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汇丰
Head of Marketing, Branding and Proposition
立即应聘

Head of Marketing, Branding and Proposition

发布于 3 个月前

高层管理(VP/总经理/CEO)

上海市
高级经验
全职员工
仅现场办公
本科
市场营销与传播
品牌管理
客户价值主张
客户生命周期管理
市场营销
战略规划
数据分析
跨部门协作
金融行业
项目管理

AI 估算 · 50k–80k

高层管理岗位，银行金融行业，需10年以上经验，薪资竞争力强。

职位详情

关于这个职位

该职位是汇丰恒生中国的市场营销与品牌总监，负责制定并执行零售银行与财富管理业务的客户定位策略、价值主张、品牌推广及全生命周期客户管理

需要领导营销团队，整合内外部资源，驱动业务增长和客户忠诚度

最低要求

University graduate in business, finance, banking or related areas

+ years of business and/or marketing experience in the financial services or banking sector in China is preferred.
Proven track record in customer proposition, acquisition and engagement strategy, portfolio management. Knowledge and experience with brand marketing, segment or product marketing.
Proven record in customer proposition, segment management, product marketing, acquisition and engagement with in-depth understanding and experience in the financial or banking sector.
A seasoned executive with leadership, excellent communication and influencing capability, and the ability to drive a diverse group including internal and external partners.
Customer centric. Strong understanding of customer behaviors and needs related to banking and wealth.
Possesses high sensitivity to the changing market dynamics. Demonstrate a good understanding of key trends and areas of innovation.
Business acumen with advanced strategic planning and project management skills and a hands-on approach to drive improvement and resolve problems.
Ability to work effectively with cross-functional stakeholders, fostering collaboration and alignment across different areas of the organization.
Entrepreneurship mindset. Passion to challenge status quo, test and learn.

工作职责

Manage proposition resources, with a focus of planning and execution of Client Position strategies for HACN RBW business

Work with stakeholders to define compelling value propositions, product and service offering, and customer experience for target segments
Collaborate with HASE stakeholders to develop a strong service capability addressing customers’ X-boundary needs.
Develop and maintain an effective partnership pipeline with differentiated benefits to drive customer acquisition and portfolio engagement.
End-to-end customer life cycle management across continuum. Deliver a hassle-free customer journey from onboarding, activation, engagement to retention.
Maintain an effective link with Product Partners, Communications and the frontline to ensure an integrated commercialization approach on execution.
Leverage data analytics and client survey to obtain deeper insight, refine retention and growth strategies to increase customer value and satisfaction.
Oversight of workflow and operational processes to ensure effective execution and ensure that the available resources are applied efficiently.
Lead the marketing and branding team to develop HACN marketing and branding strategies that support the drive for revenue and business objectives.
Roll out and manage the execution effectiveness of campaigns and activities that support and strengthen the HACN brand.
Take charge of marketing creative development, content production, media and frontline engagement. Own and manage all internal stakeholder and external agency relationships to deliver a powerful communication that clearly aligns to business, customer and brand objectives.
Conduct data analysis, market research and competitor benchmarking to ensure our marketing capabilities and output to match the standard of international industry leaders.
Build and maintain strong relationships with internal stakeholders (sales teams, product development, etc.) and external partners (agencies, vendors). Foster a culture of trust, collaboration and accountability.
Strictly adheres to all applicable legal and compliance requirements and fulfils legal and governance responsibilities. Ensures operational compliance and effectiveness with internal control mechanisms and operational risk controls in place.

AI 洞察

优缺点分析

优点

  • 汇丰作为跨国银行，平台大、资源丰富，有助于积累高端金融营销经验
  • 职位涉及品牌、产品、客户全链路，综合能力提升快
  • 薪酬待遇优厚，职业发展路径清晰
  • 金融行业监管严格，营销需在合规框架下创新，对策略精准度要求高
  • 部门间协调复杂，需要较强的政治智慧和影响力
  • 适合在金融或银行业有10年以上营销经验，渴望担任高层管理并推动战略落地的资深人士

缺点 / 挑战

暂无明显挑战项

角色解读

  • 可晋升至更高级别的市场营销副总裁或首席营销官（CMO），负责更大范围的区域或全球品牌
  • 也可横向转至业务条线管理，如财富管理或零售银行业务总经理，利用营销背景驱动业务增长
  • 制定并执行零售银行与财富管理业务的客户定位策略，确保品牌价值主张符合目标客群需求
  • 领导营销与品牌团队，策划并管理市场活动、内容制作及媒体渠道，提升品牌影响力
  • 负责客户全生命周期管理，从获客、激活到留存，通过数据分析和客户调研优化策略
  • 深厚的金融行业营销经验，特别是客户价值主张、细分市场管理和产品营销
  • 优秀的领导力和沟通能力，能驱动跨部门及外部伙伴协作
  • 战略性思维和项目管理能力，兼具数据分析和市场洞察力

申请策略

  • 面试前研究汇丰恒生中国的业务重点和市场竞争格局，准备针对性的营销策略提案
  • 突出过往在客户价值主张、获客留存方面的成功案例和数据成果
  • 强调领导跨职能团队的经验，特别是与销售、产品、风控等部门的合作
  • 列出在品牌营销、市场活动中的具体业绩，如品牌知名度提升、客户增长等
  • 若缺乏银行业背景，可学习零售银行核心业务知识，如财富管理产品、监管政策
  • 提升数据分析能力，熟悉SQL或Python等工具辅助客户洞察

面试指南

  • 用STAR（情境-任务-行动-结果）法则结构化回答，突出量化成果
  • 展示战略思维，结合行业趋势和公司特点提出具体方案
  • 请描述一次您成功推动客户价值主张变革的经历
  • 您如何平衡品牌长期建设与短期业务增长？
  • 在金融行业，如何确保营销活动符合合规要求？
  • 准备2-3个完整的营销案例，涵盖策略、执行、挑战和结果
  • 了解汇丰恒生中国的企业文化、近期市场活动及竞争对手动态

职位点评

66
综合评分

汇丰中国营销高管，薪资优、发展好，但需现场办公且行业成熟。

更适合这类人
最适合追求职业发展、薪酬和高层管理挑战的求职者。
表现最好
成长发展
相对薄弱
使命价值
薪资福利75
成长发展80
工作生活60
使命价值50

薪资福利

75中等

薪资未明确但属于高层职位，通常竞争力强，福利包括竞争性薪酬，未详细说明。

薪资信号未披露（AI估算：50K-80K/月）

成长发展

80较高

职位提供良好的职业发展机会，高层管理岗位能积累战略和领导经验。

技术前沿非技术岗（不适用）
成长机会career development opportunities
业务类型profit_center

工作生活

60中等

仅现场办公，工作地点上海核心区，未提及加班情况，但高管职位可能工作时间较长。

工作模式仅现场办公
办公地点市区核心地段
加班情况未提及（无法判断）

使命价值

50较低

金融行业成熟，社会影响力中性，创新跟随主流，使命感一般。

行业发展稳定成熟行业
社会影响中性/一般
创新程度稳健跟随主流

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