Citibank APAC has an ambitious agenda to transform its business over the next three years and there will be an unrelenting focus to digitize every experience to give to our prospects and existing clients. The key objective of this role is to implement the Digital Acquisition Performance strategy and execution framework across Citi Consumer Businesses for all Asia and EMEA markets. This role will oversee the implementation of a Regional center of excellence for all digital acquisition optimization and performance strategies across 17 markets and have direct management of both Regional and in-country digital acquisition performance resources.
The role will have accountability for all consumer portfolios including cards, personal loans and retail accounts.
The successful applicant will develop capabilities and tool sets needed to scale profitable digital acquisition, including the following key areas:
End to end funnel performance management from offer optimization through to fulfillment. This includes optimizing the client journey and lead prioritization.
Optimizing our media strategy to improve the quality of bookings, ensuring the right in- country discipline is in place to optimize channel mix.
Focus on account bookings, reducing spend on channels that deliver high lead volume but low approval rates and well as scale up higher approval performing channels. Developing effective attribution modeling and measurement benchmarks.
Oversee the strategy around organic search and partnerships, ensuing Citi has a clear regional strategy for driving and optimizing our own digital assets.
This will include overseeing the modernization of our web assets, Integrating SEO and SEM learnings and working with cross-functional business stakeholders and agency partners to identify high impact opportunities for acquisition partnerships
Drive targeting strategies, integrating data points to improve targeting across all platforms
Ensure tagging strategies are standardized across the region and optimized for all platforms including mobile, to improve media performance
Building cross platform and device ID for attribution modeling and segmentation for paid media and developing a prospecting database through the use of single prospect ID.
Development of performance MIS tools that deliver automated performance reporting for attribution and media efficiency
Measures of success
Developing a high performance regional as well as in-country capability that delivers profitable acquisition across the Region
Driving this model to its full potential to deliver total acquisition scale for lending products and retail accounts
Ensuring the right systems and tools are in place to deliver the strategies and to deliver up to date performance reporting.
Providing thought leadership to the Regional and in-country leadership teams.
The ideal Candidate will meet the following requirements:
Paid Search Optimization Experience - Experience in Setting up & Optimizing Paid Search Accounts especially Google. Familiarity of Yandex, Baidu & Naver will be a plus point
Understanding of Programmatic Display - Thorough experience in Biddable Display/ Video buying with a working knowledge of RTB based buying platforms & optimization tactics
Social Media Marketing Optimization Experience - Experience in Setting up, Optimizing
& Consulting on Facebook, Instagram & LinkedIn marketing
Knowledge of Site Tagging, Tracking & Ad Serving - Working knowledge of how tracking works, ability to consult & work in tandem with Regional AdTech Lead & Regional Data Management team
DMP Usability Experience - Working knowledge of a DMP and how it works + technicalities of how to setup marketing programs with consolidated audience segments will be a bonus
Overall Media Consultant - Broad knowledge of the Digital Media Landscape & Ad Tech capabilities in Asia is a must for this role
Internal Number: 4827658
About Citibank NA
eFinancialCareers is a career site specializing in financial services.