Vp, Retail Ecm - Digital Cross-Sell Marketing Lead Analyst

VP, Retail ECM - Digital Cross-Sell Marketing Lead Analyst

The US Personal Banking and Wealth Management Marketing organization drives all aspects of the customer lifecycle, from Acquisition to Engagement to Retention, across all major Business Units in Citi’s Personal Bank – Branded Cards and Lending, Retail Bank and Mortgage, Wealth and Citi Retail Services. The Existing Customer Marketing (ECM) team within this organization is a critical driver of Marketing, with a vision to deepen and expand the relationships our customers have with Citi – increasing their usage of our products and services, promoting behaviors that create long-term loyalty, and thoughtfully communicating new benefits, features and products that can strengthen our relationship. The organization develops the strategies and plans that deliver sizable revenue, deposits and sales with substantial budget and headcount.

The Retail Digital Cross-Sell Marketing role is responsible for the end-to-end digital marketing strategy and execution across retail campaigns. Specifically focusing on efforts to drive retail CD/MMA product awareness, digital engagement and deliver on Sales, Balance and Revenue goals. Responsible for leading campaign management across multiple bank products and cross-selling them to retail customers. Operationalizing the campaign process and leading process ownership, creative, and execution across multiple workstreams. As well as supporting campaign initiatives across our owned channels, the VP will partner across marketing, product, channel, and tech teams, ensuring flawless execution of product creative and execution. As market opportunity evolves, the VP will play a key role in supporting initiatives to drive awareness, engagement, and conversion. Focus areas include driving full funnel conversions, working with the team and our agency on testing and optimization efforts and developing a roadmap for continued enhancement opportunities. Across onsite and campaign led projects, the VP will ensure new creative experiences/messaging are tested, leverage key digital targeting techniques & associated best practices, all while ensuring on time/flawless execution.

Additionally, this role will be responsible for ensuring Aprimo execution controls, metric reporting and adherence to all legal and compliance control requirements. Key to success will be developing and leveraging strong partnerships with internal Marketing teams, stakeholders and subject matter experts such as Analytics, Product, Legal and Compliance, and other Marketing partners.

Overall Responsibilities

• Support the development of digital acquisitions strategies for Citi’s core Retail products, with a focus on savings and CDs
• Manage campaign creative from concept development through execution, ensuring flawless delivery and execution
• Partner with campaign marketing strategy leads, channel teams and creative agencies to develop and execute creatives for offer Landing Pages and all digital placements across Citi Online and Mobile App.
• Bring new opportunities to market via test and learn, optimization efforts and partnership across teams
• Work with the marketing campaign managers, segment teams, online channel managers, agency partners and legal department in creative process as needed.
• Drive channel acquisitions growth through understanding the competitive landscape, optimizing existing channel performance, and identifying new messaging, targeting, or capability opportunities.
• Collaborate with business partners to grow efficiencies and effectiveness in our acquisition channels through innovation in strategy, targeting, delivery, process and new capabilities
• Manage agency relationship for campaign creative, including briefing, reviews and aligning with internal stakeholders
• Maintain an extreme focus on detail while managing marketing campaigns across multiple online channels. Audit key steps to ensure flawless execution.
• Utilize performance results to influence go-to-market offers and planning to drive testing, increase conversion metrics and optimize funnel performance
• Evaluate program performance to drive future strategies, optimize existing channel performance and identify opportunities for improved efficiency, effectiveness and customer experience
• Provide updates to senior leadership on an as needed basis.
• 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.

Qualifications

• A minimum of 5 years marketing across digital, which may have included development of marketing, product or offer strategy, or actively managing channel(s) focused on acquisition best practices
• Experience leading projects with internal and external partners/agencies with proven results
• Outstanding organizational skills, time management, project management and attention to detail
• Familiarity with test and learn constructs, driving full funnel conversion and optimization tactics
• Digital acumen, Strong familiarity with the current state of digital marketing and future trends, with ability to provide insight on future BTL online acquisition opportunities
• Ability to dive into the details while coordinating multiple projects with varying timelines
• Comfortable operating in a highly matrixed, complex environment
• Ability to build collaborative environment across departments and partners
• Requires attention to detail, excellent organizational and project managing skills
• Demonstrated ability to synthesize, prioritize and drive results with a high sense of urgency.
• Familiarity with Digital reporting and analytics processes
• Financial services industry experience preferred
• Bachelor’s degree required

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Job Family Group:

Marketing

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Job Family:

Marketing Program Management

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Time Type:

Full time

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Primary Location:

Wilmington Delaware United States

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Primary Location Full Time Salary Range:

$114,720.00 - $172,080.00

In addition to salary, Citi’s offerings may also include, for eligible employees, discretionary and formulaic incentive and retention awards. Citi offers competitive employee benefits, including: medical, dental & vision coverage; 401(k); life, accident, and disability insurance; and wellness programs. Citi also offers paid time off packages, including planned time off (vacation), unplanned time off (sick leave), and paid holidays. For additional information regarding Citi employee benefits, please visit citibenefits.com. Available offerings may vary by jurisdiction, job level, and date of hire.

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Anticipated Posting Close Date:

Feb 04, 2025

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Citi is an equal opportunity and affirmative action employer.

Qualified applicants will receive consideration without regard to their race, color, religion, sex, sexual orientation, gender identity, national origin, disability, or status as a protected veteran.

Citigroup Inc. and its subsidiaries ("Citi”) invite all qualified interested applicants to apply for career opportunities. If you are a person with a disability and need a reasonable accommodation to use our search tools and/or apply for a career opportunity review Accessibility at Citi.

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