Head of Customer Insights, Analytics & Planning Head of Customer Insights, Analytics & Planning …

Fidelity International
in Hong Kong
Permanent, Full time
Last application, 20 Sep 21
Negotiable
Fidelity International
in Hong Kong
Permanent, Full time
Last application, 20 Sep 21
Negotiable
Fidelity International
Reporting to the Regional Head of Marketing, APAC ex Japan, your role is to lead the development of Planning, Insight and Data Management in order to support the ambitious channel growth plans over the next five years. The role requires market leading strategy and plans that continue to evolve Fidelity into an iconic and trusted brand. The role works across all channels for the APAC region - ISS across Wholesale, Private Bank, Institutional, end Investor and WPFH - Personal Investing, Workplace Investing.

Department Description

The Regional Marketing team is a dedicated marketing centre of excellence resource within the Asia Pacific ex-Japan region designed to foster excellence in marketing strategy and execution through the development of regionally executed marketing programs and the provision of strategic and tactical support to country marketing teams. The regional team works alongside country channel marketing teams as well as regional and local distribution teams to ensure a consistent strategic direction for our sales and marketing programs. With the marketing efficiency supporting 2030 FIL growth target, the regional marketing team works alongside Global CMOs team across global key initiatives to ensure scalability, transferability and adaptability.

The Customer Insight, Analytics & Planning Team is designed to harness information and insights from within Fidelity, combine these with world class regional research, analytics and insights to create strong competitive advantage across Fidelity's brand, thought leadership and investment marketing programs.

Purpose of your role

Reporting to the Regional Head of Marketing, APAC ex Japan, your role is to lead the development of Planning, Insight and Data Management in order to support the ambitious channel growth plans over the next five years. The role requires market leading strategy and plans that continue to evolve Fidelity into an iconic and trusted brand. The role works across all channels for the APAC region - ISS across Wholesale, Private Bank, Institutional, end Investor and WPFH - Personal Investing, Workplace Investing.

  • As part of the marketing management team, you will assist in the development of the ISS & WPFH marketing strategy and developing a world class marketing team. The role will lead the Marketing planning process, working closely with the local & regional marketing team heads, ensuring joint marketing initiatives and people development are considered as well as appropriately documenting plans and ensuring a review process is in place.

  • The role will support the markets in developing a commercial marketing plans and ensuring marketing performance is high on the agenda. The role will lead on the agenda and engagement with any company-wide capability which supports this need.

  • Supporting our desire to be a leading brand, the role with oversee customer insight development and management, including Voice of the Client, Brand Health Survey and other world-class insight programmes, to ensure client needs are at the centre of our approach. That we have a deep and rich knowledge of our client segments, brand and proposition strengths, competitors and we deliver actionable insight that can help position and promote our products and services, service delivery and client engagement. This includes capturing the voice of the client to support the channels in addressing recurring issues through root cause analysis and action plans
  • The role will also lead and manage the customer data planning capability ensuring we deliver market leading analytics, process oversight and data integrity.
  • Supporting our desire to be a leading brand, the role with oversee insight development and management, ensuring client needs are at the centre of our approach, that we have a deep and rich knowledge of our client segments and we deliver actionable insight.

Key Responsibilities

Providing overall functional leadership for the Insights, Analytics & Planning marketing community, specific responsibilities will include:

Strategy & planning

  • Working with the marketing management team to define the optimal mission for Marketing
  • Lead the planning process, ensuring plans are well documented and include global & regional initiatives and capabilities e.g. technology and platform capabilities to support a developing marketing model
  • Lead the plan review process with a focus on metrics, learning and improvement
  • Building (personally and with the team) trusting and purposeful relationships, especially with the country marketing teams, and global counter-parts, so that the Marketing team is clearly seen as a value added agent of change
  • Develop strong relationships with your marketing colleagues and members of the wider business to underpin a customer centric approach business approach

Marketing performance, data planning and management

  • Design and implement audience led contact strategies based on data interrogation and insight across all channels.
  • Proven experience leading a marketing analytics team and developing data roadmaps aligned to business needs. Experience of working in a business with large and complex data sets.
  • Passionate about using data to drive insights and optimisations that create better experiences for consumers and improve business results.
  • Strong understanding of data protection legislation. Work closely with the DPO and represent marketing in the development of privacy policies, consent processes and other DP areas.
  • Build strong analytics capabilities within the team and embed a culture of measurement within the wider marketing teams and channels
  • Ensure marketing analytics are represented on and integral to of Fidelity's data and technology developments
  • Lead strategic data analytics projects to identify or explore marketing and business development opportunities in all channels.
  • Be responsible for ensuring the integrity of marketing data and complying with data protection requirements

Customer Research & Insight

  • Client needs and brand positioning, building marketing insight which will enable Fidelity to better understand, and communicate with our key audiences.
  • Develop and manage research which leverages both primary and secondary techniques to gain the best understanding of our customers and competitor landscape
  • Responsibility for enriching the definition of target customer segments and the creation of overarching segment personas- embed a consistent approach to personas within the business
  • Manage the voice of the client programme (NPS, TNPS etc), to build a customer led picture of drivers of satisfaction and dissatisfaction, working with respective channel and service teams to develop closed loop strategies, action plans and progress tracking

Experience and Qualifications Required

  • Agenda setting and leadership of direct and matrixed teams, with the ability to drive impact through influence
  • World-class brand and marketing skills, developed in a global blue chip environment with a strong analytical bias. Ideally with experience of working across D2C and B2B and client segments.
  • Experience of leading commercially driven marketing insight programmes
  • Lead the management, development and application of key research trackers including but not limited to the annual brand tracker and the NPS tracker
  • Understanding of fundamental techniques of qualitative research, focus groups and quantitative surveysManage regional KPI programs and reporting to the broader business on Fidelity's competitive advantage, market trends and customer insights.
  • Develop and maintain regular and scheduled marketing results dashboards to ensure the team are aware of brand performance and issues as they arise.
  • Knowledge and experience of leading analytical and modelling tools (e.g. SAS, SPSS, KXEN etc.).
  • Experience with visualization programs like Tableau, full knowledge of Excel and what it's really good for, knowledge of SQL databases
  • Strategically strong. The ability to handle ambiguity; take measured risks and be bold; identify clear goals and focus on their delivery. Able to operate at a strategic level whilst not losing sight of the operational detail.
  • Commercially astute, experienced negotiator, with demonstrable experience of managing vendor relationships.
  • Proven leadership skills, able to provide clarity and vision.
  • Entrepreneurial and growth-oriented mind-set with well-developed commercial instincts. Ambitious for the business with a restless dissatisfaction with the status quo
  • Comfortable operating at a senior level in a large international business; able to drive impact through influence as much as control
  • An energetic and high impact individual who is comfortable operating at pace in a collegiate but demanding and results-oriented environment
  • Outstanding interpersonal skills, with the credibility and style to build respect and trust at all levels.
  • A natural self-starter with the appetite for the considerable workload, intensity and challenges presented by Fidelity's growth and the developing businesses.
  • A team player, who will be able to work within the overall culture and fit with its entrepreneurial but collaborative style.
  • Provide leadership, coaching and development to all direct reports

Company Overview

Great minds, better together.

Fidelity International is an equal opportunities employer and is commited to a policy of treating all its employees and job applications equally.

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