HSBC’s top marketer will expand her remit to focus on customer experience in wealth and personal banking.
HSBC UK CMO Becky Moffat has taken on the role of chief customer officer for wealth and personal banking, as the company looks to “transform experiences” for its customers.
Alongside this role, Moffat will retain her position as CMO for HSBC UK.
In a LinkedIn post today (24 June), she explained the chief customer officer role will cover a “broad remit”, including analytics and data transformation, customer experience, experience design, advertising, CRM and “1:1 customer comms”.
Moffat said she’s “hugely excited” by the opportunities HSBC has to “really transform experiences” for its customers.
Speaking to Marketing Week earlier this year, she argued there is a significant growth opportunity in “deepening” HSBC’s relationships with existing customers, adding that wealth management and business banking are places to reach more consumers.
Moffat outlined the need to drive long-term salience for the HSBC brand and be present when customers are thinking about switching their bank or opening a new account, which admittedly isn’t as spur of the moment a decision in finance as other categories.
Moffat has worked at HSBC UK for almost 10 years and has been CMO since January 2021. She describes her leadership style as being defined by the need to be a “deep collaborator” and connect the dots across all functions of a business.
Prior to joining HSBC, she held senior digital experience roles at Boots and Barclaycard, with stints at Barclays and Santander.
Over the past few years, HSBC has broadened its range of marketing tactics, including out-of-home tailored to different cities. At Marketing Week’s Festival of Marketing last year, then brand director Sarah Myall praised OOH for driving a shift in brand metrics for the bank, while also citing the “power of employee advocacy”.
