Senior Copywriter - Digital Content

Job description

China is a key strategic market, with significant sales growth targets and potential. In order to support HSBC’s growth in the market, we set up HSBC Pinnacle Venture, one of HSBC Group’s strategic priorities to invest and launch new capabilities and services across health, investment, insurance, employee benefits, pension, financial planning, and wealth management via its multiple licenses and entitles beyond the Bank. China is the first market to land with potential future growth in other markets. The first business launched by HSB Pinnacle Venture is HSBC Personal Wealth Planning, which is a mobile financial planning business. It aims to provide Chinese clients with a differentiated, needs-based financial planning proposition, with solutions that support our customers and their families’ holistic wellbeing. Going forward, we will also expand our offerings to include corporate and employee benefits solutions

The Proposition and Marketing squad has been set up to develop and launch truly compelling, customer-centric customer offerings and experiences, and communicate these offerings through highly effective and relevant omni-channel marketing activities to drive commercialization. The [Copywriter)] is a new role, and will focus on helping to define the narrative behind our propositions, create conviction in our thought leadership on financial planning, develop creative, innovative and compelling copywriting and campaigns to drive commercial results and engage clients, and create content which can invigorate and support our frontline in connecting with our clients. We are looking for an individual who can reflect HSBC’s tone of voice of intelligent wit, human, insightful, and confident, but yet truly reflect a customer-centric communication relevant to the social media environment in China:

· Develop exciting, compelling, clear, concise, customer-centric long and short form copy appropriate to a variety of project goals and audiences including clients, frontline and staff
· Flexibility and appropriate copy capabilities across multi-media channels (online articles, videos, physical brochures etc) and various social media platforms especially WeChat
· Demonstrate creativity and emotional connection with clients in copywriting particularly with driving campaigns and core proposition narratives
· Be able to articulate core values and proposition from the financial sector
· Work with agencies and other internal copywriters to optimise copy and copy process
· Optimise and reconfigure existing internal and external communications to adhere to UX best practice
· Incorporate quality copy solutions as they relate to UX and design
· Elevate and strengthen copy as a discipline
· Collaborate with UX, design, user research, customer experience and product management teams to understand user needs, identify design and copy opportunities and create meaningful product experiences
· Implement a human-centered design and copy process that spans all phases of development
· Frame copy solutions and explain thinking and rationale in a compelling way

岗位职责：

· 理解品牌需求，把握创意方向，参与项目的创意构思、各类文案的发展及撰写（包括且不限于线上品牌社交媒体、线下平面海报等）
· 创造符合品牌调性的文案风格，以适应最新的创意实践并不断发展和适应市场需求
· 通过有效地管理内部和外部文案资源的容量和效率，使文案内容按时间计划有效执行
· 对社交媒体有自己的见解，敏锐捕捉网络热点，跨部门协作创造符合品牌需求的作品

HSBC is an equal opportunity employer committed to building a culture where all employees are valued, respected and where opinions count. We take pride in providing a workplace that fosters continuous professional development, flexible working and opportunities to grow within an inclusive and diverse environment. We encourage applications from all suitably qualified persons irrespective of, but not limited to, their gender or genetic information, sexual orientation, ethnicity, religion, social status, medical care leave requirements, political affiliation, people with disabilities, color, national origin, veteran status, etc., We consider all applications based on merit and suitability to the role.

Desired profile

Qualifications :

·  3 - 5 years of experience in an editorial or copywriting role
·  Relevant industry experience and qualifications – very strong content experience in China social media, and across multi-media channels
·  Content creation background in Financial Services is preferred
·  Portfolio of work
·  Confidence to work independently
·  Works effectively and efficiently

Other:

·  Good understanding of user experience and digital best practice
·  Experience of multi-channel content creation (web, print, mobile, tablet)
·  Strong communication skills, both written and verbal, to explain complex or technical issues
·  Good understanding of customer-centric approaches
·  Good understanding of user friendly concepts
·  Excellent time management and prioritisation of projects and tasks
·  Passion and enthusiasm
·  Team player
·  Ability to embrace new technologies and learnings
·  Demonstrates a collaborative approach to problem solving

岗位要求：

·  3-5年文案工作经验，知名4A、数字互动广告文案经验优先
·  英语能力较好优先
·  责任心、良好的表达沟通和跨团队协作能力
·  对新鲜或未知的事物抱有强烈好奇
·  较为成熟的文字驾驭能力，文理思路清晰，结构严谨
·  能够表达创意理念，并进行流畅的创意阐述

***Issued by HSBC Electronic Data Processing (Guangdong) Ltd. GSC China***