Global Head of Segment Marketing, IWPB
Central, Hong Kong Island, HK
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International Wealth and Premier Banking (IWPB) helps deliver on HSBC’s purpose of opening up a world of opportunity by providing our customers with borderless banking and world-class wealth management through best-in-class, mobile-first capabilities, and exceptional people. Our international network and breadth of expertise enable us to support individuals, families, business owners, investors, and entrepreneurs. International Wealth and Premier Banking provides a leading premium proposition through Premier Banking and, together with our Private Bank, are present across the world’s most important markets, booking centres, and corridors most valued by our clients. Our wealth offering is further enhanced through our best-in-class manufacturing capabilities in Asset Management and Insurance.
We are currently seeking a high calibre professional to join our team as a Global Head of Segment Marketing, IWPB.
Role purpose
We are seeking a commercially driven and strategically minded Global Head of Segment Marketing to lead Segment marketing across our International Wealth and Premier Banking (IWPB) division. This role covers Emerging Affluent, Higher-tier Affluent including Wealth, Lending, FX, Sustainability and Employee Workplace Solutions (EWS).
As a senior leader in the global marketing team, this role will be responsible for developing and executing go-to-market strategies for these IWPB products and solutions. You will work in close partnership with product & proposition leads, customer segment and country marketing leads, ensuring alignment between product and proposition positioning and customer needs, and driving customer engagement.
This role is a key driver of the bank’s IWPB agenda ensuring that our products and services are not only market-leading, but also clearly understood, well-positioned, and meaningfully differentiated in an increasingly competitive landscape, and to deliver on our ambition to be the leading wealth manager globally.
Principal Accountabilities and Responsibilities
Marketing Leadership
- Lead global segment marketing strategy across business lines
- Translate complex product capabilities into clear, compelling value propositions tailored to segment needs, business priorities, and industry trends
- Partner with Product and propositions teams to support product innovation and commercialisation efforts
Go-to-Market Planning and Execution
- Develop and lead integrated go-to-market plans for new and enhanced products, services, and platforms
- Work closely with product and proposition leads to ensure execution aligned with customer segments
- Define Go-to-market strategies, creative and messaging frameworks to deliver high-impact campaigns to support IWPB business priorities
Content, Campaigns & Thought Leadership
- Oversee the development of insight-led content (whitepapers, media partnership content, case studies, video, digital assets) to showcase IWPB’s strengths particularly in Wealth and Affluent segment
- Run targeted campaigns to drive product/segment adoption, pipeline growth of NTB customers and deepening wealth penetration
- Collaborate with global communications and brand teams to elevate visibility on IWPB strategic priorities
Performance & Insights
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- Establish robust KPIs to track product/segment marketing effectiveness, lead generation, and business impact
- Use data and client insights to continuously optimize positioning and campaign performance
- Champion the voice of the client and market trends in shaping product marketing strategies
- Drive innovation and encouraging a “test and learn” environment
Leadership & Teamwork
- Lead and mentor a global team of marketers aligned by product and segment pillars.
- Act as a key liaison between marketing, product, sales, and client coverage teams.
- Enable a performance-driven culture through transparency, insight, and continuous improvement.
- Lead from the front as an advocate for Agile Principles and drive an Agile way of working in the team and beyond to leverage cross functional expertise.
- Lead by example in transparently promoting the organization’s values and delivering in an aligned manner.
- Create an environment that supports diversity and reflects the HSBC brand.
Functional Knowledge
- 15+ years of experience in B2C financial services marketing, with a focus on segment and product marketing
- Experience in wealth and affluent marketing, creative/design agency or communications experience is advantageous
- Demonstrated success in creating go-to-market strategies that bridge product and customer engagement.
- Strong cross-functional leadership skills, with experience working in matrixed, global organizations.
- Proven ability to lead high-performing teams and influence senior stakeholders across business and marketing functions.
- Strong analytical, communication, and storytelling skills.