Sr. Marketing Analyst at HSBC
Greater Los Angeles Area
- Past
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- Sr. Product Marketing Specialist- Credit Card Acquisitions at HSBC
- Sr. Marketing Analyst - Credit Card Account Management at HSBC
- Marketing Analyst at HSBC
- Assistant Account Executive at Ogilvy Public Relations - Taiwan
- Event Marketing Assistant at Promotions Group West
- Internet Marketing Intern at Universal Music Group
- Marketing Promotion Intern at NBA Los Angeles Clippers Basketball Team
- Marketing Assistant at UCLA Medical Center International Relations
- Education
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- University of California, Los Angeles
- Shanghai Jiao Tong University
- Recommended
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17 people have recommended Alexander - Connections
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- Industry
- Financial Services
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Alexander Tsai’s Summary
Marketing professional with solid experiences in:
- Marketing Strategy design and development
- Cross functional project management
- Relationship management
- Marketing research and reporting
- Marketing communication
- Brand management
- Creative development
- Public relations
- Event marketing
In depth knowledge of the complete marketing campaign life-cycle, including targeting, segmentation, creative development, and execution.
Proven ability to strategize, prioritize, and promote collaboration effectively to lead cross-functional team in launching and managing complex projects and achieve team objectives.
Passionate self-starter with demonstrated leadership quality, collaboration skill, accountability, flexibility, and willingness to accept challenges and assume greater responsibilities.
Fluent in Chinese, and proficient in Portuguese and Spanish with international experiences in Asia and Latin America.
Alexander Tsai’s Specialties:
Marketing strategy development, cross functional project management, relationship management, marketing reporting/analysis, marketing communication, brand management, creative development, and event marketing.
Fluent in Chinese, and proficient in Portuguese and Spanish.
Alexander Tsai’s Experience
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Sr. Product Marketing Specialist- Credit Card Acquisitions
HSBC
(Public Company; HBC; Financial Services industry)
August 2008 — January 2009 (6 months)
• Managed HSBC retail credit card product acquisition strategy, campaign design and execution via national HSBC retail branch network, direct mail, internet and inbound telemarketing channels.
• Conducted competitors research, negotiated and gathered information with internal departments, business affiliates, and third party vendors as part of due diligence for composing new program’s business requirements.
• Analyzed marketing campaign performance and managed task force teams to design, develop and launch new national acquisition campaigns with 30% increase in credit card penetration rate at the branches.
• Developed and integrated credit card cross-sell marketing initiatives via multiple bank affiliate channels.
• Reported weekly and monthly on booked account trends, conducted ad hoc analysis and recommended changes to existing strategies for the mass market credit card product segment.
• Performed in-depth competitive analysis and recommended pricing and positioning changes to existing products and worked closely with a cross-functional strategy team to develop enhanced product proposition.
• Coordinated business requirements, functionality requirements, and systemic testing considerations for several new major credit card product launches.
• Developed, customer-facing sales tools including sales tools, campaign overview, product presentations, client services scripts, FAQs, etc. -
Sr. Marketing Analyst - Credit Card Account Management
HSBC
(Public Company; HBC; Banking industry)
November 2006 — July 2008 (1 year 9 months)
• Managed and designed cross functional credit card account management marketing programs generating in excess of $160M.
• Led cross-functional teams and streamlined multiple marketing programs’ implementation processes by re-evaluating, organizing, and introducing new procedures which resulted in more than $350k annual cost saving.
• Reduced the time to market for balance transfer marketing campaigns by 25% and decreased mail cost per piece by 20%.
• Supported marketing analytics in creating new programs utilizing segmentation strategies, competitive data, internal best practices and past program results.
• Developed and executed monthly cross-sell marketing programs that doubled bank product response rate and increased credit card usage by 30%.
• Quickly promoted in just over a year for demonstrated leadership, collaboration skill, accountability, and intense willingness to assume greater responsibility. -
Marketing Analyst
HSBC
(Financial Services industry)
August 2005 — November 2006 (1 year 4 months)
• Led and implemented major monthly direct mail and statement marketing campaigns while recognized for the quality and timeliness of the project executions.
• Created and analyzed weekly and monthly marketing program performance reports.
• Oversaw collateral development, functionality requirements, and systemic testing considerations for several new major credit card product launches.
• Managed external vendors and coordinated creative developments for all stated business and channel needs.
• Managed complex portfolio collateral logistics for 15 types of collateral with 200 versioning for more than 1.5MM cardmembers. -
Assistant Account Executive
Ogilvy Public Relations - Taiwan
(Public Company; 5001-10,000 employees; Public Relations and Communications industry)
July 2004 — September 2004 (3 months)
• Analyzed and monitored media coverage and other communications channels for major international corporate clients.
• Composed and translated press releases, proposals, and marketing materials in English and Chinese.
• Assisted in managing corporate client relationships through meeting follows ups, drafting marketing materials, and event planning. -
Event Marketing Assistant
Promotions Group West
(Privately Held; 11-50 employees; Marketing and Advertising industry)
December 2003 — June 2004 (7 months)
• Assisted in implementing national marketing and promotional campaigns for clients, including vendor contact, event coordination, and market research.
• Designed and coordinated marketing material productions for national promotion campaigns. -
Internet Marketing Intern
Universal Music Group
(Public Company; 10,001 or more employees; Music industry)
January 2004 — April 2004 (4 months)
• Researched and executed online grass-root marketing plans to promote new artists and music albums.
• Monitored targeted internet population's responses and comments for analysis. -
Marketing Promotion Intern
NBA Los Angeles Clippers Basketball Team
(Privately Held; 201-500 employees; Sports industry)
September 2003 — January 2004 (5 months)
• Assisted in implementing marketing promotion events associated with the basketball team.
• Served as the client services liason for the corporate sponsors. -
Marketing Assistant
UCLA Medical Center International Relations
(Educational Institution; 10,001 or more employees; Hospital & Health Care industry)
March 2003 — September 2003 (7 months)
• Led and designed the first email newsletter campaign for medical center’s International Relations department that doubled hospital's marketing communication coverage.
Alexander Tsai’s Education
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University of California, Los Angeles
Bachelor , Economics and Sociology , 2001 — 2005
Relevant coursework: Consumer Behavior, Business Statistics, Social Psychology, Elementary Accounting, Economic Theories, International Finance, Public Finance, Labor Economics.
Vice president of UCLA Undergraduate Communication Association, doubled the club membership.
Saxophone player in marching band and Caixa and agogo drums player in the Brazilian Drumming group.- Activities and Societies:
- UCLA Marching Band, UCLA Undergraduate Communication Association, UCLA Sports Marketing Association, Taiwanese American Union, BatUCLAda - Brazilian Drumming Group
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Shanghai Jiao Tong University
Study Abroad , Business Chinese , 2004 — 2004
University of California Study Abroad Program
Coursework: Business Chinese - Learned about the political, economic and cultural developments in China, and achieved communicative competence in business contexts at the advanced level.
Alexander Tsai’s Contact Settings
Interested In:
- career opportunities
- consulting offers
- new ventures
- job inquiries
- expertise requests
- business deals
- reference requests
- getting back in touch
