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Business Descriptor:
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.
Role Purpose:
WPB serves more than 50 million customers globally with a complete range of banking and wealth management services to help customers manage their finances and build their financial futures. Within WPB, the Cards team is responsible for acquiring new customers and improving portfolio profitability to deliver sustainable growth.
This role leads end-to-end Credit Cards acquisition and onboarding performance across all key channels (digital, branch, sales distribution, tele, partners and alliances). The role is accountable for delivering acquisition targets, improving funnel conversion, optimising CPA, and driving early MOB activation and usage. In addition, the role owns the strategy to deepen relationships by converting “card-only” customers into broader WPB relationships through cross-sell into liabilities (CASA/TD) and wealth (investments/insurance), in partnership with Distribution, Wealth and CVM teams.
Principal Responsibilities:
1) Acquisition strategy & delivery (multi-channel)
- Own country Credit Cards acquisition performance across digital, branch, sales distribution, tele, partners and alliances; deliver applications, approvals, bookings and activation targets.
- Define channel strategy, sourcing mix, and execution roadmap; establish governance cadence (weekly/monthly reviews) with channel owners and senior stakeholders.
- Drive partner/alliance performance management including pipeline, productivity, quality, and adherence to agreed controls and customer outcomes.
2) Funnel optimisation & onboarding excellence
- Review end-to-end funnel efficiency (lead → application → approval → booking → activation) and identify conversion drop-offs by channel and segment.
- Partner with Operations and Technology to improve straight-through processing, reduce TAT, and simplify journeys while maintaining robust controls.
- Own onboarding process health: documentation quality, rework reduction, exception management, and customer communications.
3) Cost, productivity & profitability management
- Own CPA across channels; optimise acquisition cost through sourcing mix, productivity levers, vendor/partner governance, and continuous test-and-learn.
- Track unit economics and profitability drivers (activation, spend, revolve, attrition) and adjust acquisition levers to improve portfolio value.
- Ensure disciplined budget management and benefits realisation tracking for acquisition initiatives.
4) Early MOB activation & usage
- Drive early MOB activation and usage programmes for newly sourced customers to improve engagement and long-term profitability.
- Partner with Marketing/CVM and Digital to implement trigger-based journeys and targeted offers aligned to customer needs and fair outcomes.
5) Cross-sell: card-only base to liabilities & wealth (added scope)
- Own the strategy and execution to convert “card-only” customers into deeper relationships by driving cross-sell into liabilities (CASA/TD) and wealth (investments/insurance).
- Partner with WPB Distribution, Wealth, CVM/CRM, Analytics and Digital teams to design propositions, next-best-action journeys, and fulfilment routes.
- Build and manage cross-sell funnels with clear KPIs (attach rate, conversion, incremental balances/AUM, incremental revenue), ensuring suitability/appropriateness and customer-centric outcomes.
- Establish governance and reporting to track incremental value delivered from card-only base conversion and remove delivery bottlenecks across teams.
6) Risk, policy & controls
- Work closely with Credit Risk to track policy performance, recommend changes, and ensure controlled implementation with clear communication to channels.
- Ensure acquisition practices align to risk appetite, portfolio quality objectives, and conduct standards.
- Maintain oversight of operational risk, third-party risk (partners/alliances), and control effectiveness across acquisition journeys.
7) Regulatory & compliance management (India)
- Maintain strong understanding of Indian regulatory requirements impacting cards acquisition, onboarding, marketing and customer communications.
- Liaise with Compliance, Legal and other stakeholders to assess impact, define change requirements, and deliver regulatory commitments on time.
- Support audits/reviews and ensure timely closure of findings with sustainable fixes.
8) Customer experience & complaint reduction
- Liaise with Customer Care to understand complaint themes, identify root causes, and implement SOPs/journey fixes to reduce repeat complaints.
- Improve customer communications and handoffs across onboarding and early life-stage servicing to strengthen customer experience.
9) People leadership, talent management & culture (small team leadership)
- Lead and develop the team, setting clear objectives, coaching performance, and building functional depth in acquisition analytics, journey optimization and stakeholder management.
- Create a strong talent and succession plan for the team; ensure continuous learning and capability uplift aligned to business priorities.
- Foster an inclusive, collaborative culture across the extended stakeholder network, role-modelling HSBC values and disciplined execution.Key Stakeholders:
- Head of Credit Cards; Head of Lending organisation
- WPB Distribution (Branch, Sales Distribution, Tele-sales, Digital Sales)
- Wealth teams (Investments/Insurance), CVM/CRM, Marketing, Analytics
- Credit Risk, Fraud Risk, Financial Crime Compliance
- Compliance, Legal, Regulatory Affairs
- Operations, Service, Customer Care
- Technology / Digital Product teams
- External partners, DSAs, alliances, vendors
Key Performance Indicators (KPIs):
- Acquisition: applications, approvals, bookings, activations; channel mix delivery vs plan
- Funnel conversion rates and onboarding TAT; STP rate and rework reduction
- CPA and productivity by channel/partner/alliance
- Early MOB activation and usage metrics; attrition and early quality indicators
- Cross-sell: card-only to liability/wealth attach rate, conversion, incremental balances/AUM, incremental revenue
- Customer outcomes: complaint rate reduction, repeat complaint reduction, NPS/CSAT improvements
- Compliance & controls: audit findings, regulatory deliverables met on time, control effectiveness
Qualifications & Experience:
- Bachelor’s degree (or higher as required for the role).
- Typically 6+ years’ experience in Retail Banking / Cards / Consumer Lending, with strong acquisition and channel management exposure.
- Proven track record in multi-channel acquisition (digital, branch, sales distribution, tele, partners, alliances) and funnel optimisation.
- Strong understanding of credit card onboarding journeys, portfolio performance drivers, and CPA/unit economics.
- Demonstrated ability to partner effectively with Risk/Compliance and deliver regulated change.
- Experience driving relationship deepening/cross-sell into liabilities and/or wealth preferred.
Skills & Competencies:
- Commercial acumen and data-led decision-making (unit economics, conversion, profitability).
- Senior stakeholder management and influencing across functions.
- Strong governance, risk mindset, and control discipline.
- Customer-centric journey design and continuous improvement capability.
- People leadership: coaching, performance management, and talent development.
Additional Information
- Mandatory to successfully complete Anti-Money Laundering and Sanctions training and post-course assessment, as required.
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Issued by The Hongkong and Shanghai Banking Corporation Limited, India
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