Alumni

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Image of Natalie Bennett

Natalie Bennett
Bachelor of Business (Applied Economics and Marketing) 1993

I am currently…
Head of Marketing, Asia-Pacific and Middle East, Fund Services and Global Custody at HSBC and based in Hong Kong.

Fund Services and Global Custody are part of HSBC Securities Services which is a division of Global Banking and Markets, providing products and services to investment managers globally.

I am responsible for…
Developing and implementing the marketing and communications strategy for the Asia and Middle East regions for the Funds Services and Global Custody lines of business. In addition, I have global responsibilities for marketing planning, advertising and sales tools for these businesses.

My role is very broad and covers everything from planning, customer research, brand and advertising through to public relations, thought leadership, events, conferences, competitor intelligence, internal communications and participating in industry awards and surveys.

One of my career highlights is…
Obtaining a 7 week contract with National Australia Bank – my first client side job after working in agencies for a decade. This turned into a full-time position in the Brand and Communications team and I was later promoted to head up marketing for the newly formed Deposits and Retail Transactions product house, then seconded to Hong Kong.  The 3 years I worked at NAB were fantastic and a highlight from start to finish.

In my current employment I really enjoy…
The marketing planning process and developing the annual plan, as well as working on strategic marketing projects - currently I'm working on a an Islamic banking project. My other favourite activities are advertising, brand development, customer research and public relations. My role is very global in that I'm always on the phone to our head office in UK, speaking to people in Dubai and across Asia - it keeps things interesting.

The thing I would recommend about studying at Deakin is…
It was a long time ago (when Deakin was still Victoria College) but I loved the way it had more of a big school feel rather than a traditional university.  There was a close-knit community, great people and diverse courses.

My number one tip for new marketing graduates is…
Marketing is largely common sense. Keep it simple and don’t be too clever- it can bring you undone.

If I ruled the world for a day I would…
Give everyone the day off.

In the future I plan to…
Go back to uni. And leave Hong Kong and live somewhere where the air is clean and I can swim in the sea.


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30th June 2010