Marketing Manager, Data Analytics & Insights

HSBC - Toronto, ON (30+ days ago)

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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 Global Banking & Markets

Global Banking and Markets (GBM) provides financial services and products to corporates, governments and institutions worldwide, building partnerships with them to help them achieve consistent, long-term performance. We use the strength of HSBC’s international network to connect emerging and mature markets, covering key growth areas. Our products and services include advisory, financing, prime services, research and analysis, securities services, trading and sales, and transaction banking.

Key Objectives for Marketing Manager, Data Analytics & Insights:

This role sits within the Canada CMB Marketing team as part of the Global Marketing function and is focussed on supporting the strategic and revenue growth priorities of the Commercial Bank (CMB). The Marketing function focuses on understanding customers and the identification, development and execution of marketing strategies, campaigns and activities that support and strengthen the HSBC brand, support the drive for revenue and increase customer value and satisfaction in order to meet agreed targets and objectives at both a global and market level.

This role is focused on the strategic priorities of CMB and aims to support revenue growth for the business. Marketing for Commercial Banking focuses on understanding customers and the identification, development and execution of marketing strategies, campaigns and activities that strengthen the HSBC brand, support the drive for revenue and increase customer value and satisfaction in order to meet agreed targets and objectives at country level.

The role holder is charged with supporting the data strategy and plan for CMB Marketing. The individual demonstrates a proven knowledge of the areas they support, with a strong understanding of the impact of technological innovation on the future of the business and customer needs.

The role holder is based in Toronto and supports the data strategy for CMB Marketing with the objectives of making things better for customers and improving returns on marketing investment.

The role holder is responsible for:
Executing against a data strategy for CMB Marketing
Effective measurement and analytical best practice to deliver the commercial plans (financial and non financial)
Measuring how activity meets standards in performance measurement and analytics
Supporting communication of opportunities and successes from Canada
Supporting a culture of engineered performance based upon a foundation of excellent knowledge management
Working closely with business and marketing partners to develop integrated Marketing data approach to support revenue maximisation and market/wallet share, in alignment with the broader business strategy
Being a subject matter expert on data and tracking within the Marketing team, ensuring that the appropriate level measurement is planned for and executed on
Working with the Customer Strategy and Insight team to incorporate insight and expertise into tracking activities and post activity analysis
Working with the CMB Data and Analytics team to gather relevant Business KPIs
Providing the regional and/or country team(s) with guidance on how best to leverage data to meet the set objectives
This role is responsible for working with the Head of Research & Insights and the Canada CMB Marketing team. When required, the job holder will work with Country on the implementation of tracking activities to measure the impact of the customer experience strategy and to understand the satisfaction of core experience processes and touch points.
The role needs to collect and evaluate all research data and insight, make clear recommendations and define key actions for the relevant stakeholders within the Canada CMB Business with a view to influencing future Marketing and Business activities. The role also needs to undertake analytical tasks to maximise use of data to identify powerful insights.

The role holder must have experience working with a data strategy in a B2B environment as well as knowledge of CMB strategic areas at a global and regional level, 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.

Principle Accountabilities
Deliver CMB relevant brand and customer satisfaction data from specific projects in Canada and provide commentary and recommended actions to Marketing CMB
Support Head of CMB Insight & Research in delivering and embedding customer insight strategy
Undertake data analysis, leveraging both customer voice and not customer voice data, structured and unstructured, across multiple channels and product lines, including digital
Support implementation of the Global Marketing CMB research strategy framework in Canada
Providing specific agreed research and insight projects e.g. Moment of Truth, market share data, share of voice, competitor media spend, competitor brand and marketing strategy analysis etc
Following the overall research strategy
Develop, deploy and track results of the Moment of Truth research projects on the HSBC Customer survey platform
(Maritz CX)
Work with local and global research agency partners, when needed, for the execution of global research projects
Providing specific marketing automation campaigns that support agreed Research & Insight projects (abovementioned).
Identify target clients
Execute campaign
Identify, outline and track campaign outcomes
Design, develop and implement campaign assets (invitations, email reminders, etc)
Champion the use of data in marketing activity
Responsible for data support to wider CMB Marketing Strategy team to deliver against agreed Marketing plans and support the business in driving revenue
Key player in ensuring that HSBC has best in class marketing performance measurement and analytics capabilities for to allow tracking from suspect to post on-boarding customers
Drive population and analysis of performance dashboards and reports, allowing teams to identify areas of improvement and thus recommend solutions and support their implementation to maximise business growth while ensuring risk mitigation
Foster an ethos of data-driven enhancements to CMB Marketing, helping to embed the principles of test and learn in all teams
Demonstrate a good understanding of key trends and areas of innovation which influence the way we interact and engage with our external customers and our internal stakeholders and audience. These should include digital marketing, new technology, Marketing Automation, Customer Relationship Management, Agile working practices, data and analytical tools and how this helps us to be more customer centric.
Supporting delivery of key strategic objectives for Canada CMB Marketing, therefore requiring access to and influence of Canada marketing resources
The role is required to work with other internal stakeholders at a similar level within Canada CMB Marketing and the Canada CMB business
Support the team through implementation of the marketing strategies and plans
Work with key stakeholders to gain buy-in to support Insight & Research and Marketing Automation programs and ensure that business areas have a plan to follow up on research. Key stakeholders include the Canada CMB Marketing Team, Canada CMB business, Business Management, CMB Data Analytics, Compliance, Procurement and Vendor Management, Legal, Service Delivery and IT teams (if applicable)
Follow HSBC Group best practices and share with marketing colleagues in Canada to share best practice, common standards and approaches


Knowledge & Experience / Qualifications:
Degree level qualification in marketing and/or business studies preferred.
Minimum 6 years broad based business experience working with data strategy.
Ability to identify strategic needs based data solutions both now and in the future.
General knowledge of Marketing Communications planning and operational experience, including developing and delivering campaign strategies and multi-channel high profile campaigns.
Strength in analytical skills
Experience and evidence of working within teams over multiple sites.
Proven understanding of customer insights and their role in marketing strategy development and delivery as well as communications development.
Commitment to putting the customer at the heart of all development activities.
Strong understanding of communication developments and emerging consumer, business decision maker and industry trends.
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.
Ability to think innovatively, shaping and communicating new concepts.
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.