The Core Existing Customer Marketing Head manages multiple teams of senior professionals focusing on deepening engagement of our customers throughout their lifecycle post early engagement onboarding and across their financial and account management needs including lending, spending, digital servicing, and loyalty for the Cards and Retail businesses. The role requires expertise in building high impact marketing campaigns that drive measurable results through differentiated and innovative creative, channel, offer, and CX strategies. The role also requires the implementation and sustained disciplined approach to Control and flawless execution. You should have in-depth knowledge of the industry and direct competitors' products/services is also necessary in order to contribute to the commercial objectives of the business.
You will lead the marketing to support Lending and partner closely with the Lending Product team to accelerate growth across all lending products, including the launch of new products and channels. You will help them identify, create and produce the go to market strategy to support the lending ecosystem and its evolution. You will drive re-entry strategy working closely with cross functional partners to enable agile execution to deliver plan and stretch targets.
You will also lead the marketing teams for driving spend and digital engagement as well as loyalty, working closely with all product partners to ensure the marketing strategy is aligned to product objectives and revenue goals and supportive of critical communications for education and calls to action.
Responsible for Crisis Communications strategy across all events, and most specifically for USCB’s COVID response. Ensure consistent and relevant messaging to keep clients informed and assured that Citi has their back.
Central to this role is creating and following an established set of routines and protocols to socialize quarterly strategy and investment for core marketing with all key stakeholders in Product, Risk, USCA, USCD, USCM, Finance, among others. In addition, you will be responsible for monthly prioritization across existing customer programs including Core, Priority Segments, and product requests working closely with our delivery/execution partners to ensure existing capacity is being leveraged optimally. Finally, you will be responsible for strategic planning and management of a significant marketing budget and ensuring optimized use of the funds across Core.
The job is likely to be involved in both internal and external negotiations which will have a major impact on the area managed, and possibly on other related areas and organization as a whole. You will develop medium- to long-term plans and execute functional strategies for the U.S. You will provides input into strategic decisions affecting job family or function within a region or business. Full management responsibility of multiple teams, including management of people, budget and planning. You will have authority to negotiate and make independent decisions on issues/activities that have critical impact or influence on company revenues, capital or business operations. This is a C16 role and sits on the highest functional leadership team within U.S. Consumer Marketing.
Develop and execute the strategic plan to deliver plan financial commitments to Cards business from lend and spend programs.
Serve as strategic partner and subject matter expert in all things related to core strategy and execution.
Develop innovative cross-channel marketing campaigns to deep engagement with Cards customers predominantly and expanded to Retail Bank clients as appropriate like in Digital Engagement.
Manage key stakeholder quarterly strategic and investment reviews to ensure alignment and support of LOB objectives.
Manage budget and optimization across Core programs.
Ensure existing capacity from delivery resources are optimally aligned to highest priorities of the business.
Partner with and leverage research team to understand consumer insights to define go to market strategy, personas, naming conventions partnering closely with product, CGM, USCM, USCA.
Work with USCD to achieve Digital Engagement scorecard targets by aligning marketing support with digital roadmap for digital and mobile users, paperless, an email/mobile capture and opt-in preferences.
Continue progress against Integrated Communication martech work to build out loyalty and digital engagement integrated communications strategy as well as new product use cases.
Lead Crisis Communication strategy across all events and specifically spearhead the evolution of COVID related communications to ensure relevant content continues to educate and reassure our customers across USCB.
Work with agencies, CCOE, and Mastercard to ensure consistently breakthrough, relevant, consumer-centric creative, offers, and content.
Take ownership over competitive insights for programs and ensure working team is aware of new campaigns and implications for Citi.
Manages the implementation of identified key initiatives; leading key project meetings and creating executive-level summaries to keep key stakeholders apprised/engaged throughout campaigns. Also expected to measure and track the impact each initiative has on the business; determine related go-forward strategy based on results and continuing to refine/adjust plans accordingly.
Creating the go-to-market strategy required to impact targeted, defined segment opportunities which will produce incremental profit and positively impact customer experience. Defines key initiatives in partnership with product, channel, and brand leaders to increase engagement.
Responsible for Market Re-entry for Cards ECM programs - including key milestones, impacted channels, and dependencies required to successfully launch.
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, as well as effectively supervise the activity of others and create accountability with those who fail to maintain these standards.
15+ years of experience in performance marketing leading teams, including 10+ years of managerial experience
Previous work within Financial Services preferred
You bring great ideas to the table and seek out how to include others to make your ideas even better. People value your opinions and love that you respect theirs.
Outstanding organizational skills and time management;
Exceptional project management skills and attention to detail, along with high levels of emotional intelligence and partnership skills.
Demonstrable history of driving results and executional excellence
Strategic thinker who can take broad visions and concepts and develop structured plans, actions and measurable metrics and then execute on those plans
Decisive, action-oriented, and able to motivate, inspire, and lead cross-functional teams in different geographies and business units
A strong leader and excellent communicator who can drive consensus and articulate recommendations and tradeoffs to senior executives
Ambitious self-starter with demonstrated ability and willingness to roll up sleeves and execute to get the job done
Strong drive for results, with the ability to manage independently and take calculated risks
Ability to succeed in a fast-paced, innovative, and rapidly evolving industry and business organization
Citi, the leading global bank, has approximately 200 million customer accounts and does business in more than 160 countries and jurisdictions. Citi provides consumers, corporations, governments and institutions with a broad range of financial products and services, including consumer banking and credit, corporate and investment banking, securities brokerage, transaction services, and wealth management. Our core activities are safeguarding assets, lending money, making payments and accessing the capital markets on behalf of our clients.
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