VP, Retail ECM - Digital Cross-Sell Marketing Lead Analyst

VP, Retail ECM - Digital Cross-Sell Marketing Lead Analyst

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, Wealth and Citi Retail Services.  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 organization develops the strategies and plans that deliver sizable revenue, deposits and sales with substantial budget and headcount.   

The Retail Digital Cross-Sell Marketing role is responsible for the end-to-end digital marketing strategy and execution across retail campaigns. Specifically focusing on efforts to drive retail CD/MMA product awareness, digital engagement and deliver on Sales, Balance and Revenue goals.    Responsible for leading campaign management across multiple bank products and cross-selling them to retail customers.  Operationalizing the campaign process and leading process ownership, creative, and execution across multiple workstreams. As well as supporting campaign initiatives across our owned channels, the VP will partner across marketing, product, channel, and tech teams, ensuring flawless execution of product creative and execution. As market opportunity evolves, the VP will play a key role in supporting initiatives to drive awareness, engagement, and conversion. Focus areas include driving full funnel conversions, working with the team and our agency on testing and optimization efforts and developing a roadmap for continued enhancement opportunities. Across onsite and campaign led projects, the VP will ensure new creative experiences/messaging are tested, leverage key digital targeting techniques & associated best practices, all while ensuring on time/flawless execution.  

Additionally, this role will be responsible for ensuring Aprimo execution controls, metric reporting and adherence to all legal and compliance control requirements.  Key to success will be developing and leveraging strong partnerships with internal Marketing teams, stakeholders and subject matter experts such as Analytics, Product, Legal and Compliance, and other Marketing partners. 

 Overall Responsibilities 

• Support the development of digital acquisitions strategies for Citi’s core Retail products, with a focus on savings and CDs
• Manage campaign creative from concept development through execution, ensuring flawless delivery and execution
• Partner with campaign marketing strategy leads, channel teams and creative agencies to develop and execute creatives for offer Landing Pages and all digital placements across Citi Online and Mobile App.
• Bring new opportunities to market via test and learn, optimization efforts and partnership across teams
• Work with the marketing campaign managers, segment teams, online channel managers, agency partners and legal department in creative process as needed.
• Drive channel acquisitions growth through understanding the competitive landscape, optimizing existing channel performance, and identifying new messaging, targeting, or capability opportunities.
• Collaborate with business partners to grow efficiencies and effectiveness in our acquisition channels through innovation in strategy, targeting, delivery, process and new capabilities
• Manage agency relationship for campaign creative, including briefing, reviews and aligning with internal stakeholders
• Maintain an extreme focus on detail while managing marketing campaigns across multiple online channels. Audit key steps to ensure flawless execution.
• Utilize performance results to influence go-to-market offers and planning to drive testing, increase conversion metrics and optimize funnel performance
• Evaluate program performance to drive future strategies, optimize existing channel performance and identify opportunities for improved efficiency, effectiveness and customer experience
• Provide updates to senior leadership on an as needed basis.
• 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 con