Data Analytics

The CRM Data Engineering Manager for Wealth and Personal Banking (WPB) Mexico supports the creation of the successful development and industrial implementation of the Analytic Data Marts, Customer Communication & CRM capabilities and infrastructure. The role holder is accountable for developing MX WPB and Global Intelligence and Customer Communications Hub infrastructure, ensuring that sustainable competitive advantage be achieved via the development and solid management of strategic-analytic customer data infrastructure, as well as CRM factory capabilities.

The role has a direct reporting line to the VP of CRM & Customer Data Platforms and will be accountable for structuring the data platforms of CRM, customer Data-hub & Information Management. He/she will be responsible for full connectivity to the MX business priorities and to the global roadmap. This position will be contributing to setting the customer data strategy across WPB disciplines, developing new CRM capabilities, managing customer communication and campaign platform and integral campaign management strategies across the MX Brands, whilst growing the data & CRM talent pool in the MX.

He/She has indirect responsibility of the incremental revenue created from centrally generated inputs and data for CRM leads, and is a key enabler and indirectly accountable WPB total revenues. It also holds significant responsibility to ensure MX RBWM meets the regulatory and analytic data infrastructure and cloud hub requirements to serve as platform to perform sophisticated customer analytics in WPB. As various remediation programs and the need of sophisticated analytic data sets and Data Hubs need to be solved, Customer Data Platforms and Infrastructure are critical for delivering our key commitments to the MX strategy and regulators’ requirements.

This leadership role involves leading 4 FTE resources; management responsibility including leading a talented and experienced data engineers through the optimal delivery of their personal objectives. It has an integral role in the Global CRM CoE and Data & Information Management leadership teams, representing HSBC MX to shape and drive the overall Global agenda, and working with the Group stakeholders from the wider WPB teams. It requires good communication skills in order to influence audiences in some organization layers. Provides business data inputs into strategic decisions affecting WPB financial results.

It requires a broad and comprehensive understanding of different systems and data and Cloud platforms, customer data management expertise.

Principal Accountabilities:

- Develops and enhances CRM and Analytic Data Infrastructure to meet the needs of the users.
- Industrial implementation of Customer Analytic Data Platforms and CRM outcomes to support customer analytics and management of multi-channel and across customer lifecycle campaigns and communications: acquisition, cross sell, upsell, retention, win-back and remediation activity.
- Develops Analytic and Customer Datamarts & CRM capabilities for the MX. Setting the purpose and vision for the “data intelligence” specialisms for WPB
- Provides thought and technical expertise in the design & implementation of the next generation of Analytic Platforms, CRM and Data Management capabilities for the MX
- Develops an effective WPB CRM and Data capability for the MX

**Customers / Stakeholders**

Adheres to overall alignment to campaign infrastructure and analytic data developments WPB requirements and goals set by the Management Charter:

- Implementation consistent and coherent marketing databases and communication platforms according to segment and customer lifecycle.
- Accountable for all centrally generated customer contact strategy deployments across all customer segments in WPB. Responsible for ensuring that customer experience is at the forefront and CRM interventions fully support the customer journey
- Develops effective working relationships with key country stakeholders to maintain expert knowledge of stakeholder requirements, competitor activities and market trends to influence future direction of WPB Analytics
- Stakeholders include: MX Retail Banking & Wealth Management Business analysts; Support businesses and Centres of Excellence, IT and Change Delivery ensuring support for strategy; Customer Value Management and Premier and Wealth country teams: Proposition, Product, Risk; Global Stakeholders in Analytics CoE and wider Global RBWM teams

**Leadership & Teamwork**
- Structures CRM data set to deliver a coherent multi-channel, multi-stage contact strategy to maximize customer relevance throughout their dialogue with HSBC MX. Lead organizationally and cross-functionally to avoid fragmented contact interventions across channels
- Works cross-functionally with the various BI/MI teams to standardize reporting and build a consistent and self-serve environment for colleagues across the organization
- Fosters a collaborative relationship with