Segmentation Analyst

Job description

As Data Segment Analyst you will have digital and data marketing experience to drive a personal and relevant customer experiences on HSBC properties and in paid media channels via Adobe Audience Manager. This will help us achieve our Digital targets on sales and increase customer engagement. Better understanding of our data will enable us to make smarter investment decisions and drive increased efficiency and effectiveness.

The role holder will work under the guidance of the Segmentation and Audience Creation Manager to ensure that segment properties when used in operations to the broader operations team and performance.

Delivery requires an understanding of the end to end value channel and the strongest element being the overall achievement of the deployment of digital experiences in conjunction with regional and local entity teams.

The Data Segment Analyst will be responsible for analysing and reviewing segment performance and for identifying new segment opportunities whilst managing the trade-off between certain characteristics that include but not limited to size, performance and mutually exclusive.

The role purpose is also to ensure behaviours / signals are clearly articulated into contribution to the operational profile; examples including signals from analytics tags, external data sets procured via the DMP, advertising logs and CRM segments brought into the operational store .

Your responsibilities will include:

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Responsible for ensuring correct and relevant audiences/segments are created/available to enable stakeholders to achieve their objectives.

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Identify opportunities to better use HSBC's DMP (Adobe Audience Manager) for programmatic activity and other targeted paid digital display and search activities.

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Define and maintain the operational profile used by inbound and outbound messaging operations teams for targeting.

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Accountable for segment properties when used in operations to the broader operations team and performance manager.

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Responsible for reviewing and iterating the rules and behaviours that generate a segment to manage the trade-off between:

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Segment size / Segment performance / The segments being different enough

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Responsible for determining how new behaviours / signals contribute to the operational profile. Examples include:

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Signals from analytics tags / External data sets procured via the DMP / Advertising logs / CRM segments brought into the operational store

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Provide deep and/or broad subject matter expertise

Desired profile

Qualifications :

The ideal candidate for this role will have the below experience and qualifications:

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Proven track record of delivering best in class data segmentation and targeting strategies that have enable both inbound and outbound digital messaging

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Strong Analytical ability and experience - excellent attention to detail, and the ability to work with complex data from a variety of sources, and to operate effectively where data is ambiguous or incomplete

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The ability to quickly understand customer and operational considerations, e.g. risk

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Previous experience of either Financial Services problem sets or dynamic messaging problem sets.

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Excellent understanding of project methodology, frameworks and best practice

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Subject Matter Expertise of channel, including technical, commercial, market place and customer considerations

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Innovative – the ability to approach things differently or do different things to deliver goals

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Commercial focus - capable of identifying and quantifying key business drivers to achieve business goals

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Highly developed communication skills, both written and verbal, to explain complex or technical issues

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Pragmatic decision making skills, with the ability to make clear judgments based on a range of factors, e.g. commercials, risk, customer experience; determine the implications and make recommendations as needed.

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Excellent relationship management and influencing skills to satisfy a wide range of internal and external customers with conflicting priorities

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High levels of resilience and self-motivation

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People skills with the ability to share own Subject Matter Expertise to coach and develop others

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Respectful of different cultures, working with colleagues from across all entities

The base location of this role will be Blue Fin Building, Southwark Street, London.

At HSBC we look to enable our employees to better balance their work / life priorities and have the flexibility required to meet challenging needs as they progress through different life stages. Where possible we will consider the following flexible working options: part-time working, job sharing, term-time working, working from home and staggered hours. If in considering a role with HSBC you have a need for some flexibility in your working arrangements please discuss this with the recruitment team in the early stages of the application process.

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.