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 Citis 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 Head of ECM Retail Strategy and Engagement is responsible for developing the next generation of the overall ECM Retail Marketing strategy for Citi, taking into account competitive views, deep analysis of performance and results across all channels and the specific business objectives and expected transformational initiatives of the Retail LOB, inclusive of Small Business and Personal Banking. In addition, this role will develop, defend and execute a detailed and robust omnichannel Marketing plan to engage all Retail Bank customers, delivering incremental deposits, investments and account upgrades that are core to the Banks P&L. This role will further ensure a coordinated strategy and set of KPIs across ECM Marketing, so will work closely with Retail Early Engagement and Retail Retention to ensure delivery, with a tight lens on metrics, controls and budget. Lastly, this candidate is also responsible for playing a central role in defining the overall Marketing Strategy for the Retail Business, requiring someone that is able to unify and elevate the efforts of marketing teams across Brand, Paid Media, Prospect, and Lifecycle marketing teams. The role requires strategic planning skills, partnership management, and executive presence.
**Responsibilities**
+ Develop transformational Retail Marketing strategy that crosses all customer lifestages and segments and incorporates views on Acquisition and Advertising/Paid Search, touching on best practices, competitive views and deep insight into customers.
+ Drive deep analyses and quantitative sizings to aid in strategy and Marketing Plan development, including finding new ways to frame program profitability, developing compelling business cases for strategies, and partnering with USPB Analytics on major analyses and opportunities.
+ Develop, defend and execute a detailed and robust omnichannel Marketing plan to engage all Retail customers, delivering incremental deposits, investments and account upgrades that are core to the Retail Bank business P&L
+ Develop and defend a view to how best to deepen the Retail customer base using segmentation strategies, e.g. identify highest value segments to uptier and to further deepen with next best product as the foundation for Marketing strategy development
+ Lead Branch Marketing strategy, execution and team and deliver meaningful increases in traffic to branches and engagement within branches
+ Design, develop and execute Small Business Marketing strategy and lead Small Business Marketing team in partnering with the business to deliver on Catalyst transformation.
+ Design and develop critical Marketing programs across targeted, digital and Branch marketing channels to deliver growth in Retail deposits and investments; partner closely on driving upgrades to the Wealth business from the Retail Bank.
+ Consistently improve relevance, efficiency and profitability of Marketing programs, closely analyzing and tracking results of customer response, investments and deposits and developing and evaluating a range of scenarios to pursue to improve profitability
+ Drive transformation in the Digital channel for Retail, including overhauling the post-login Digital experience for Retail customers; take a Digital first lens to Marketing plan development
+ Work with internal and external creative agencies to ensure consistently breakthrough, relevant, customer-centric creative, offers, and content.
+ Develop and maintain dashboard of key metrics and commitments, and measure and track the impact of each program and the ongoing impact on the business
+ Manage and optimize budget, and existing capacity resources across all programs to deliver financial commitments.
+ Identify, evolve and maintain an on-going and high quality roadmap of campaign tests
**Qualifications**
+ Bachelors Degree in marketing, economics, finance, accounting, engineering, mathematics, statistics, business, computer science or related discipline and 11 plus years of progressive post-baccalaureate experience. Alternatively, Masters degree in one of the above fields.
+ Experience should include
+ Strong background in business and marketing strategy, having developed strategies from the ground up using frameworks, data and competitive and customer insights
+ High degree of comfort with financial and quantitative analysis, scenario development, and key P&L drivers; ability to scope and direct quantitative analysis for both direct and indirect reports. Able to use scenarios to evaluate most impactful programs within capacity constraints and take calculated risks.
+ Demonstrated expertise in developing and defending Marketing strategies and plans; able to scope, template and processize across broader Marketing organization and drive to simple and clear output
+ Strong experience in monitoring and evaluating Marketing plans and campaigns, e.g. creating KPIs and metrics and developing metrics dashboards
+ Significant experience in developing executive level presentations to highlight Marketing strategies and deliverables; able to structure and execute presentations with limited direction
+ Experience managing across a large organization and interfacing with partners in Business Units, Analytics, and across the rest of USPB Marketing
+ Experience in Marketing campaign design and development, including creative briefs, working with agencies, and ensuring flawless execution of campaign delivery
+ Deep familiarity with financial services industry and competitor products/services
+ Demonstrated clear and concise written and verbal communication
+ Strong project management skills and attention to detail, along with high level of emotional intelligence and partnership skills.
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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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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.
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View the "EEO is the Law (https://www.dol.gov/sites/dolgov/files/ofccp/regs/compliance/posters/pdf/eeopost.pdf) " poster. View the EEO is the Law Supplement (https://www.dol.gov/sites/dolgov/files/ofccp/regs/compliance/posters/pdf/OFCCP\_EEO\_Supplement\_Final\_JRF\_QA\_508c.pdf) .
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Effective November 1, 2021, Citi requires that all successful applicants for positions located in the United States or Puerto Rico be fully vaccinated against COVID-19 as a condition of employment and provide proof of such vaccination prior to commencement of employment.
Citi is an equal opportunity and affirmative action employer.
Minority/Female/Veteran/Individuals with Disabilities/Sexual Orientation/Gender Identity.
