VP, Business Analytics - Digital Funnel Expansion and Optimization (Hybrid)

About Citi Retail Services

Citi Retail Services (CRS), with Assets of approximately $50B, is a leading provider of consumer and commercial credit card products, both private label and co-branded, to national and regional retailers and their customers across the U.S. It also provides retail industry expertise, including transaction data analytics, fully integrated marketing and loyalty programs and advanced digital capabilities. The business services over 52 million accounts for several national brands, including The Home Depot, Best Buy, Dillard’s, Sears, Macy’s, LL Bean, Tractor Supply Co. and Wayfair.

US Personal Banking Analytics (USPBA) is a global community that is driving data driven transformation across Citi in multiple functions with the mission to deliver faster, wider, deeper, data driven insights to achieve superior decisions and financial outcomes. We are a fast-growing organization working with Citi businesses and functions across the world.

Job Background / Context:

USPBA / CRS New Accounts Analytics team drives performance analytics, diagnostics and drivers analysis, lead risk & opportunity identification, attribution and measurement to assess emerging trends and outlook.

The team supports retail partners to assess customer journey across various touchpoints and drive omni channel strategy including, Field Sales, upper funnel digital optimization, digital adoption and sales engagement etc. The team works on solving various business challenges leveraging data and insights as tool.

This position is responsible to lead digital funnel expansion and optimization leveraging digital and analytical capabilities across products, marketing, and customer experiences across 25+ iconic retail Partners like The Home Depot, Best Buys, Macy’s, amongst others. This role is expected to build CRS digital engagement, experience and adoption KPIs / goals and roadmap planning along with funnel diagnostics, drivers’ analysis, tactics development, financial assessment and feasibility, design of experiments and drive executional focus and alignment across teams for implementation and value realization. The key business focus areas include:

• Digital Universe Expansion: prospects universe expansion though alternate channel strategy e.g., citi.com, paid social, offline to online etc.
• Reduce Funnel Drop-offs: drive funnel efficiencies through improving submission rates, UX/CX changes and underwriting,
• Improve post approval profitability: build tactics and strategies to improve customer profitability and value through optimizing activation rates, seamless onboarding experiences, improve 1st yr sales / transactions, reduce ones and dones’ etc.
• Additionally, the role is expected to drive digital marketing universe expansion and usage of digital servicing/product capabilities to market CRS product and services.

The individual will be responsible and accountable to drive key financial & operational KPIs, including, but not limited to: New Credit Applications, Funnel Efficiencies metrics, Acquisitions, Sales, Credit Penetration, Wallet Share, Revenue and Net Income.  This role also requires leading our offshore team of highly talented individuals.

This is an ideal analytics job for curious people who love solving challenging business problems, identifying drivers and data patterns, driving data driven strategies, applying statistical techniques, leveraging digital capabilities, interacting with internal and external partners to influence business decisions in a fast-paced environment.

Responsibilities:

Specific responsibilities will include but are not limited to:

• Build CRS digital engagement, experience and adoption KPIs / goals and roadmap planning.
• Lead CRS Credit Card digital new accounts / funnel performance analytics, outlook and trends to inform further strategies to increase acquisition volumes.
• Build diagnostics frameworks and analytical insights to map underlying drivers, emerging risks and opportunities to drive growth.
• Drive efforts on ad hoc, time sensitive exploratory data analysis, confirmatory data analysis and/or qualitative analysis to provide additional insights and context on outlooks, underlying conditions driving current acquisition outlook and trends,
• Identifies data patterns & trends, and provides insights to enhance business decision making capability in business planning, process improvement, solution assessment, etc.
• Coordinate data gathering from external sources to inform analysis, and ensure that data is provided to appropriate teams to drive other analytic responsibilities,
• Cross-functional collaboration and driving programs to logic closu