Charlotte Tsou, SVP, Regional Head of Analytics and CRM, HSBC
Tsou is a true global executive, having guided and built marketing initiatives in a diverse group of countries including Brazil, India, Mexico, and the United States. While in charge of HSBC products and developments, Asia Pacific Region, she successfully drove business development initiatives and launched several co-branded lending products with international retailers, including Air Asia, Best Buy, China Airlines, and Wal-Mart.
Her background and experience have produced programs that have added significantly to HSBC revenues. Between 2013 and 2014, Tsou’s marketing and triggers campaign generated $42 million. This year she’s on track to reach $100 million in risk-adjusted revenue. Plus, her strong collaboration skills have led to an increase from $3 million to $10 million in marketing leads in the past 18 months.
Defining moment: My first opportunity to take on an international assignment was really the launching pad. I loved the challenge in creating an international program and in cultivating managers based on each market’s culture and diversity.
Words to live by: Jump in and seize the opportunity instead of focusing on the challenges.
Strategy shift: In the past we had a one-size-fits-all strategy. Today we have data that makes us much more insightful. We’re rethinking segments; we can now market to segments of one using micro-segmentation that we cross-tab with different channels to adjust our marketing dollars for each [customer].
Up next: Big data is the most exciting technology today. It’s increasing our ability to more effectively mine the wealth of our structured data.
Advice to young marketers: Change is the only constant, so be flexible and nimble and look for ways to anticipate not react.