The Digital Marketing Sr Analyst is a seasoned professional role. Applies in-depth disciplinary knowledge, contributing to the development of new techniques and the improvement of processes and work-flow for the area or function. Integrates subject matter and industry expertise within a defined area. Requires in-depth understanding of how areas collectively integrate within the sub-function as well as coordinate and contribute to the objectives of the function and overall business. Evaluates moderately complex and variable issues with substantial potential impact, where development of an approach/taking of an action involves weighing various alternatives and balancing potentially conflicting situations using multiple sources of information. Requires good analytical skills in order to filter, prioritize and validate potentially complex and dynamic material from multiple sources. Excellent communication and diplomacy skills are required. Regularly assumes informal/formal leadership role within teams. Involved in coaching and training of new recruits Significant impact in terms of project size, geography, etc. by influencing decisions through advice, counsel and/or facilitating services to others in area of specialization. Work and performance of all teams in the area are directly affected by the performance of the individual.
Position will manage special project requirements, marketing package development, waterfall evaluation and manage and implement line optimization strategies and calculations. The Digital Marketing Specialist will also provide insight-driven recommendations to enhance strategies and drive synergies across the organization, and will work with the Marketing Information Management team to evaluate and scope out desired marketing initiatives and determine testing and/or sizing of campaign initiatives. Position is responsible for working closely with Senior Management/Director/Supervisors on all group level recommendations.
Manage multiple channels within one or more functional specialties.
Educate marketing partners on new toolsets, and help develop and implement best-in-class customer centric campaign strategies.
Provide insight driven recommendations to enhance strategies and drive synergies across the organization.
Interact with cross-functional areas at the Functional Specialty level.
Primary liaison with the Marketing Segment Managers, Decision Management, and Risk to develop sound Business Requirements and work through the business needs to ensure successful project completion.
Oversee List Processing Vendor team to support successful campaign execution.
Understand impact/implications of issues/events within the marketing segments and other areas within the Marketing Information Management Group.
Work with considerable latitude for decision making in setting priorities under area of responsibility.
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.
5-8 years of experience in a digital or database marketing role, preferably in financial services; aptitude in displaying and communicating data analysis and results. Acumen working in a technical environment to solve business related problems.
Experience analyzing marketing efforts.
Experience with Direct marketing;Understanding of legal, regulatory environment and experience within a highly controlled environment preferred. Experience with consumer lending or 3rd party marketing preferred.
Working knowledge of customer centric marketing techniques.
Excellent working knowledge base in quantitative and analytical techniques including report analysis, association rules, decision trees, timeline and task plan analysis and visualization techniques.
Experience driving sophisticated exploratory data analysis and provides results to Business Partners.
Bachelors/University degree or equivalent experience
This job description provides a high-level review of the types of work performed. Other job-related duties may be assigned as required. Job Purpose: This role will hold the digital sales volumes goals for various product lines including cards, loans, and bank, etc. and will be key in leading Citi in developing and implementing competitive and relevant digital sales strategies for the future. The person will partner with product owners between Cards, and Retail Banking etc. to deliver the digital acquisition strategy, tactics, execution, and optimization of paid and owned campaigns across digital touch-points. Deep expertise in direct-response and performance marketing, as well as strong paid media, and martech/adtech foundations will be critical to the success of this role. Key Responsibilities:
Lead the digital acquisition sales strategy, and implement best-in-class practices across paid and owned channels
Deliver against sales targets, and grow sales volumes for varied lines of business that depend on digital through different phases of the buying journey
Implement and measure campaigns to maximize channel performance across acquisition and cross-sell
Actively manage the funnel performance leveraging a data-first approach. Understand fall-out points throughout the conversion funnel and develop initiatives to increase yield and scale volume
Lead and execute the test and learn agenda across product, creative, media and digital customer experience for all screen sizes
Establish a framework for measurement for digital channel performance, including KPIs, benchmarks, and acceptable ROI
Identify and lead integration of new capabilities and technologies to improve digital targeting (DMP, DSP) and funnel performance (analytics)
Deliver key insights to business partners to continue to grow current and new portfolios
Lead a mobile-first approach, and design customer-centric digital sales experiences
Build a center of excellence and implementation for Asia and EMEA markets for continuous enhancements of the customer buying/application experience through personalization and optimization
Partner with data management platforms, information security teams and decision management teams across teams in Asia and EMEA
Partner with the marketing and product teams to engineer a communication framework relevant and impactful to the customer
Build relationships with, and leverage key media platforms across Asia and globally
10+ Years' hands-on experience in Digital performance/growth Marketing, Media and Sales
Digital sales/e-commerce experience is preferred
Expert knowledge in Digital paid media including PPC, Display, Affiliates and Social
Experience leveraging web traffic (Google Analytics, Adobe Site Catalyst, etc.) and personalization/testing platforms (Adobe Target, Optimizely) tools
Strong understanding of martech/adtech stacks tools and capabilities necessary to work with big data across the organization
Demonstrated ability to deliver results that is timely, relevant and effective, and strong people and project management skills
Experience managing large and complex projects across multiple countries and time zones
Be comfortable with getting into and working on detailed plans to drive speed of execution while staying focused on quality and sustenance of output
Exemplary leadership skills to be able to lead, influence and partner with teams across the organization to drive this new strategy and framework
Asia market experience necessary
Strong relationship building skills & experience of working in a matrix organization will be considered an advantage
Passion for technology and numbers
------------------------------------------------- Grade :All Job Level - All Job FunctionsAll Job Level - All Job Functions - SG ------------------------------------------------------ Time Type :Full time ------------------------------------------------------ Citi is an equal opportunity and affirmative action employer. Minority/Female/Veteran/Individuals with Disabilities/Sexual Orientation/Gender Identity. 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 CLICK HERE . To view the "EEO is the Law" poster CLICK HERE . To view the EEO is the Law Supplement CLICK HERE . To view the EEO Policy Statement CLICK HERE . To view the Pay Transparency Posting CLICK HERE .
Internal Number: 6278124
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