GCB 4

Responsibilities:

• Lead marketing for Premier Elite in Hong Kong, shaping a distinctive premium brand image for High-Net-Worth audiences and delivering measurable growth across acquisition, wealth deepening, and beyond Banking propositions
• The candidate will work in with a high performing team, partnering closely with cross functional team such as Propositions, Distribution, WPS, DACRM, Legal, Compliance and external agencies to take ideas from strategy to execution at pace
• Drive quality acquisition. Design and execute acquisition campaigns targeting HNW segments e.g., upgraders, New-to-bank acquisition or Member-get-member programs
• Partner with Distribution/ Propositions team to design the communication journey and privileges clients can enjoy
• Deepen wealth penetration and product take up of PE clients
• Drive wealth-led marketing communication to increase product penetration and engagement
• Commercialize the sophisticated investments and insurance products, wealth solutions and digital capabilities to clients to grow their wealth
• Build beyond banking privileges and engagement
• Create content and money-can't buy experience that reinforce HSBC Premier Elites premium brand image
• Manage premium lifestyle events and partnerships end-to-end
• Work closely with Proposition team, brand partnership team for opportunities that clients are interested in e.g. HK7s, Curated dining experience, M+ exhibition access

Requirements:

• Experience

• • Ideally with marketing experience within premium banking/wealth, luxury, lifestyle, or other high-consideration categories targeting High-Net-Worth (HNW) / affluent segments
  • Proven track record delivering measurable growth across acquisition and engagement
  • Hands-on experience planning and executing integrated campaigns across paid/ owned/ earned channels
  • Demonstrated experience commercialising complex propositions (e.g., investments & insurance, wealth solutions) with clear customer journeys and compliant messaging
  • Experience managing premium events and partnerships end-to-end.
  • Strong stakeholder management experience working with cross-functional teams and external agencies

• Skills & capabilities

• • Strategic marketing leadership: able to translate business strategy into clear marketing plans, prioritised roadmaps, and executable briefs
  • Customer journey management: ability to design multi-touch communication journeys tailored to HNW needs
  • Brand building for premium audiences: strong judgement on tone, creative quality to build a distinctive Premier Elite premium brand image
  • Commercial and analytical strength: comfortable using data to size opportunities, build business cases, and evaluate campaign effectiveness
  • Excellent communication and influencing skills: able to align senior stakeholders, challenge constructively, and drive decisions at pace
  • Strong project management: able to run multiple workstreams, manage timelines/budgets, and deliver high-quality output under pressure

• Knowledge (preferred)

• • Familiarity with Hong Kong market dynamics for affluent/HNW customers and premium lifestyle ecosystems
  • Understanding of wealth products and solution, and marketing constraints in regulated environments

• Education & languages

• • Bachelors degree or above in Marketing, Business, Communications, or related discipline
  • Fluent English, Cantonese and Mandarin preferred