Head of Customer Marketing, U.S Consumer Cards - C16

Head of Customer Marketing, U.S Consumer Cards - C16 

Citi is more than a global financial services company. It’s an engine for progress. Citi’s mission is to serve as a trusted partner to its clients and communities by responsibly providing financial services that enable growth and economic progress. Citi is a trusted brand with over 200 years of helping to lead the way in the continuously evolving financial services sector. Citi has financial operations in 160 countries, with 200 million clients and has the breadth and depth of a platform for talented individuals to build remarkable careers. 

The U.S. Consumer Cards business delivers a wide array of payment, lending, and loyalty services to individual consumers, managing significant customer accounts through both proprietary branded cards and long-standing partnerships with industry leaders. To deliver on Citi’s brand promise, the business operates as a truly client-centric organization, driving a high-tech, high-touch experience to capture the full Citi card relationship. 

Job Description 

Reporting to the Head of Marketing, U.S. Consumer Cards, this role defines and executes comprehensive customer marketing strategies to drive spend, lend and top of wallet behavior across US Citi Cards customers. This senior marketer will be a proven practitioner in developing customer strategies, rapidly executing to capture commercial outcomes, and increasing customer engagement. The ideal candidate will possess deep expertise in building high-impact, measurable results through innovative creative, channel mix, and offer strategies, ensuring flawless execution. This role leads and collaborates with product partners, merchants, co-brand and PLCC partners as well as other cross-functional teams (risk, analytics, digital, and other US Consumer Cards marketing teams) to develop and deliver a cohesive cross-franchise customer marketing plan.  

Responsibilities 

• Define and execute customer segmentation strategies and comprehensive marketing plans to drive commercial outcomes and franchise growth for the U.S. Consumer Cards business across early engagement, deepening, retention and loyalty. 

• Analyze and challenge current end-to-end customer engagement strategies to identify new opportunities and optimize existing experiences.  Develop roadmap to drive common marketing strategies, capabilities and experiences across proprietary, co-brand, and PLCC card portfolios and partners. 

• Direct and implement comprehensive product marketing lifecycle and Go-To-Market strategies for partner-driven card marketing initiatives, encompassing market potential, pricing, distribution, promotion, and offer management. 

• Define new customer engagement strategies to leverage data, marketing technology, and media and channel capabilities to drive frictionless client experiences through hyper personalization. 

• Drive breakthrough marketing for new enhancements to existing value propositions to drive high velocity customer adoption and accelerate share of wallet growth. 

• Develop and gain support for the annual customer marketing plan, including key performance indicators (sales, receivables, revenue, ROTCE, and customer centric metrics). 

• Continuously monitor customer preferences and the external marketplace and evolve promotional strategies to drive marketplace innovation and deeper client engagement while balancing financial returns. 

• Set aggressive north star vision for the organization and mobilize talent and capabilities to deliver with high velocity. 

• Foster commercial intensity within an agile operating model, creating a data-first orientation across all card marketing activities. 

• Be at the forefront of AI and applications across the Customer Marketing organization to drive efficiency in delivery and improve marketing effectiveness. 

• Collaborate closely with internal cross-functional teams (e.g., Product, Co-Brand and PLCC Partners, Analytics, Risk, Digital, Finance, Legal) and external agencies/vendors to ensure alignment, program delivery, and new growth opportunities for card programs. 

• Attract, retain, develop, motivate, and inspire a highly qualified and diverse team to achieve business objectives, create a unique and inclusive employee experience, and establish leadership development and succession plans to ensure leadership continuity.  

• Assess risk when business decisions are made, demonstrating consideration for the firm's reputation and safeguarding Citi, its clients, and assets. Drive compliance with applicable laws, rules, and regulations and adhere to policy through applying sound ethical judgment. Escalate, manage, and report control issues with transparency. 

Qualifications 

• 15+ years of progressive experience in performance marketing leadership, including 10+ years of managerial experience within financial services. 

• Deep domain expertise in digital sales, digital marketing, data and analytics to drive performance outcomes. 

• Strong track record deploying and/or leveraging marketing technology to drive commercial and client outcomes. 

• Extensive experience across both branded and partner card ecosystems, with a proven track record of driving measurable results in customer marketing. 

• Strategic thinker capable of translating broad visions into structured, measurable plans and leading their execution. 

• Exceptional leadership, communication, and negotiation skills, adept at building consensus and influencing  executives and external partners. 

• Highly results-oriented, decisive, and action-driven, with the ability to manage autonomously and take calculated risks. 

• Ambitious self-starter, able to thrive in a fast-paced, innovative, and rapidly evolving industry. 

Education 

• Bachelor’s/University degree, Master’s degree preferred.