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Career Opportunity

Digital Marketing Manager Paid Media - 12 months contract

  • Primary Location: Australia,New South Wales,Sydney
  • Education: Bachelor's Degree
  • Job Function: Marketing
  • Schedule: Full-time
  • Shift: Day Job
  • Employee Status: Temporary
  • Travel Time: No
  • Job ID: 18078951

Description


Strategic Intent
Develop and implement a client-centric Digital Sales strategy to acquire new to bank customers through retail banking (transaction, deposits and mortgages) and investment (bonds, structured products, fixed income) products, and increase penetration of these products to deepen relationships with existing customers.
Develop and lead strategic digital and marketing initiatives that achieve both product revenue targets and Citi Priority, Citigold and Citigold Select segment growth through the optimisation of channels, offers and budget. Drive to digital/mobile where feasible to deliver the most cost efficient acquisition, scale and profitability to the Retail Bank.
Key Accountabilities

Role Specific Accountabilities                                                     

  • Work closely with the Digital Campaigns Manager to develop the strategy and plan for quarterly digital acquisition plans as well as other ad hoc marketing plans, as required (eg. new offers and product launches) with a specific focus on paid media channels
  • Manage the media execution of marketing plans, including briefing media agencies, managing media plans, media expense management and working with the other Retail Digital Sales marketing managers to bring new campaigns to market
  • Work closely with media agencies and internal analytics teams to ensure appropriate tracking (incl. tagging) is in place to monitor paid media performance, analyse media performance data and make necessary media plan adjustments and optimisations as required
  • Identify opportunities for and implement ongoing paid media channel and creative tests aimed at driving improved digital engagement and conversion
Maximize New Account Growth and Profitability
  • Contribute to the development of and execute the Retail Digital Sales strategy to maximise profitable account growth in retail banking and wealth products
  • Contribute to Citi Priority, Citigold and Citigold Select segment growth targets through the integration of segment propositions into product acquisition campaigns
  • Develop and manage delivery of innovative digital campaigns that deliver account targets, speak to our target audience, are delivered on time, with competitive offers
  • Manage all campaign execution requirements, such as Activity Briefs, Communication Approvals, data briefs, agency briefs, creative development, offer development, tracking and reporting with engagement of key stakeholders as required
  • Analyse traffic and gain insights into digital performance including conversion rates and make adjustments as necessary using creative, platform and application levers, leveraging web analytics tools from the Adobe and Google stacks
  • Ideate and drive initiatives to maximise campaign effectiveness, such as online enquiry and application channels, lead referral and conversion processes
  • Adopt a mobile first approach to new campaigns and continually optimise owned channels for mobile
  • Deepen client relationships through strong, hyper personalised creative integrated across all available (and appropriate, given the product and segment) client touchpoints, such as our public website (pre- and post-login), eDM, DM, paid digital channel retargeting, OBTM, IBTM/sales leveraging, F2F and others as appropriate
  • Manage and develop relationships with creative, media and technology agencies and vendors to foster innovation, and to optimise the performance of all digital channels, such as paid and organic search, social, display, digital TV, content marketing and affiliates
  • Build awareness of Citi retail banking and wealth products and services to drive consideration to ultimately support the acquisition of new accounts
  • Develop marketing communications and collateral that supports Citi brand awareness and key brand pillars
  • Monitor competitor and market trends ongoing to inform marketing strategy and drive in-house / agency innovation 

Budget Management, Reporting and MIS

  • Prudently manage the marketing budgets, including expense optimisation, accruals and invoicing, to ensure targets and return on investment metrics are exceeded
  • Enable accurate and timely ROI reporting, on-the-fly optimisation and effective channel attribution through the setup, implementation and optimisation of tracking, reporting and analysis tools and processes
  • Understand and socialise campaign successes and learnings, to inform future campaign/channel strategies

Customer Experience

  • Take personal responsibility for resolving issues and delivering a remarkable client experience
  • Identify and implement improvements to the campaign management and fulfilment processes

Qualifications


Qualifications
  • Degree qualified in marketing or related discipline
  • Industry recognised certificates or diplomas well regarded
Description of minimum work experience required for this role
  • Minimum 5 years marketing experience within similar services-based industries, preferably financial services
  • Experience working within a global matrixed business is highly regarded
  • Demonstrated experience in and passion for, digital channels and innovation

Diversity is a key business imperative and a source of strength at Citi. We serve clients from every walk of life, every background and every origin. Our goal is to have our workforce reflect this same diversity at all levels. Citi has made it a priority to foster a culture where the best people want to work, where individuals are promoted based on merit, where we value and demand respect for others and where opportunities to develop are widely available to all.

Personal information (as defined in the Privacy Act 1988) will be handled in accordance with our Privacy Policy. Please see www.citi.com.au/privacy.



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