Katherine Lamb on calibrating global marketing strategy at HSBC

Katherine Lamb is the Global Head of Marketing Strategy for the commercial and investment bank at HSBC. 

She’s in charge of planning and executing global marketing strategy, her scope covering global proposition development and business stakeholder management across 54 markets. She also mentors and coaches a team of 45 people.

We discuss:

1. How HSBC uses marketing to engage with customers and drive business goals
2. Is it better to increase brand loyalty or increase penetration
3. How the pandemic has impacted customer engagement with financial services
4. The impact advertising has on HSBC's ability to set prices and build brand
5. How to split your budget between lead generation vs longer-term brand building
6. The role sustainability plays in the way HSBC builds their brand
7. How B2B can best harness the power of emotion