Brand Experience Producer

Job description

Role Title: Brand Experience Producer

Business: Marketing
New or Existing Role? New
Grade: GCB4

Role Purpose
· HSBC's Global Marketing function is focused on supporting the strategic and revenue growth priorities of the Bank. The function focuses on understanding customers and the identification, development and execution of Marketing strategies, campaigns and activities that support and strengthen the HSBC brand. Global Marketing supports the drive for revenue and increase customer value and satisfaction in order to meet agreed targets and objectives at both global and market levels. The function also ensures global consistency of the brand promise in customer communications across all Business Lines and channels to drive customer value, while mitigating any potential brand reputational risk.
· Overview:
· The Brand Experience Producer sits within Group Marketing and will be managing two complementary, but distinct programmes of work: 1) Global Brand Experience and Airports, and 2) Global Brand Design and Management. Each of these programmes align on a common ambition to assist in making our brand more iconic, meaningful and rewarding for customers and prospects across all channels. They also deliver a consistent brand experience to drive stronger brand engagement and brand consideration globally.
· The jobholder will be expected to stay abreast of the latest design, media & technology trends to help HSBC develop leading customer experiences. Responding to these trends will help HSBC stay relevant, whilst also mitigating any potential risks they may pose to our brand.
· Primary responsibilities:
· Managing projects end-to-end for both programmes.
· Managing stakeholders and vendors.
· Coordinating resource requests and allocating time.
· Developing project plans.
· Authoring RFPs, managing proposal responses, assisting with vendor selection, and negotiating contracts.
· Managing budgets with no overspend.
· Working closely with global and local brand teams, procurement and legal teams.
· Executing leading brand experiences including production, maintenance and installation

Key Accountabilities
Impact on Business Impact on the Business / Function
· Airports:
· To align all airport customer / prospect activity across the group to ensure that we are providing customers / prospects and internal stakeholders with a consistent brand experience within our airports communications.
· Brand Design and Management:
· Improve the efficiency and consistency of our brand management operations globally.


Customers / Stakeholders

· Liaise with internal colleagues, Global Marketing colleagues, agency teams and other external vendors.
· Strong collaboration with internal and external stakeholders and agency partners in creating global consistency across the programme.
· Build strong awareness, support and usage of Global Brand's improved brand management tools and techniques.


Leadership & Teamwork

· Support an open, connected and dependable work culture within Global Marketing based on HSBC Values of respect for people, integrity of actions, creativity and collaboration leading to increased productivity.
· Lead and manage projects, to ensure that they are delivered to a consistent high standard and are on brand.
· Assist management of specific tasks and projects with internal stakeholders / global roster agencies.
· Liasing directly with agency partners for specific tasks including strategy and insights, production, installation and maintenance.
· Effective liaising with local market teams, providing strategic updates, exploring new opportunities, providing principles & guidelines so that they can deploy locally.

Operational Effectiveness & Control

· Airports:
· As appropriate measure the production effectiveness of the airport programme in a consistent way.
· Ensure all agreed costs, quality and delivery commitments to stakeholders by Global Marketing teams are met.
· Brand Design and Management:
· Reduce the number of brand governance requests by enabling global stakeholders to “self-serve” using our new brand management tools.

Major Challenges
· HSBC operates under a single brand name and logo all over the world in circa 70 countries and territories. It is made up of 4 business lines and range of sub-brands, and partnerships. This requires managing a broad range of customer needs, stakeholder considerations while maintaining consistency.
· The HSBC brand is worth over USD 20 billion and must be constantly nurtured and protected. It must also be flexible and adaptable in an environment of changing priorities, challenging bureaucracy while staying true to all the values and strategy of the Group.
· HSBC helps millions of people across the world to manage their finances, buy their homes, and save and invest for the future. This role will contribute in helping our customers world-wide have a positive association and more meaningful experience with the HSBC brand.
· As the world's leading international bank HSBC's decisions and actions can have far reaching global impacts.
· Creating a true sense of urgency, pace and collaboration across delivery partners while delivering complex and / or large scale initiatives.
· Airports programme:
· We have a significant investment across the Global Airport Programme and our brand is present in 21 airports globally.
· The Airports programme empowers our +240k employees by giving them a sense of pride when they see our brand presence within airports around the world.
· Senior Management take an active interest in the level of investment across the programme. They need to be informed regularly and their endorsement sought at all times.

· Global Brand Design and Management:
· The Global Brand Design and Management team is the primary source for brand design development and governance across the bank.
· Brand design activities occur in our 70+ markets and across our four business lines.
· Annually the team receives thousands of design requests including approvals, brand identity development requests, and provides design services.
· To accommodate the broad range of request HSBC's Global Brand team is investing in developing new brand management tools and techniques.

Role Context
· The Brand Experience Producer will support the Head of Global Brand Design and Management, and the Head of Global Brand Experience & Airports. The successful candidate will:
· Global Brand Experience and Airports
· Manage the day to day effectiveness and operations of the Global Airport Programme, assisting both global and local teams.
· Lead the implementation the Global Airport strategy across the group / programme, while helping to increase brand value and consistency across all our current and future airports and channels.
· Manage brand design airport enquiries across the group for production, maintenance and installation.
· Create and update existing airport processes e.g. approval workflow charts and forms.
· Work closely with the brand campaign team on brand activation initatives.
· Global Brand Design and Management:
· Support the transition of the programme to become more Agile.
· Identify, evaluate and help to implement Agile methodologies, tools and practices.
· Apply Agile techniques to the Global Brand Design and Management team's design operations to help improve efficiencies.
· Support the day-to-day management, optimisation and evolution of create.hsbc, HSBC's global brand and design platform.
· Working with Global Publishing Services an inhouse design resource studio.
· Manage the creation of new brand design and management platforms and tools.

Role Dimensions
· This role has a large impact on brand association for all our stakeholders, customers,
prospects and employees (past, present and future).
· The role is to support and partner with all of our Global Businesses to contribute to the
growth and success of the group by having a strong and unified brand.

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.
· 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 entity management and/or
the appropriate department.

Observation of Internal Controls

· The jobholder will 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.

Desired profile

Qualifications :

Knowledge & Experience / Qualifications

·  Strong understanding and experience of branding management, marketing and partnerships in both B2B and B2C.
·  High ethical standards; able to manage very confidential information and projects.
·  Project management client or agency experience of working on a global brand(s) or with a large integrated agency or consultancy.
·  Experience:
·  Minimum 5+ years marketing experience working on global brand(s).
·  Experience working with a leading integrated agency / consultancy, production and creative agencies.
·  Experience of either creative services or a strong understanding of the production process.
·  Experience with Design Operations (DesOps) practices.
·  Working effectively in a rapidly changing and demanding environments, across time zones and across business activities internally and externally.
·  Building rapport with and maintaining strong relationships with external suppliers and senior stakeholders.
·  Proficiency using Microsoft Office e.g. Word, Project Management, Powerpoint and Excel.
·  Depth of experience in digital processes, tools and techniques.
·  Experience using the Adobe AEM CMS.
·  Agile trained and experience applying Agile tools and techniques e.g. scrums, sprints, boards, Jira etc.
·  Skills:
·  Strong project management and ability to be flexible in approach.
·  Strong interpersonal / communication skills to influence stakeholders.
·  Strong attention to detail.
·  Ability to build trust with stakeholders to navigate efficiently in a global & complex organization.
·  Ability to work on own initiative, under pressure, and deliver projects on time and within budget.
·  Technically savvy in working with software packages as above.


We are a diverse workforce and it is part of our organizational culture, it reflects our belief that diversity of thought, background and perspective make HSBC a stronger organization. We strive to implement a culture that is inclusive, diverse, positive and performance-oriented. Having a diverse workforce allows us to benefit from a variety of perspectives and strengthens our local and global competitiveness. We value diversity in our workforce and encourage all qualified candidates to apply from a variety of perspectives and strengthens our local and global competitiveness. We value diversity in our workforce and encourage all qualified candidates to apply.

As a business operating in markets all around the world, we believe diversity brings benefits for our customers, our business and our people. This is why HSBC is committed to being an inclusive employer and encourages applications from all suitably qualified applicants irrespective of background, circumstances, age, disability, gender identity, ethnicity, religion or belief and sexual orientation.

We want everyone to be able to fulfil their potential which is why we provide a range of flexible working arrangements and family friendly policies.

https://www.hsbc.co.uk/1/2/popups/uk-privacy-statement#/ overview