Growth Program Manager (Parental Leave Cover)
We’re looking for an experienced Marketing Manager to drive our high net worth client growth strategy on a 12 month fixed term contract. This critical role will offer the successful candidate exposure to both B2B and B2C marketing, and a broad range of channels and stakeholders.
The successful candidate will develop the referral strategy and execute key initiatives to deliver a pipeline of qualified leads to the frontline, to ultimately drive new investment and Citigold client growth for the Retail Bank. Key to this role will be partnering with the Sales and Distribution team to drive the Member Get Member program, the Business Referral Partner Program and identify other referral channels to deliver high net worth client growth.
Business Referral Program
Partner with the Head of Business Partnerships to drive growth through Citi’s accredited referral partner network, providing regular and relevant marketing communications, plus branded collateral to foster ongoing engagement
Activate and maximize key sponsorships with identified partners, including Chartered Accountants, Migration Institute and Self-Managed Super Fund industry events
Work with the Events Manager on the events strategy to drive ongoing engagement with partners
Partner with the Sales and Distribution team to find new ways to convert leads submitted via this channel
Member Get Member Program
Seek and implement process enhancements to improve the frontline / client referral experience
Drive and implement key program enhancements, such as reviews of incentive structures, experiential component to the referral reward
Devise new touchpoints to trigger Relationship Managers to seek referrals from their existing client base, including targeting Promoters, successful referrals and clients with successful investment outcomes, amongst others
Partner with the Digital Sales and Marketing, Deposits, Mortgages and Cards teams to develop a bank-wide referral program that is product and segment agnostic
Work with the Sales and Distribution team to promote the program and roll-out key training initiatives
Work closely with the MRC and Retention Manager on promoting MGM via existing channels and cross-sell activity
Work closely with teams across the business to identify new sources of client referrals, activate key Citi-wide partnerships to find and connect with HNW clients
Monitor competitor and market trends ongoing to drive innovation and ensure competitiveness of Citi’s referral programs
Develop and manage delivery of innovative referral campaigns (e.g. credible reasons) that deliver account targets, speak to our target audience, are delivered on time
Manage end-to-end campaign execution requirements including Activity Briefs, Comms Approvals, agency and design briefs, DM data briefs, creative development and channel execution. Channels include Salesforce Marketing Cloud (eDM, SMS, Cloud-based landing pages), Citi’s mailhouse, eCRM and RM dashboard uploads, the website and mobile app, paid media and other touchpoints as they become available
Ongoing management of the digital referral portal
Provide marketing and collateral support where required for Wealth Management Centres
Budget Management and Reporting
Prudently manage the referrals budget, including optimisation, accruals and invoicing, to ensure targets and return on investment metrics are exceeded
Work with Business Analytics and Sales Performance team to track the lead pipeline and growth through referral channels
Monitor and socialise key campaign metrics by preparing detailed post implementation reviews. Use these learnings to inform future campaign/channel strategies.
Key Competency Requirements
Analysis and Decision Making - Identify and understand issues, problems and opportunities and develop appropriate solutions.
Build Effective Working Relationships - Develop and leverage collaborative relationships to facilitate the accomplishment of business goals.
Communicates Effectively - Communicate clearly and concisely, with impact and credibility using appropriate language, style and terminology.
Market, Sales and Customer Focus - Create and seize opportunities that provide superior returns for shareholders and make customers and their needs a primary focus. Work to reinforce a market, sales and customer focus.
Operational Execution - Accountable for acquisition performance and act with a sense of urgency to address issues and take advantage of opportunities. Immediate access to key financial and operational data.
Minimum 5 years work experience – banking and telecommunications experience valued
Tertiary qualified in marketing or related discipline
High level of proficiency in Digital Marketing Systems ideally Salesforce Marketing Cloud and journeys with knowledge of latest social marketing techniques, web based analytics, Facebook profiles
Knowledge and/or use of Adobe Experience cloud, Google Analytics, CRM systems
Strong, written and verbal communication skills & competency in Microsoft Office, Excel, Powerpoint
Strong data management knowledge of segmentation/ extraction/customer targeting and techniques
Strong numerical and financial capability
Ability to plan, prioritise and co-ordinate multiple campaigns and initiatives to effectively deliver high-quality, sustainable results
Lateral thinker who demonstrates drive and commitment to delivering innovative solutions
Strong interpersonal, problem solving and influencing skills
Operates with a customer-centric lens
Adaptable, resilient and flexible
Team player who is energetic and highly motivated
Strive for continuous self-development
Key Scorecard Metrics
New to investments / investment capable growth
Citigold and Citigold Select Client Growth
Job Family Group:Product Management and Development
Job Family:Product Management
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.
Citigroup Inc. and its subsidiaries ("Citi”) invite all qualified interested applicants to apply for career opportunities. If you are a person with a disability and need a reasonable accommodation to use our search tools and/or apply for a career opportunity review Accessibility at Citi.
View the EEO Policy Statement.
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