Excel
·  Experience working with API feeds and computer scripts to query search data
·  Experience in market research preferred
·  Experience in collating data from multiple sources for analytical and reporting purposes
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Proven ability to commercialize analytical findings

·  Demonstrate a passion for testing and learning new approaches to channel usage
·  Forward looking with a holistic approach
·  Ability to be innovative while shaping and communicating new concepts
·  Flexible and adaptable; able to work in ambiguous situations
·  Familiarity with current global macro-economic trends and broad knowledge of B2B financial services
·  Strong communication, interpersonal and presentation skills – specifically making commercial recommendations to non-technical teams
·  Ability to be innovative while shaping and communicating new concepts
·  Resilient and tenacious with a propensity to persevere
·  Proven ability to challenge the status quo and think outside the box
·  Proven ability to work on multi-function projects demonstrating excellent relationship building skills
·  Proven ability to be a self-starter with energy and drive in a challenging and dynamic environment
·  Commitment to putting the customer at the heart of all development and implementation activities

Under the Company's internal 'Back to Front'/'Front to Back' transfer policy this role may be classed as High Risk. As a result, internal candidates may require enhanced approvals and vetting checks if they are currently employed in a Front Office department, or if they have worked in a Front Office department within the last 5 years (please refer to the HR FIM definition for further guidance). The enhanced approvals and vetting would need to be completed before the candidate will be confirmed in the role.

As a business operating in markets all around the world, we believe diversity brings benefits for our customers, our business and our people. This is why HSBC is committed to being an inclusive employer and encourages applications from all suitably qualified applicants irrespective of background, circumstances, age, disability, gender identity, ethnicity, religion or belief and sexual orientation.

We want everyone to be able to fulfil their potential which is why we provide a range of flexible working arrangements and family friendly policies.

https://www.hsbc.co.uk/1/2/popups/uk-privacy-statement#/ overview