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Marketing Strategy and Effectiveness Manager

hace 2 meses

Xico, México Hsbc A tiempo completo
Job Summary

This role is part of the Marketing Function Management team, which plays a crucial role in ensuring that a consistent operating framework and process is used to formulate, agree, optimize, prioritize, and evaluate plans for execution. This includes the definition and management of the appropriate financial resources required for effective delivery.

The function focuses on understanding Retail and Wholesale customers and products to provide planning support to 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 regional and market level.

Key Responsibilities
  • Support the overall planning process (financials, phasing, effectiveness, governance, and ways of working) that drives Marketing activity, with involvement and participation from local markets to derive Marketing plans that support global and local targets and objectives.
  • Financial management of marketing budgets: campaigns (direct costs), staff costs (indirect costs), and Global recharges.
  • Dynamic planning when critical factors appear, e.g., budget reductions, product or campaign underperformance, rebates, FX volatility, inflation, etc.
  • Support the Marketing effectiveness agenda to ensure that Marketing spend is optimal and generates an adequate return on investment and that business partners are updated on the results of the function.
  • Communicate processes and standards for Marketing effectiveness, agreeing objectives and targets across the region and monitoring/reporting on overall effectiveness and performance evaluation measures.
  • On-going evaluation of annual plans and budgets, to ensure the resources required are in place and that markets within the region are in line with the overall global governance framework.
  • Ensure that there is a clear understanding of WPB and Wholesale Business and Marketing Strategy and objectives to provide a consistent and clear framework for the consideration and prioritization of planned or new activities.
  • Ensure that all Marketing activities adhere to HSBC processes and procedures relating to the mitigation of financial and operational risk, and are compliant with local regulations and codes of practice.
  • Facilitate the development of process and operational strategies and measurement of their implementation progress.
  • Understand campaign performance and the agreeing consistent KPIs for all activities to evaluate ROMI and areas of opportunity for enhanced performance.
  • The sourcing, collation, analysis, and evaluation of all aggregated performance data attributed to Marketing activity.
  • Work with other team members within Marketing to lead the definition of key metrics and datasets required to assess the performance of all Marketing activity.
  • The ongoing updating and maintenance of Marketing dashboards and commentary to senior stakeholders and other key audiences.
  • Provide and interpret financial information and analyze, change, and advise accordingly, as well as manage financial accounting, monitoring, and reporting systems and produce accurate financial reports to specific deadlines.
  • Work to identify root cause for shortfalls versus plan and prior year, as required. Identify, recommend, and implement corrective action plans as required.
  • Develop the local Marketing Dashboard to provide visibility of efficiency, ROMI, effectiveness, brand metrics, multiple use of assets, etc.
  • Coordinate all local marketing effectiveness measurement reporting and MI on behalf of the Function within Marketing and identify and analyze key datasets, benchmarks, and reporting on market performance to contribute to overall marketing effectiveness measures.
  • The role holder needs to be the 'go to' person for operational 'non-marketing' issues and activities required in a large corporate and to be able to resolve them with the minimum of input from the teams (e.g., tax matters, procurement, amortizations, payments, legal, compliance, etc.).
  • The job holder is accountable for the management of the local Marketing budget on behalf of the Business Line Head of Marketing as part of the evaluation of the delivery of the Local Strategy and Plan.
  • Governance and process requirements for Marketing are assessed, communicated, and evaluated by the role holder.