Segmentation & Targeting Lead


: $93,165.00 - $127,920.00 /year *

Employment Type

: Full-Time


: Financial Services - Banking/Investment/Finance

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As Segmentation & Targeting Specialist you will have a strong digital and data marketing expertise to drive a personal and relevant customer experience on HSBC properties and in paid media channels via Adobe Audience Manager. This will help us achieve our Digital targets on sales and increase customer engagement. Better understanding of our data will enable us to make smarter investment decisions and drive increased efficiency and effectiveness.

The role holder will work under the guidance of the Segmentation and Audience Creation Manager to ensure that segment properties when used in operations to the broader operations team and performance.

Delivery requires an understanding of the end to end value channel and the strongest element being the overall achievement of the deployment of digital experiences in conjunction with regional and local entity teams.

The segmentation and targeting specialist will be responsible for for reviewing and iterating the rules and behaviours that generate a segment to manage the trade-off between certain characteristics that include but not limited to size, performance and mutually exclusive

The role purpose is also to ensure new behaviors / signals are defined, clearly articulate into contribution to the operational profile; examples including signals from analytics tags, external data sets procured via the DMP, advertising logs and CRM segments brought into the operational store

Impact on the Business

  • Responsible for ensuring correct and relevant audiences/segments are created/available to enable stakeholders to achieve their objectives.

  • Identify opportunities to better use HSBC's DMP (Adobe Audience Manager) for programmatic activity and other targeted paid digital display and search activities.

  • Define and maintain the operational profile used by inbound and outbound messaging operations teams for targeting.

  • Accountable for segment properties when used in operations to the broader operations team and performance manager.

  • Responsible for reviewing and iterating the rules and behaviors that generate a segment to manage the trade-off between:

  • Segment size

  • Segment performance

  • The segments being different enough

  • Responsible for determining how new behaviors / signals contribute to the operational profile. Examples include:

  • Signals from analytics tags

  • External data sets procured via the DMP

  • Advertising logs

  • CRM segments brought into the operational store

  • Provide deep and/or broad subject matter expertise

Customers / Stakeholders

  • Work with members of the marketing team to identify, innovative and deliver effective multi-channel marketing campaigns that deliver business /customer objectives and leverage the full multi-channel Adobe capability.

  • Collaborate with HSBC stakeholders and data holders to source, transform and utilize data that sits within HSBC to create new and relevant segments

  • Work with members of the Regional DaaC Teams to identify, innovate and deliver audiences that can be targeted via our own media channels (Web site, Mobile, Email, SMS, etc).

Leadership & Teamwork

  • Be an effective team player through communication, performance management, development plans and reward/recognition practices.
  • Cultivate an environment that supports diversity and reflects the HSBC brand.
  • Build a culture of continuous improvement in customer experience and functionality deployment
  • Seeks opportunities to integrate, simplify and streamline activity through involvement of teams in the geographic and functional matrix.
  • Works in a facilitative manner to build capability in progressing objectives, but does not lose sight of the profitability and productivity outcomes.
  • Acts in a manner that transparently promotes the organisation's values and delivers in an aligned manner.
  • Cultivate an environment that supports diversity and reflects the HSBC brand.

Operational Effectiveness & Control

  • Adhere to DAAC governance structures
  • Identification of key risks, issues and interdependencies and providing appropriate mitigation strategies or escalating as appropriate
  • Facilitate sharing of best practice across DAAC supported Entities and with wider Digital community globally
  • Adherence to HK, APAC and Global regulatory and compliance policies
  • Ensure HSBC is not put at any operational or reputational Risk by sharing knowledge of, and adherence to, group, HOST and CoE processes, FIM's and necessary engagement with other group Functions where required to ensure change is created and delivered fit for purpose

Major Challenges

  • Ensuring that all HSBC RBWM services offer standout customer experience and fully deliver on our brand promise

  • Provision of common global solutions while recognising that local regulations and customs will require the service to be tailored. Even where local regulation and customs tailor the service accordingly, the service quality HSBC offers will be to the same standard across the world.

  • Provide market-leading, compelling digital services that can leverage our global scale and distribution network. With increased connections between our businesses around the world, the aim is to take us from a collection of locally orientated propositions to one global set. These are delivered locally, according to globally defined standards, but with a local flavour, to enable us to compete and lead in the markets we choose to be in.

  • The Segmentation and Targeting specialist needs to be master of biddable media and onsite personalization as the DMP is a critical component in the delivery chain for three principal reasons:

    • a) to ensure that customers will use and will report high levels of satisfaction when using digital sales or service functionality,

    • b) to protect the bank and ensure that all regulatory and reputational dimensions are incorporated and

    • c) to ensure that technical solutions deliver to customer need and that operational areas are prepared to support implementation.

    • We need to continually improve to accelerate time-to-market and optimize ROI

Role Context

The role will sit within Digital Data. Key objectives and governance of the deliverables in this role will be agreed by the hiring manager. This role is resides within Digital Data team in Americas.

This member of DAAC will be based in London.

Primary interactions will be with three broad groups: (a) Within the Digital Data Team itself, including other DaaC operaton verticals, (b) With in market marketing departments, (c) Digital Marketing agencies.

Management of Risk

  • The jobholder will ensure the fair treatment of our customers is at the heart of everything we do, both personally and as an organisation. This will be achieved by consistently displaying the behaviours required to support the Best Place to Bank principles of Make Better Products, Sell Them Properly and Keep Them Sold

  • The jobholder will also continually reassess the operational risks associated with the role and inherent in the business, taking account of changing economic or market conditions, legal and regulatory requirements, operating procedures and practices, management restructurings, and the impact of new technology

  • This will be achieved by ensuring all actions take account of the likelihood of operational risk occurring

  • Also by addressing any areas of concern in conjunction with line management and/or the appropriate department

Observation of Internal Controls

The jobholder will also adhere to and be able to demonstrate adherence to internal controls. This will be achieved by adherence to all relevant procedures, keeping appropriate records and, where appropriate, by the timely implementation of internal and external audit points, including issues raised by external regulators.

The jobholder will implement the Group compliance policy by containing compliance risk in liaison with Global Head of Compliance, Global Compliance Officer, Area Compliance Officer or Local Compliance Officer. The term 'compliance' embraces all relevant financial services laws, rules and codes with which the business has to comply.

This will be achieved by adhering to all relevant processes/procedures and by liaising with Compliance department about new business initiatives at the earliest opportunity. Also and when applicable, by ensuring adequate resources are in place and training is provided, fostering a compliance culture and optimising relations with regulators.

Role Dimension

Under the direction of the Senior Manager of Outbound Digital Messaging the role

Peer with in country digital teams, along with all internal Stakeholders that enable delivery

  • The jobholder will interact with multiple RBWM teams at Global, Regional and Country level in order to ensure the most rapid and efficient development of outbound digital messaging requirements and readiness of the business to adopt methodology

  • Identify and develop opportunities for outbound digital messaging to drive and enable the successful attainment of global digital KPI's within market
    • Revenue growth

    • Leads growth

    • Increase in digital transactions

    • Digital Engagement

  • Graduate

  • Proven track record of delivering best in class data segmentation and targeting strategies that have enable both inbound and outbound digital messaging

  • Strong Analytical ability and experience - excellent attention to detail, and the ability to work with complex data from a variety of sources, and to operate effectively where data is ambiguous or incomplete

  • The ability to quickly understand customer and operational considerations, e.g. risk

  • Previous experience of either Financial Services problem sets or dynamic messaging problem sets.

  • Excellent understanding of project methodology, frameworks and best practice

  • Subject Matter Expertise of channel, including technical, commercial, market place and customer considerations

  • Innovative - the ability to approach things differently or do different things to deliver goals

  • Associated topics: customer, loan officer, loan servicing officer, mortgage, mortgage loan originator, mortgage servicing officer, personal banker, personal banker i, personal banker iv, relationship * The salary listed in the header is an estimate based on salary data for similar jobs in the same area. Salary or compensation data found in the job description is accurate.

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