Senior International Propositions Manager

HSBC Holdings plc; Hong Kong; On-site; HKD 900,000 - 1,500,000; Full time

Job summary

HSBC is seeking a Senior International Propositions Manager to lead and optimise the Global Chinese marketing strategy across Hong Kong, China and Singapore. You will drive multi-market campaigns, brief creative and media agencies, and ensure culturally fluent content while maintaining brand safety and strong storytelling across touchpoints.

The role requires Mandarin/Cantonese proficiency and strong English communication, plus extensive consumer marketing experience in financial services.

Qualifications

• Mandarin and Cantonese proficiency is a must, with excellent English communication.
• Bachelor’s degree in Marketing, Business or related field.
• Extensive consumer marketing experience in a management role, preferably in financial services.
• Significant experience in strategic marketing and integrated campaign leadership across Hong Kong and China.
• Proven track record delivering measurable growth in acquisition, engagement, or brand metrics.

Responsibilities

• Own the Global Chinese marketing strategy with HK, China and Singapore stakeholders.
• Lead planning of integrated multi-market campaigns across paid, owned, and earned channels.
• Shape go-to-market plans for Global Chinese customers; brief agencies for content and storytelling.
• Define KPIs and dashboards, run experiments, optimise spend and channel mix.
• Influence regional stakeholders to align priorities and comply with governance.
• Conduct timely competitor analyses to keep strategies competitive.
• Manage marketing budgets and ensure effective ROI.

Skills

Cultural fluency

Mandarin/Cantonese proficiency

English communication

Strategic marketing

Integrated campaigns

Digital & social marketing

Lifecycle marketing

Partnerships & events

Agency management

Stakeholder management

Regulated industries experience

Education

Bachelor’s degree in Marketing/Business or related field

Job description

We are currently seeking a high calibre professional to join our team as a Senior International Propositions Manager.

In this role you will:

• Own the Global Chinese marketing strategy (by working with HK, China and Singapore stakeholders in Marketing, Proposition and Distributions) to set the vision, positioning, and annual plan to grow brand relevance and acquisition/referrals/engagement
• Lead the planning of integrated, multi-market campaigns across paid, owned, and earned channels (out-of-home display, digital, social, CRM, partnerships, events), balancing consistency with smart localisation
• Shape go-to-market plans relevant to Global Chinese customers. Brief and oversee creative, media, and PR agencies to ensure culturally fluent content (Mandarin / Cantonese where relevant), brand-safe execution, and high-quality storytelling across touchpoints
• Define KPIs (awareness, consideration, leads, conversion, NPS/engagement), track performance dashboards, run test-and-learn experiments, and optimise spend and channel mix
• Influence stakeholders across regions to align priorities and ensure compliance with brand / regulatory requirements with effective governance
• Timely competitor analysis to ensure our strategies and offers are competitive
• Manage marketing budgets and ensure effective deployment to enhance return on investment

To be successful you will need:

• Ability to assess and guide culturally fluent marketing for Global Chinese audiences
• Mandarin and Cantonese proficiency is a must (or demonstrable experience leading Mandarin/Cantonese creative development with native-language reviewers), as well as excellent communication skills in English
• Bachelor’s degree in Marketing, Business, or related field (or equivalent experience)
• Extensive consumer marketing experience at management role, preferably in financial services
• Significant experience in strategic marketing and integrated campaign leadership, ideally across both Hong Kong and China
• Proven track record delivering measurable growth outcomes (acquisition, engagement, conversion and/or brand metrics)
• Hands‑on experience across digital and social, lifecycle marketing, partnerships and events; strong understanding of paid media and performance optimisation
• Strong agency management experience (creative, media and PR), including briefing, evaluation and performance management.
• Experience working in a matrixed organisation with multiple stakeholders and competing priorities.
• Experience operating in regulated industries (e.g., financial services) is strongly preferred, with demonstrated ability to deliver within governance frameworks.
• Commitment to putting the customer and brand at the heart of all strategic thinking and implementation of activities