Drive the development of marketing and communication strategies/activities, positioning and best-in-class creative, to deliver against plan for Citi products, across customer journeys (new to bank, early month on books, activation, retention, etc.). This includes focusing on products/services, across credit cards and loans
Deliver a comprehensive brand strategy. Lay the business case, tracking, and analytics supporting greater investment in the brand
Define target audience segments that maximize impact, and lead campaigns
Evaluate competition, the market, and program performance to size new program opportunities, assess customer impacts, and make recommendations to enhance current programs and improve results
Support sales teal in delivering sales targets, and grow sales volumes for varied lines of business that depend on digital, through different phases of the buying journey
Implement and measure campaigns to maximize channel performance
Take the lead on all content strategy. Establish marketing and content calendar, and ensure full tracking and accountability on the platforms
Lead and execute the test and learn agenda
Establish a framework for measurement for digital channel performance, including brand, awareness and preference KPIs, benchmarks, and acceptable ROI
Lead all third party creative agencies to execute and deliver best in class marketing programs
Keep abreast of new and emerging marketing resources and techniques that would be relevant for our business. Vet and test as appropriate
Manage vendor relationships related to fulfilment and offer management for marketing programs
Manage and maintain all aspects of the budget including invoice payment, accruals, forecasting, expense reconciliation and audit report
Identify opportunities to test, optimize and scale-up successful marketing initiatives
Appropriately assess risk when business decisions are made, demonstrating particular consideration for the firm's reputation and safeguarding Citigroup, its clients and assets, by driving compliance with applicable laws, rules and regulations, adhering to Policy, applying sound ethical judgment regarding personal behavior, conduct and business practices, and escalating, managing and reporting control issues with transparency, as well as effectively supervise the activity of others and create accountability with those who fail to maintain these standards.
15+ years in Marketing or Agency, with deep experience in digital marketing, content management, and brand strategy
Strong expertise in brand tracking and measurement tools
Experience leveraging web traffic (Google Analytics, Adobe Site Catalyst, etc.) and personalization/testing platforms (Adobe Target, Optimizely, etc.) tools
Experience managing large and complex projects across a matrixed organization
Team player; ability to partner and negotiate with cross functional team to successfully deliver client needs. Track record of delivering meaningful marketing programs that drive business success
Consistently demonstrates clear and concise written and verbal communication skills
Promotes a culture of teamwork across organizational boundaries
Demonstrated sense of accountability and decisiveness
Demonstrated ability to deliver results that are timely, relevant and effective, and strong people and project management skills
Be comfortable with getting into and working on detailed plans to drive speed of execution while staying focused on quality and sustenance of output
Exemplary leadership skills to be able to lead, influence and partner with teams across the organization to drive this new strategy and framework
Strong relationship building skills & experience of working in a matrix organization will be considered an advantage
Team player; ability to partner and negotiate with cross functional team to successfully deliver client needs. Track record of delivering meaningful marketing programs that drive business success.
Ability to successfully interact with various levels within the organization, including Senior Management
Intellectually curious, proactively seeking and developing new opportunities
Asia market experience necessary
Prior exposure to Lending business and market dynamics preferred
Passion for technology and numbers
Curious about human psychology, behaviours and motivations
Job Family Group: Marketing
Job Family: Marketing Generalist
Time Type: Full time
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