Existing Customer Marketing - Customer Management Strategy Analyst (C13/VP)

Position Summary 

The Marketing and Franchise Development organization drives all aspects of the customer lifecycle, from Acquisition to Engagement to Retention.  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 Customer Management Strategy Analyst to drive analysis of marketing effectiveness within the Customer Management organization.  This area of ECM focuses on developing and implementing end to end strategies that improve the overall health of our customer franchises, with a focus on our new and at-risk customer segments. 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, Digital metrics, financial services, and a proven track record of developing and monitoring key performance indicators (KPIs). 

Responsibilities 

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. 

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. 

Digital Metrics and Measurement

• Provide “horizontal” expertise in the area of Digital metrics, acting as a key interface with the Digital organization and providing views on how to measure and interpret Digital performance

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. 

Lead the annual Planning process (expense, outcomes)
 

Qualifications 

• 6 - 10 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 Analytics 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. 
• Experience with measuring and interpreting Digital performance

Education 

• Bachelor’s Degree required, Master’s preferred. 

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Job Family Group:

Marketing

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Job Family:

Marketing Program Management

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