Campaign Analytics and CRM Manager, WPB Philippines

Some careers shine brighter than others.

If you’re looking for a career that will help you stand out, join HSBC and fulfil your potential. Whether you want a career that could take you to the top, or simply take you in an exciting new direction, HSBC offers opportunities, support and rewards that will take you further.

HSBC is one of the largest banking and financial services organisations in the world, with operations in 64 countries and territories. We aim to be where the growth is, enabling businesses to thrive and economies to prosper, and, ultimately, helping people to fulfil their hopes and realise their ambitions.

We are currently seeking an experienced professional to join our team in the role of Campaigns Analytics Manager .

•   Collaborate closely with the Head of Campaign Analytics to implement Premier/Wealth and International campaigns and strategic initiatives, covering people engagement, business performance, coordination tasks, and ad hoc projects.
• Help drive acceleration of Premier CLCM including establishment of business intelligence and KPIs to monitor impact and drive customer life cycle.
• Provide recommendations on strategic and tactical activities to enhance Wealth and International sales and channel performance.
• Drive proper usage of OSS, implement tagging strategies for optimizing customer leads contact and conversion rates. Provide training and automation support to PREMIER.
• Collaborate with Marketing and Value streams to execute campaigns across various customer channels/touchpoints such as callouts, SMS, EDM, Viber.
• Work closely with the C&M team to design and implement PREMIER/Wealth and International Campaign Propensity & Lookalike models, Test & Learn/AB Testing initiatives.
• Automate and develop PREMIER/Wealth and International campaign & leads pre & post-tracking dashboards to monitor and drive continuous campaign improvement.
• Adhere to HSBC internal control standards, implement and observe Group Compliance Policy, including timely implementation of recommendations made by internal/external auditors and external regulators.
• Drive and manage the appropriate contact policy per customer touchpoint to maximize response, minimize callout, SMS & email marketing opt-out, and reduce customer complaints.
• Develop and drive optimal PREMIER/Wealth and International Leads Management Framework, Scoring, and Strategy.
• Design, develop, and maintain comprehensive self-service dashboards using looker or QlikSense, providing stakeholders access to insightful and actionable data visualizations.
• Utilize new tools like Google Big Query, Python, and QlikSense programming to perform ETL processes on data marts, ensuring seamless integration of data into the dashboarding system.
• Implement robotic process automation (RPA) solutions to automate report extraction and generation, including automated notifications to stakeholders, enhancing efficiency and accuracy in data handling.

Principal Accountabilities

Impact on the Business / Function

• Achieve your personal PREMIER/Wealth and International performance metrics.
• Effectively use tools and information to drive customer service delivery and PREMIER/Wealth and International performance.
• Establish and agree customer contact strategies in line with Group operating models.
• Ensure all customer needs are met and sales opportunities are maximized by advocating continuous test & learn, campaign improvements.
• Undertake effective Individual Reviews
• Work all customer contact lists, contact promises, individual solutions and open sale reminders.
• Achieve cross-sale penetration rates and PREMIER/Wealth and International referrals achieved for account opening, lending and other sales.
• Drive optimal customer life cycle performance aligned to business strategy via driving process optimization and campaign analytics.

Customers / Stakeholders

• Take ownership for the reason for the customer visit to HSBC and deliver an effective solution.
• Work with the wider team to deliver the PREMIER/Wealth and International Performance measures and plan to support the multi-channel customer journey.
• Leverage analytics to identify the optimal & preferred customer touchpoint to maximize contact rates, response and minimize opt-outs.
• Deliver according to published Service Level Agreements and customer standards.
• Conduct regular reviews to identify key risks, issues, and interdependencies. Determine and apply appropriate mitigation strategies.
• Meet customer expectations in terms of efficiency, accuracy, timeliness and professionalism of response either face to face or at the telephone.
• Pro-actively encourage new and existing customers to register for, and use, alternative delivery channels through analytics e.g., Personal Internet Banking/self-service equipment for routine queries/transactions.

Leadership & Teamwork

• Work as part of an integrated branch management team to ensure, standards and are met and operating models delivered.
• Proactively support others through direct and indirect actions beyond activities particular to this role
• Actively promote the use of direct channels to the customer – leveraging data and analytics to determine the optimal customer channels.
• Spearhead test & learn initiatives to maximize customer contact, response and conversion rates for both marketing and service campaigns across multiple touchpoints.
• Support and influence Marketing, Value streams on optimal channel execution strategy.
• Work closely with Data Science and Strategy teams to execute and drive Business KPIs and incentives.
• Role model the HSBC Group values in a consistent manner. Reference: http://home.global.hsbc/gc/home.nsf/gcms?open&ref=UKCM8U55M7040402AM05092012
• Demonstrate the behaviors on Self Leadership as an Individual Contributor based on the HSBC Group Leadership Capability for this level.
• Reference: http://ghr.ghq.hsbc/hr/home.nsf/ByRef/UKCM857LPT045628PM05062010?OpenDocument
• Drive personal development in order to ensure high level of individual and team performance

Operational Effectiveness & Control

Ensure that sales & operations are undertaken in accordance with HSBC Bank plc FIM, BIM and Credit Policy Manual appropriate lending guidelines.

Advocate Data Privacy& Information Security across customer touchpoints.

KNOWLEDGE / EXPERIENCE

• Minimum 5 years of experience in customer data, reporting, campaign management, and analytics, preferably in Financial, Wealth and International, Technology, or Telecommunications industries.
• Proven ability in Customer Relationship Management (CRM).
• Capability to analyze financial priorities, influencing customers to take appropriate action to meet their needs.
• Understanding of HSBC's Credit Policy and Lending Guidelines.
• Possess a broad understanding of financial and Wealth and International planning, adept at defining and addressing diverse customer needs.
• Understanding of mass affluent customer segment needs.
• Full understanding of referral processes.
• Deep understanding of HSBC's customers, channels, products, and profitability dynamics.
• Understanding of Premier, Advance, and Personal Banking Propositions.

SKILLS

• Excellent Programming skills such as SAS, SQL, Python, R
• Extensive knowledge of ETL processes, particularly using Python/SAS/Big Query programming.
• Strong analytical and automation skills.
• Excellent relationship and cross-functional skills.
• Proven experience in end-to-end visual sales and campaign dashboard automation using Power BI/QlikSense and Robotic Process Automation (RPA).
• Knowledge in experimental designs, test and learn methodologies is a plus.
• Experience in developing and optimizing customer journeys aligned with campaign and business objectives.
• Customer-driven with a strong focus on service quality.
• Proven ability to make lending decisions in accordance with bank policy and guidelines.
• Clear understanding of value creation within the Premium segment, both for customers and the bank.
• Solid understanding of data visualization principles and best practices.

QUALIFICATIONS

• Attain appropriate professional and regulatory qualifications as required by market.
• Attain any internal standards as required by HSBC MNL

Candidate with less relevant experience or skills may be offered a lower Global Career Band level than stated above.

Due to the urgent hiring need, candidates with immediate right to work locally and no relocation need will be prioritised.

You’ll achieve more when you join HSBC.
 
www.hsbc.com/careers
 
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