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Christina Liciaga
Head of Customer & Products, Europe & CIIOM at HSBC - Executive Trustee at JUSTICE - Diversity, Equity and Inclusion Champion
Professional Background
Christina Liciaga is a dynamic and results-driven international financial services executive with over 18 years of comprehensive experience in a multitude of roles, including as a Founder, Board Member, Global Director, and Venture Advisor. Her expertise spans high growth tech start-ups, SMEs, and multinational corporations, demonstrating a unique blend of strategic vision and operational execution. Throughout her illustrious career, she has successfully navigated the complexities of delivering large-scale strategic changes, which span across five continents, underscoring her global perspective in engaging diverse markets.
At the forefront of her career, Christina has driven significant top and bottom-line expansion while launching digitally led ventures that resonate with today’s consumer needs. Her commitment to fostering customer-centric cultural changes within organizations has marked her as a transformative leader who not only enhances operational efficiency but also promotes a meaningful and engaging workplace environment. Christina embodies a leadership style characterized by authenticity and curiosity, which empowers and transforms teams while enhancing the customer experience through innovative grassroots approaches.
Her prior experience includes critical roles in High Net Worth business development, where she has advised large corporate entities on people-first post-merger integration strategies. Moreover, she has successfully restructured multinational global portfolios and developed effective client segmentation strategies that greatly improve service delivery and market alignment. Notably, Christina played a pivotal role in designing and delivering digital lifestyle solutions that ultimately culminated in the development of the globally celebrated wealth proposition, Jade by HSBC Premier, showcasing her ability to marry innovation with business acumen.
In addition to her executive roles, Christina passionately believes that opportunity brings forth responsibility. This belief motivates her to dedicate a significant part of her time to giving back to the community. As a Board Member, Mentor, and Inclusion Champion, she strives to raise others and create pathways for success, ensuring a positive impact on those around her.
Education and Achievements
Christina Liciaga's academic journey is characterized by excellence and ambition. She earned her Master’s Degree from the prestigious London School of Economics and Political Science (LSE), an institution known for shaping future leaders and innovators. Prior to that, she completed her Bachelor's Degree at Muhlenberg College, complemented by a study stint at the University of Oxford, further solidifying her educational foundation and enriching her expansive world view.
Her career has been adorned with numerous accolades that amplify her leadership capabilities and influence in the business sphere. Christina was honored as one of the Top 10 Customer Experience Professionals in the UK in 2020, a testament to her unwavering commitment to enhancing customer journeys and experiences. Furthermore, in 2018, she was recognized as one of the Top 100 BAME Leaders in Business in the UK and designated as one of the top 100 EMpower Ethnic Minority Role Models across the UK, Europe, and North America, reflecting her dedication to diversity and organizational inclusivity.
Organizations and Roles
Currently, Christina serves as the Head of Customer & Products for Europe and CIIOM at HSBC, where her influence and leadership further drive the bank’s innovative offerings in the competitive financial landscape.
Prior to this position, she held several key roles at HSBC that underscore her proficiency in enhancing service delivery and customer engagement. She served as the Head of Insurance Customer Journeys within the Wealth & Personal Banking sector, focusing on creating seamless and enriching experiences for clients at all touchpoints. Additionally, Christina's role as the former Head Of Customer Service at HSBC allowed her to implement strategic initiatives that significantly elevated customer satisfaction and service excellence.
Her leadership as the former Global Head of Jade by HSBC Premier and Wealth Propositions, Group Premier, showcased her exceptional ability to create compelling wealth management offerings that resonate with affluent clients. Christina’s experience also includes her tenure as Head of Distribution in High Net Worth at HSBC, where she was instrumental in developing strategies tailored for a discerning client base.
During her early career, Christina held various positions that enabled her to hone her business acumen. She served as the Business Development Director at the London Management Centre (LMC), and her journey began as a Marketing Coordinator at Kroll, coupled with a pivotal role as a Regional Sales Representative at Pfizer. This diverse background has equipped her with a robust understanding of business dynamics across sectors, making her a well-rounded professional in the financial services arena.
In summary, Christina Liciaga exemplifies the essence of a passionate leader and innovators in the financial services sector. With her vast expertise, proven track record, and commitment to people and culture transformation, she continues to pave the way for future leaders while impacting lives across her professional and community engagements.
