Head of Public Website - HSBC - Depew, New York - EXPIRED
Posted on: 02-28-2020 in Depew, New York
This is an archive of an expired job.
Job Information:
Company: HSBC
North America-United States-New York-DEPEW
We have
committed a billion dollars globally to a digital revolution, to drive
innovation and transform our digital customer experiences. In support of this,
we are building digital solutions that will impact the lives of our Retail
Banking and Wealth Management (RBWM) customers across the United States. While
this role supports the US market it’s part of a global structure of Digital
teams that are an integrated global group of over 3500 technologists and
commercial thinkers, working across our offices in London, India, China, Hong
Kong, the US, Canada, Poland and Mexico.
We are
looking for collaborative thinkers with the spirit to drive change quickly. We
need strong leaders who balance strategy and execution skills allowing them to
develop a plan while also rolling up their sleeves to execute and drive results
for our customers. We champion brave new ideas that will transform future
customer experiences.
In this
role, you will report into the Head of Digital Customer Engagement for the US,
where you will have a key role in defining and driving change in how HSBC
communicates with its digital prospects and customers across all products,
propositions, customer segments, digital channels and message types in the
future. You will own the public facing website for HSBC in the US and be
responsible for ensuring a best in class experience for prospects and customers
that simplifies their ability to get the information they seek while reducing
friction. You will need a strong understanding of Search Engine Optimization
(SEO) and how to leverage content, link building and other techniques to drive
top of page rankings. You will require exceptional influence management and
orchestration skills to work across functional and business lines to
strategize, develop and deliver a best in class website and customer
experience.
We are
looking for a seasoned leader who has owned and run a website and can
collaborate with all staff and management to ensure that the website aligns
with brand strategy and meets HSBC standards. We need a person who can plan,
implement, manage, monitor and upgrade the HSBC US website to deliver best in
class prospect and customer experiences. We need you to ensure content is up to
date and that HSBC is delivering a personalized experience whenever possible.
You will own SEO, driving top of the page rankings for key HSBC terms while
growing visitors and relevant web traffic metrics.
You
will need to blend creativity with a test and learn mindset to conduct A/B
testing to improve quality, relevance and overall User Experience. You will
conduct content audits to eliminate redundant and/or duplicate information
while meeting accessibility requirements. We need you to keep up-to-date with
industry best practice and competitor websites. Finally, we need you to
identify needs from different department and build partnerships to drive
project progress across RBWM and share our best practices with global functions
Principal Accountabilities: Key activities and decision making areas
- Develop
a SWOT analysis including a competitive analysis on our current Public Website
capabilities
- Develop
a strategy and 3 year plan for the Public Website including a measurement
framework to define how we will define success and track our performance
- Own
the KPI’s for the Public Website including all SEO related metrics
- Drive
thought leadership and cultural change across organization
- Develop
library of customer-centric digital messaging use cases that support the Public
Website agenda
- Build
long-term relationships with all stakeholders and strategically influence and
leverage the matrix organization to achieve delivery of the Public Website
priorities
- Build
close and collaborative relationships with the key global stakeholders to
support the effective delivery of the US strategic agenda for the Public
Website
- Identify,
understand and communicate execution risks in relation to the Public Website,
suitably mitigating or securing SMR approval as required.
- Meet
all Privacy and Control & Compliance objectives
Responsibilities:
- Manages
the day to day relationships with CVM, CRM, Marketing and Product owners to
develop and execute an annual strategic plan for the Public Website
- Establish
and own the KPI’s for the Public Website, including SEO metrics, YoY visitor
growth, Home Page engagement rate, Leads generated, Organic Sales
- Ownership
of the SEO relationship, championing the changes needed to optimize search
rankings, which includes the content structure on the website
- Manages
the intake of new requests across the business to centralize the demand,
improve completeness of requests, while managing the strategic alignment of the
requests to submit for fulfilment
- Support
ongoing marketing campaigns and lead test and learn optimization activities to
maximize investment
- Deliver
test & learn programs that transform ‘best practice’ from Group and other
markets into ‘must do’ processes for the US market
- Liaise
with DaaC Operations in delivering relevant experiences, messaging and content
- Liaise
with Digital Platform teams to deliver platform capabilities (i.e. AEM
enhancements, Lead Forms, Calculators) to drive the utilization of new features
to ensure our web experience is optimized
- Work
with Privacy, Legal and Compliance to ensure we meet all our control objectives
including annual certifications for all PWS content and user accessibility
- Support
overall digital engagement and sales
- Work
with the global DaaC organization to ensure we execute and deliver better
customer experiences faster
- An individual with a strategic and innovate
approach to delivery, comfortable with a high level of ambiguity prepared to
relentlessly drive through extensive change to an aggressive timeline
- Proven experience in owning and managing a
Public Website from SEO, to brand and content deployment to prospect journeys
with measurement and improvement plans
- Credibility and ability to influence
stakeholders convincingly with well-considered logic
- Effective written and oral communication and
influencing skills and fluent in all Microsoft Office tools
- Experience in providing thought leadership,
and driving a complex change agenda, and an ability to challenge the “status
quo”
- Strong commercial mind-set with experience
that translates into prioritization and alignment building that results in the
best business outcomes
- Deep understanding of digital tools,
techniques and a hunger to use existing and new tools to drive a better outcome
for customers and the bank
- Experience in ‘rolling up your sleeves’ and
personally taking charge driving change and impact
- Proven experience working in an Agile
organization
- Familiarity with the Adobe marketing tech
stack (i.e. Audience Manager, Target, Analytics), PEGA, Salesforce, Celebrus,
QlikSense reporting and Jira/Confluence a plus
EEO/AA/Minorities/Women/Disability/Veterans
If you would like to notify the Diversity Recruitment team of your application or if you are simply interested in learning about opportunities at HSBC, please email
[email protected]