*marketing plan & effectiveness manager*
*role purpose*
this role is part of the marketing function management team, which plays a crucial role in ensuring that a consistent operating framework and process is used to formulate, agree, optimise, prioritise and evaluate plans for execution.
this includes the definition and management of the appropriate financial resources required for effective delivery.
it also works closely with the business to ensure budgets are deployed effectively and are clearly measured.
the function focuses on understanding retail and wholesale customers and products to provide planning support to strengthen the hsbc brand, support the drive for revenue and increase customer value and satisfaction in order to meet agreed targets and objectives at both a regional and market level.
develop and implements processes to ensure efficient operation within a well governed and controlled environment.
lead and deliver reporting for senior leaders and stakeholders across both the business and function, providing visibility on targets and value driven by marketing programmes.
ensure that local teams measure against a consistent set of effectiveness metrics.
*principal accountabilities and responsibilities*
- supporting the overall planning process (financials, phasing, effectiveness, governance and ways of working) that drives marketing activity, with involvement and participation from local markets to derive marketing plans that support global and local targets and objectives
- financial management of marketing budgets: campaigns (direct costs), staff costs (indirect costs) and global recharges.
- dynamic planning when critical factors appear, e.g.
: budget reductions, product or campaign underperformance, rebates, fx volatility, inflation, etc.
- supporting the marketing effectiveness agenda to ensure that marketing spend is optimal and generates an adequate return on investment and that business partners are updated on the results of the function
- communicating processes and standards for marketing effectiveness, agreeing objectives and targets across the region and monitoring/reporting on overall effectiveness and performance evaluation measures
- on-going evaluation of annual plans and budgets, to ensure the resources required are in place and that markets within the region are in line with the overall global governance framework
- ensure that there is a clear understanding of wpb and wholesale business and marketing strategy and objectives to provide a consistent and clear framework for the consideration and prioritization of planned or new activities.
- ensuring that all marketing activities adhere to hsbc processes and procedures relating to the mitigation of financial and operational risk, and are compliant with local regulations and codes of practice
- facilitating the development of process and operational strategies and measurement of their implementation progress.
- understand campaign performance and the agreeing consistent kpis for all activities to evaluate romi and areas of opportunity for enhanced performance.
- the sourcing, collation, analysis and evaluation of all aggregated performance data attributed to marketing activity.
- working with other team members within marketing to lead the definition of key metrics and datasets required to assess the performance of all marketing activity.
- the ongoing updating and maintenance of marketing dashboards and commentary to senior stakeholders and other key audiences.
- providing and interpreting financial information and analyzing, change and advise accordingly, as well as managing financial accounting, monitoring and reporting systems and producing accurate financial reports to specific deadlines
- working to identify root cause for shortfalls versus plan and prior year, as required.
identifying, recommending and implementing corrective action plans as required.
- develop the local marketing dashboard to provide visibility of efficiency, romi, effectiveness, brand metrics, multiple use of assets etc.
- coordinating all local marketing effectiveness measurement reporting and mi on behalf of the function within marketing and identifying and analyzing key datasets, benchmarks and reporting on market performance to contribute to overall marketing effectiveness measures
- the role holder needs to be the 'go to' person for operational 'non marketing' issues and activities required in a large corporate and to be able to resolve them with the minimum of input from the teams (e.g.
tax matters, procurement, amortizations, payments, legal, compliance, etc.)
- the job holder is accountable for the management of the local marketing budget on behalf of the business line head of marketing as part of the evaluation of the delivery of the local strategy and plan.
- governance and process requirements for marketing are assessed, communicated, and evaluated by the role holder.
- an understanding of the wider processes developed and