US Retail Bank - Engagement and Servicing Digital Senior Lead - Senior Vice President (Hybrid)

The Mass and Emerging Affluent Segments team is part of the Segments & Product Development within Citi’s US Retail Banking group. The Mass and Emerging Affluent Segments team is responsible for designing and delivering differentiated and competitive value propositions to defined client segments with a multichannel focus.

The Engagement and Servicing Digital Senior Lead - SVP position is a critical leadership role responsible for strategically enhancing the digital customer experience post-acquisition, with a primary focus on driving customer engagement, facilitating seamless servicing, and fostering banking primacy through digital channels. This role will define and optimize the digital customer journey for existing clients. The Lead will be accountable for establishing and tracking key digital servicing and engagement metrics, identifying opportunities for digital self-service expansion, personalization, and seamless integration with other channels. Furthermore, this individual will champion the voice of the customer in digital product development, partnering closely with Technology, Product, Marketing, and Customer Service teams to prioritize and implement digital enhancements that elevate customer satisfaction, reduce service costs, and deepen customer relationships.

Responsibilities:

• Digital Servicing Journey Optimization: Design, manage, and continuously optimize digital servicing journeys, analyzing usage patterns and identifying opportunities for simplification, automation, and enhancement to improve efficiency and customer satisfaction.

• Customer Engagement & Primacy: Develop and execute digital strategies to proactively engage existing customers, encourage deeper product adoption, and drive customer primacy. This includes leveraging personalization, proactive communication, relevant content delivery, and digital tools.

• Digital Self-Service Expansion: Identify and prioritize opportunities to enable customer self-service through digital channels, reducing operational costs while improving customer convenience and satisfaction. This involves collaboration with operational and technology teams.

• Customer Retention & Root Cause Analysis: Strategically identify and analyze root causes of customer attrition. Develop and implement digital-first retention strategies, utilizing data insights to proactively address customer pain points and enhance loyalty.

• Business Case Development for Retention Initiatives: Collaborate with Finance and Business Management teams to build comprehensive business cases for proposed customer retention initiatives, articulating potential ROI, resource requirements, and strategic alignment to secure necessary funding and approvals.

• Performance Monitoring & Analytics: Define, track, and report on key digital engagement and servicing metrics. Provide actionable insights to measure channel health, identify trends, and inform strategic decisions.

• Cross-Functional Collaboration & Customer Advocacy: Partner extensively with internal and external stakeholders to ideate, develop, and implement digital servicing and engagement solutions. Lead cross-functional efforts and manage the digital book of work, ensuring alignment with business objectives and efficient resource allocation, while acting as a strong advocate for the digital customer experience by integrating customer feedback and market research into the digital roadmap to ensure customer-centric development.

• Competitive & Industry Best Practices Analysis: Continuously monitor competitor digital servicing and engagement strategies, as well as broader industry trends and emerging technologies, to identify innovation opportunities and maintain a competitive edge.

• Risk Management & Compliance: Ensure all digital servicing and engagement initiatives adhere to regulatory requirements, internal policies, and robust risk management frameworks. Demonstrate strong ethical judgment and transparency in managing control issues.

Qualifications:

• 10+ years experience in Financial Services.

• Project planning and management experience.

• Prior Consulting experience.

• Understands consumer financial services businesses and operating model

• Proven strategic thinking and analytic skills coupled with financial acumen. Demonstrated ability to synthesize information, prioritize business goals and drive results with a high sense of urgency.

• Able to translate data and metrics from across different constituencies in order to create clear and concise executive presentation materials. Highly organized and detail-oriented. Able to create support across a wide range of stakehol