This position assumes overall responsibility for the development and implementing integrated marketing strategies by customer segment product category through two or more of the following roles in the marketing function inclusive of General Marketing, Product Management, Product Development, and/or e-Business. Activities and responsibilities vary from marketing planning functions, customer segmentation and targeting, product offering and performance, measurement of marketing program effectiveness of current and/or new initiatives. Serves as a subject area expert while providing direction and assigning activities to staff. Assumes overall responsibility for the development and implementation of integrated marketing strategies by customer segment, product category, and channel. IMPACT ON BUSINESS - Manage the development of appropriate, timely and measurable marketing initiatives for key strategic objectives of the business unit including programs to acquire new customers, retain existing customers and deepen customer relationships via cross-sell opportunities of HSBC products and services. Responsible for developing mid-term strategy and quarterly operating plans for assigned areas - Support execution of strategies to maximize profitability for assigned product category, customer segment and/or channel. Collaborate with management to implement marketing strategy, including creation of campaigns, forecasting portfolio growth, up-sell, cross-sell and retention initiatives. Monitor competitive position within applicable customer segments and overall industry through ongoing market research, industry studies, data warehouse analysis and feedback from other business units and line managers - Develop and manage budgets, while ensuring cost control of marketing programs - Own and lead the annual rolling marketing planning process (ROP) for the Region - Work with Global Marketing CMB & GBM to understand and communicate the Global Marketing CMB & GBM objectives to all markets within the Region, localizing the planning content to enable focus on the most relevant and appropriate activities. - Accountable for the development and agreement of ROP marketing spend requirements in each market within the Region. - Ensure clear and concise communication with pertinent cross-functional stakeholders. Articulate strategy and approach, track outstanding items, ensuring resolution of outstanding items OPERATIONAL EFFECTIVENESS & CONTROL - Should serve as subject matter expert in data extraction, analysis and interpretation. Utilize data analysis results to guide direction of marketing strategy. Communicate analysis outcomes to senior management as required - Manage and re-engineer assigned products to meet customer needs. Develop product solutions to maximize cost-efficiency, functionality and creativity and meet the needs and wants of defined markets. Manage market research activities including pricing and market intelligence. Share in overall responsibility for product life-cycle management. Guide product management group in developing products and services. Direct review and develop new product lines, while including pertinent internal regulatory clients - Ensure clear and concise communication with pertinent cross-functional stakeholders. Articulate strategy and approach, track outstanding items, ensuring resolution of outstanding items ROLE CONTEXT - Position can also serve as individual contributor with manager responsibilities, serving technical or functional expert for assigned areas while overseeing cross-functional project team(s) - This role is applicable for individuals covering broader areas of responsibility versus focusing on one specific role MANAGEMENT OF RISK - Ensure compliance, operational risk controls in accordance with HSBC or regulatory standards and policies; and optimize relations with regulators by addressing any issues - Promote an environment that supports diversity and reflects the HSBC brand OBSERVATION OF INTERNAL CONTROLS - Maintains HSBC internal control standards, including timely implementation of internal and external audit points together with any issues raised by external regulators

- Minimum of six years proven and progressive marketing experience, including a minimum of three years proven financial services or industry-specific segment or management consulting experience or equivalent. - Bachelor’s degree in Marketing, Business, related field, or equivalent experience. - Strong planning, analytical, communications, decision-making, lateral thinking, influencing, interpersonal and project management skills. - Demonstrated understanding of customer segmentation and management techniques. Confirmed knowledge of the business, products and services supported as well as the external environment affecting them. - Proven ability to work in a team-oriented environment and effectively influence and communicate across various business lines, units and at senior levels within the organization; history of communicating effectively within the organization and with customer groups. EEO/AA/Minorities/Women/Disability/Veterans