Wealth Management in Banking is critical for Citi’s growth in Asia. This role will hold the digital sales volumes goals for bank products like Citigold and Citigold Private Client and will be key in leading the digital sales strategies for these products.
The person will collaborate with product owners in Retail Banking, Digital Customer Experience, Data & Analytics, etc. to deliver the digital acquisition strategy, tactics, execution, and optimization of paid and owned campaigns across digital touch-points. Deep expertise in direct-response and performance marketing, as well as strong paid media, and martech/adtech foundations will be critical to the success of this role.
Lead the digital acquisition sales strategy, and implement best-in-class practices across paid and owned channels
Work with internal teams (and marketing) on best in class marketing and sales strategy
Actively manage the funnel performance leveraging a data-first approach. Understand fall-out points throughout the conversion funnel and develop initiatives to increase yield and scale volume
Work with market product teams on delivering against funnel needs, telesales conversions, customer experience, and overall acquisition efforts
Deliver against sales targets, and grow sales volumes for varied lines of business that depend on digital through different phases of the buying journey
Implement and measure campaigns to maximize channel performance across acquisition and cross-sell
Lead and execute the test and learn agenda across product, creative, media and digital customer experience for all screen sizes. Establish a framework for measurement for digital channel performance, including KPIs, benchmarks, and acceptable ROI
Identify and lead integration of new capabilities and technologies to improve digital targeting (DMP, DSP) and funnel performance (analytics)
Deliver key insights to business partners to continue to grow current and new portfolios. Lead a mobile-first approach, and design customer-centric digital sales experiences
Partner with data management platforms, information security teams and data & analytics teams across teams
Partner with the marketing and product teams to engineer a communication framework relevant and impactful to the customer
Build relationships with, and leverage key media platforms across Asia and globally
Work with a dedicated team of growth marketers to deliver organizational goals around sales and optimization
5+ Years’ experience in Digital Marketing, Media and Sales
Digital sales/e-commerce experience is preferred
Expert knowledge in Digital paid media including PPC, Display, Affiliates and Social
Experience leveraging web traffic (Google Analytics, Adobe Site Catalyst, etc.) and personalization/testing platforms (Adobe Target) tools
Strong understanding of martech/adtech stacks tools and capabilities necessary to work with big data across the organization
Demonstrated ability to deliver results that is timely, relevant and effective, and strong people and project management skills
Experience managing large and complex projects across multiple countries and time zones
Be comfortable with getting into and working on detailed plans to drive speed of execution while staying focused on quality and sustenance of output
Exemplary leadership skills to be able to lead, influence and partner with teams across the organization to drive this new strategy and framework
Asia market experience necessary
Strong relationship building skills & experience of working in a matrix organization will be considered an advantage
Passion for technology and numbers
Job Family Group:
Digital & Social Media Marketing
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