US Retail Bank - Client Digital Channel Sr. 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 Client Digital Channel Senior Lead is responsible for optimizing the digital customer journey for new account openings, from initial online search and discovery through successful account setup. This role also leads the overall digital matrix and key performance indicators (KPIs) to track the health of the channel, ensuring its effectiveness and identifying areas for improvement. Furthermore, this individual will partner with other lines of business to manage the book of work and prioritize small tech enhancements submissions, ensuring alignment with overall digital strategy and efficient resource allocation. This role requires a deep understanding of digital marketing, user experience, fraud prevention, and online onboarding processes. The Lead will analyze key performance indicators, identify areas for improvement, and collaborate with cross-functional teams to implement enhancements that drive conversion rates and enhance the customer experience.

Responsibilities:

• Onboarding Funnel Optimization: Manage and optimize the digital account opening funnels, analyzing conversion rates at each stage and identifying areas for improvement.

• User Experience Enhancement: Continuously analyze the user experience on Citi.com, particularly the pre-login experience, and identify opportunities to simplify and streamline the account opening process.

• Fraud Prevention: Maintain a strong understanding of fraud rules and work with the Fraud team to implement effective fraud prevention measures without compromising the customer experience.

• SEO Partnership: Partner with the SEO Lead to improve organic search visibility and drive traffic to Citi's digital account opening platforms.

• Data Analysis & Reporting: Track and analyze key performance indicators, such as conversion rates, funding rates, and time to complete application, to identify trends and measure the effectiveness of implemented changes. Maintain and report on the digital matrix, providing insights into channel health and performance.

• Cross-Functional Collaboration: Partner with teams across the organization, including Digital Marketing, Technology, Fraud, and Customer Service, to implement changes and enhancements to the digital onboarding process.

• Competitive Analysis: Partner with CX to monitor competitor strategies and industry best practices to identify opportunities for innovation and improvement in Citi's digital onboarding experience.

• Risk Management & Compliance: 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.

Qualifications:

• 5+ years of experience in digital marketing, user experience, or a related field, with a proven track record of optimizing online conversion funnels.

• Strong understanding of digital marketing principles, including SEO, SEM, and user experience best practices.

• Knowledge of online fraud prevention techniques and best practices.

• Experience with web analytics tools and data analysis techniques.

• Excellent communication, presentation, and interpersonal skills, with the ability to influence and collaborate effectively with stakeholders at all levels.

• Proven ability to manage multiple projects simultaneously and prioritize effectively in a fast-paced environment.

Education:
 Bachelor’s degree/University degree. Master’s degree preferred

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Job Family Group:

Product Management and Development

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Job Family:

Product Management