Marketing Strategy Lead

The U.S. Personal Bank delivers a wide array of banking, payments, lending and investment services to individual consumers and small businesses. To deliver on our brand promise, we must operate as a truly client-centric organization, driving a high tech, high touch experience for the full Citi relationship, particularly in the U.S. To do so, we have aligned our structure with our strategy to ensure we win in the U.S., our largest market, and drive greater client-centricity across product, segment, and geography.

The US Marketing and Franchise Development (M&FD) Marketing organization drives all aspects of the customer lifecycle, from Acquisitionto Engagement to Retention, across Branded Cards and Lending, Retail Bank and Mortgage, Consumer 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 Marketing Strategy Lead (VP) on Spend Engagement will achievebusiness results for Branded Cards by delivering multi-channel marketing campaigns and branded experiences that engage card members to utilize card benefits, increase card spend, and/oradding or upgrading new products, deepening their relationship with the bank. The Marketing Strategy Lead (VP)is responsible for partnering across several teams to shape the overall strategic direction of marketingcampaigns (including targeting, offers, and communication strategy) to improve customer experience and deliver on P&L goals.

Key Responsibilities:

• Identify opportunities to improve the customer experience, drive innovation, and deliver business results

• Lead campaign strategy, planning, and implementation of marketing initiatives

• Partner in the development of a spend engagement strategy engine utilizing omni-channel approaches inclusive of all channels, such as digital, email/direct mail, partner marketing, and paid media channels

• Create test and learn agenda with high degree of autonomy

• Collaborate cross-functionally with Analytics, Risk, Product, Finance, and Legalpartners to identify new testing opportunities, assess performance of campaigns, and align on data-driven optimization and expansionstrategies in a timely and disciplined manner

• Prioritize efforts and initiatives based on available channel resource capacity (Direct Mail, Email, Citi Online, Citi Mobile App) and available funding

• Secure formal partner approvals to ensure adherence to Citi’s control framework

• Lead key expansion and optimization projects that deliver organic growth to the programs

• Contribute to the long-term development of the program including managing strategic initiative roadmaps while addressing changing consumer, business, regulatory, and economic conditions

Qualifications

• Deep knowledge across all communication channels, including email/direct mail, web, owned digital, mobile in-app, and paid/display media

• Strategic and analytical thinker with ability to identifypotential new opportunities and make data-driven decisions that deliver on financial goals

• Curious and self-motivated with a passion for continual improvement

• Highly capable in driving change and innovation to deliver growth

• Experienced in defining testing strategies and objectives

• Ability to manage multiple work streams simultaneously and quickly adapt to change as business strategy continues to evolve

• Hands on, pragmatic problem solver with ability to design solutions as well as anticipate problems and take proactive action

• Possesses strong communication skills and ability to present and influence across all levels of the organization

• Promotes a culture of collaboration and willing to break down functional silos to optimize business results and facilitate the overall growth of the Citi Cards franchise