Existing Customer Marketing - Strategy Analyst (C13/VP)

Position Summary

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 Citi’s Personal Bank – Branded Cards and Lending, Retail Bank and Mortgage and Wealth. 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 ECM organization is currently seeking a VP, ECM Strategy Analyst to drive analysis of marketing effectiveness. The role primarily involves developing and implementing analytical strategies to drive business growth, optimize operations, and enhance decision-making processes. The ideal candidate will possess a strong background in data analysis, financial services, and a proven track record of developing and monitoring key performance indicators (KPIs).

Responsibilities

Develop Analytics Agenda:

• Lead the development of a comprehensive analytics agenda that supports business goals and priorities. Work closely with stakeholders to understand their analytical needs and requirements.
• Continuously evaluate and refine the analytics agenda to adapt to changing business dynamics and market trends.

Develop and Monitor Key Performance Indicators (KPIs):

• Partner with cross-functional teams to identify and define relevant KPIs aligned with business objectives.
• Design and implement robust measurement frameworks to track KPIs and performance metrics effectively.
• Regularly analyze KPI data to identify trends, patterns, and areas for improvement.
• Generate actionable insights and recommendations based on KPI analysis to drive strategic decision-making.

Business Case Development and Scenario Planning:

• Develop compelling business cases that articulate the value proposition and justification for investment in strategic projects.
• Partner with business units to assess the feasibility and potential impact of proposed initiatives.
• Conduct thorough cost-benefit analyses and ROI assessments to support decision-making.
• Analyze various scenarios to understand their impact on financial performance.
• Collaborate with stakeholders to develop strategic responses to potential scenarios.
• Present business cases to senior management and key stakeholders, providing clear and persuasive arguments for proposed initiatives.

Measure Marketing Effectiveness:

• Develop and implement key performance indicators (KPIs) to track and evaluate marketing initiatives' success.
• Monitor and evaluate the effectiveness of new initiatives and tests, adjusting as necessary to maximize outcomes.
• Create insightful reports and presentations to communicate findings and recommendations to stakeholders at all levels.

Qualifications

• 5+ years of relevant experience
• Strong experience in scoping and creating KPI’s and metrics and developing metrics dashboards.
• High degree of comfort with financial and quantitative analysis, scenario development, and key P&L drivers; ability to create and model data easily and comfort with scope and direct quantitative analysis working closely with USCA and Finance  
• Familiarity with financial services industry and competitor products/services
• Excellent communication and presentation skills, with the ability to effectively convey technical concepts to non-technical stakeholders.
• Strong project management skills, with the ability to prioritize tasks, manage multiple projects simultaneously, and meet deadlines.

Education

Bachelor’s Degree required, Master’s preferred.

This job description provides a high-level review of the types of work performed. Other job-related duties may be assigned as required.

------------------------------------------------------

Job Family Group:

Marketing

------------------------------------------------------

Job Family:

Marketing Program Management