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Addressable Media Capability (Identity) Lead - HYBRID

Job Req ID 22536538 Location(s) New York, New York; Wilmington, Delaware; O'Fallon, Missouri; Jacksonville, Florida; Atlanta, Georgia; Charlotte, North Carolina; Irving, Texas Job Category Marketing
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The Identity Graph Sr. Manager - HYBRID is a senior manager role within Citi’s media organization responsible for Citi’s identity graph roadmap. The ID graph powers Citi’s digital marketing (paid media, onsite) and allows Citi to deliver personalized marketing experiences and to attribute performance across all channels. The Identity Graph Sr. Manager - HYBRID will drive the roadmap ensuring graph growth, maintenance, and integration.

As a consumer’s digital footprint increases, so does concern about how advertisers use consumer data within digital marketing. The marketing ecosystem is drastically changing over the next couple of years; driven by both international and regional privacy regulations and technology restructuring which will limit ability to target and measure audiences in paid media. These changes require privacy-focused solutions to solve for Citi’s ability to target advertising and personalize consumer’s experiences and measure the impact of that marketing.

Successful candidates for this role will demonstrate passion and aptitude to build people-based MarTech/AdTech capabilities.Candidate must demonstrate ability to partner with cross-functional project teams to bring a vision to life.


Support world-class, identity resolution solutions:

  • Continuously enhance graph solutions using known and anonymous IDs linking to an individual across complex marketing platforms both online and offlineSource and build the identity-based retargeting solution(s) for paid media
  • Build onsite prospect authentication solution in partnership with onsite marketing and tech teams by identifying optimal solution for financial services
  • Enhance graph recognition rates across channels by incorporating additional identifiers

Privacy Leader:

  • Strong understanding of Privacy Regulations (e.g., CCPA, GDPR), solutions to solve (Clean Rooms, cookieless solutions, etc) and understanding of how they affect Identity Resolution and Management.
  • Internal expert on privacy regulation solutions and advocate for proactive solution building.
  • Understand broader North American privacy strategy with a keen focus on per market privacy and regulation trends and translate it into a roadmap that aligns with validated customer needs.

Industry Expert:

  • Ability to articulate knowledge about how a consumer is identified differently in each channel and how a graph connects disparate identities to a single person.
  • Understanding of programmatic advertising and of addressability solutions in the market (RampID, UID2.0/Identity Alliance, Core ID).
  • Acute awareness of the addressability market including deterministic, probabilistic, cohorts, and contextual solutions along with the differences and various advantages to each.
  • Ability to quickly connect with the various thought leaders across the industry will be critical to keep a strong strategy moving forward.


  • Background understanding of how digital marketing solutions such as DMPs, web personalization, CDPs along with background in tying identity to media measurement, multi-touch attribution in multi cloud environments.

    Set and Communicate High Value Commitments:  

    • Communicate to key stakeholders a roadmap that shows how and in which areas you will execute against the strategy and when they will be delivered.
    • Lead strategic steering committee and demonstrate progress against roadmap deliverables. Ability to influence peers will be critical.

    Lead Identity Product Team and Execution:

    • Lead, expand & empower a world-class team of identity managers across channels.
    • Establish business-outcome-based prioritization and roadmap in collaboration with Marketing, Data Science, Legal, Analytics, etc....
    • Create alignment on identity priorities and approach:  Drive alignment on how Identity Resolution products are bought, consumed by other internal teams, and used to drive better outcomes for Citi & our customers.
    • Work with individual business unit leaders to understand their needs, market trends and to align on roadmap.
    • Work with internal Leadership to build technology that maximizes customer value and creates the desired customer experience.

    The ideal candidate

    • 5+ years of experience in digital data management strategies
    • Technical understanding of ID graph components
    • Technical aptitude with demonstrated knowledge around data flows, tagging, implementation, and platform interactions
    • Ability to articulate a post-cookie vision for media and the steps advertisers must take to prepare with proven examples of milestones already reached
    • Knowledge of AdTech and MarTech tools (audience management tools, DSP/SSP, bid management, ad serving, web analytics, identity solutions, etc)
    • Expert storyteller. Must be able to take complicated and technical components of the stack and break it down into a digestible narrative and sell-through ideas to multiple levels of leadership
    • Experience working with legal on contract negotiation process for AdTech platforms a plus
    • Financial services experience a plus
    • Must be process oriented and organized
    • Delivery of high-quality work in a fast paced and dynamic environment
    • Effective team player with proven ability to manage multiple projects simultaneously
    • Excellent attention to detail, organization skills and strong presentation skills to senior level leadership stakeholders
    • Experience in successfully influencing others and navigating complex and highly-matrixed organizations
    • Strong sense of accountability and decisiveness in strong work ethic
    • Bachelor’s degree


    Job Family Group:



    Job Family:

    Advertising, Branding and Media


    Time Type:

    Full time


    Primary Location:

    New York New York United States


    Primary Location Salary Range:

    $139,090.00 - $208,630.00


    Citi is an equal opportunity and affirmative action employer.

    Qualified applicants will receive consideration without regard to their race, color, religion, sex, sexual orientation, gender identity, national origin, disability, or status as a protected veteran.

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    Effective November 1, 2021, Citi requires that all successful applicants for positions located in the United States or Puerto Rico be fully vaccinated against COVID-19 as a condition of employment and provide proof of such vaccination prior to commencement of employment.

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