Charlotte Tsou

Head of Marketing Analytics and Insights Prudential Financial

Charlotte Tsou is the Head of Marketing Analytics and Insights for Prudential’s U.S. Businesses, responsible for transformation of Marketing into a data-led, customer obsessed powerhouse. Reporting to Hema Widhani, Charlotte will be responsible for building out and elevating the maturity of our Marketing Analytics and Insights capabilities that will help enable our Customer Obsessed culture and transform how Marketing ROI is measured at Prudential. Charlotte and team will leverage data across Research, Analytics, Business Intelligence, and Voice of the Customer to make sure we are generating insights to dramatically improve customer engagement and personalization efforts for Marketing. Charlotte will also partner with Data Sciences Marketing team to deepen our partnership with the Chief Data Office to produce significantly improved marketing outcomes.

Charlotte joins us from HSBC, where she worked for 17 years in country, regional and Global roles and most recently served as Global Head of Marketing & Customer Channels Analytics for HSBC Retail Banking and Wealth Management. In this role, she managed a data science and machine learning team, driving growth for the Retail Banking & Wealth Management business of 45M customers globally. She was responsible for the global marketing analytics agenda, optimizing marketing spend, built the first NPS with Bain & Co in the UK market, subsequently deployed globally. Charlotte built business ground up and helped lead a global marketing effectiveness transformation program deployed in eight priority markets. Charlotte was also a senior leader for HSBC Asia Pacific and Latin America, rotating through Shanghai, Hong Kong, Jakarta and Sao Paulo. Prior to HSBC, Charlotte was Head of CRM at Citi Mortgage.

Charlotte is the Doctoral Candidate (2023) of SBS Swiss Business School. Charlotte holds M.S. in Business Research from SBS Swiss Business School, and M.S. in Integrated Marketing Communication (specialized in Digital and Database Marketing) from Northwestern University.

Career Awards:

Hall of Achievement, Northwestern University (2021)

40 under 40, Direct Marketing Association (2015)

Top 100 Employee (of 250K employees), HSBC Chairman Award (2010)