The world's local bank
Marketing represents one of the fastest growing disciplines within HSBC. Our Hong Kong-based marketing team, which supports HSBC's significant personal and commercial banking operations locally and across the region, continues to expand both in size and in scope of responsibility. The mission of Marketing breaks into three key areas of focus: Brand, Business, People. Our aim is for the HSBC brand to be the best international financial services brand in the region. As a partner to the front-line business lines we bring to them marketing expertise that will drive business growth and development.
And all of this is underpinned by our people; proactive, motivated people that together form a team of exceptional, professional marketing talent. The sustained growth of Marketing creates frequent openings for marketing professionals who possess these qualities, to join us in the following specialist areas.
Branding Development and Management
Linking our brand proposition, 'The world's local bank' to actual deliverables is the key challenge in this area. It is vital to make the proposition a reality by articulating the brand promise in marketing programmes and initiatives that deliver our local knowledge on a worldwide scale. As well as protecting the integrity of the brand, our branding and marketing communications specialists work closely to 'bring the brand alive' in each of our businesses across the region.
Product and Customer Marketing
This is the very core of our marketing function. Our objective is to create marketing propositions and undertake marketing activities that influence and change people's buying behaviours. For our Commercial Banking business this translates into effective event marketing and service/product awareness programmes that support the relationship management process. In Personal Financial Services we utilize all acquisition channels to directly drive customer demand. The emphasis is always on achieving maximum effectiveness and efficiencies for every marketing dollar spent.
E-marketing is a specialism that we are looking to resource and develop quickly, in order to transition from on-line transactions towards higher volumes of on-line sales. China is another important area of focus and experienced marketing professionals with a strong China focus are also frequently sought.
Customer Relationship Management Data Analysis/Research
Although not a traditional marketing discipline, this is a critical activity where market research and data analysis specialists provide us with a detailed customer knowledge framework so that we can effectively target our marketing programmes. As well as undertaking market research studies, in Hong Kong and regionally, we follow up with the businesses to ensure that the knowledge gained is used to our commercial advantage. In addition the analysis of our existing customer database plays a vital role in effective customer segmentation and targeting. In this area statistical analysis and research specialists with strong business sense can follow challenging careers that offer regional exposure.
