Senior Manager, Head of Digital Marketing, US

Job description

This position leads the development of digital strategies, channels and capabilities to enable effective and innovative marketing programs. This role assumes leadership and guidance to staff responsible for the end-to-end project management and execution of strategic initiatives aimed at maintaining and improving HSBC’s digital properties, drive digital engagement and explore marketing innovation in the online space.  
 
Main Responsibilities:
1.   Planning – Establishes strong collaboration with a broad range of Business partners (including Customer Value Management, Proposition and Asset Leads, etc.) as well as with a range of local and global Marketing partners, to devise and establish a comprehensive digital infrastructure to attract, retain and grow value of HSBC’s customer base. Areas of focus include:
Channel and capability development
Maintenance of existing digital properties (HSBC digital strategies: PWS, PIB)
SEO, Paid Search strategy & Alternative channels (social media, mobile, ATM, etc.)
Digital engagement
2.   Coordination – Ensures identification and allocation of internal resources and marketing funds required to deploy online distribution strategies and communication programs in full alignment with market trends, customer needs and business goals.
3.   Control – Leads direct reports and external partners (advertising agencies) ensuring all online marketing efforts are consistent with HSBC’s digital/brand guidelines and values. Ensures compliance with local control processes, laws and regulations.
4.   Collaboration – Partners with local marketing functions (Customer Strategy & Insights, Planning Effectiveness & Governance, Business Risk & Control Management, Segment and Assets Marketing) as well as with Group Marketing to ensure channel and capability developments are fully aligned with local, NA and global priorities.
5.   Leadership – Provides thought leadership, guidance and coaching to direct reports (marketing managers and coordinators) to drive increased employee engagement and effectively manage talent and career development.
Key Stakeholders:
Customer Value Management – alignment on business targets and priorities
Planning Effectiveness & Governance – control of marketing budgets, program effectiveness
Customer Strategy & Insights – campaign planning, customer and market insights
Business Risk & Control Management – compliance to internal processes and reporting
Legal & Compliance – campaign approvals
Segment & Assets Marketing – alignment on local marketing strategies, priorities
Global Digital teams – alignment on global initiatives and mandates
Group Marketing – best-practice sharing, reporting, alignment to brand guidelines
Areas of Priority:
Digital channels management/improvement: 25%
Digital engagement: 25%
Channel & capability development/innovation: 10%
Internal/global alignment: 20%
Budget management, processes & controls:10%
Team supervision, coaching: 10%
Operational Effectiveness & Control
Serve as research and statistical consultant on large-scale initiatives; applies sound project management techniques to establish rapport with management and by delivering actionable results on time and within approved budget.