Digital Marketing Lead Analyst

The Wealth Marketing organization drives all aspects of the customer lifecycle, from Acquisition to Engagement to Retention for the U.S Wealth business.  The role belongs to the Customer Marketing team within this organization which 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 strategies and plans that deliver sizable revenue, deposits and sales with substantial budget and headcount.   

The Digital Marketing Lead role will work closely with the Digital Strategy Lead and will be responsible for the end-to-end digital marketing strategy across retail campaigns. This role will focus on transformation and growth initiatives to drive increased accounts, sales and engagement in the Digital channel and will be responsible for operationalizing the campaign process for new initiatives in post-login.

The Digital Marketing Lead will partner across marketing, product, channel and tech teams ensuring flawless execution of product and engagement creative and execution. This person will also be responsible for measuring digital performance and providing regular reporting and insights.  As market opportunity evolves, the role 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.  Enhancement opportunities will include leveraging segmentation, journeys, spearheading technology projects and other innovations. Across onsite and campaign led projects, the role will ensure new creative experiences/messaging are tested, leverage key digital targeting techniques & associated best practices, all while ensuring on time/flawless execution.  

Key to success will be developing and leveraging strong partnerships with internal Marketing teams, product teams, Digital and Technology teams.

Overall Responsibilities 

• Support the development of transformation and growth strategies
• 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, product/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
• 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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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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