Retail ECM Deepening and Engagement Marketing Lead Analyst, (C13/VP)

VP, Retail ECM Deepening and Engagement

The US Personal Banking and Wealth Management Marketing organization drives all aspects of the customer lifecycle, from Acquisition to Engagement to Retention, across all major Business Units in Citi’s Personal Bank – Branded Cards and Lending, Retail Bank and Mortgage, 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 organization develops the strategies and plans that deliver sizable revenue, deposits and sales with substantial budget and headcount.   

The Retail Deepening and Engagement program manager is responsible for managing Retail deposit marketing efforts to deepen, engage and retain clients. The role will drive strategy and end-to-end execution of balance retention and cross-sell Retail ECM efforts.  Additionally, this role will be responsible for ensuring Aprimo execution controls, metric reporting and adhering to all legal and compliance control requirements.  Key to success will be developing and leveraging strong partnerships with

internal Marketing teams, stakeholders and subject matter experts such as Decision Management, Product, Legal and Compliance, and other Marketing partners. 

Overall Responsibilities

• Responsible for developing and executing marketing programs to deepen, drive deposits and retain customers to achieve business goals.
• Ideate innovative ways to grow business through marketing strategies and various touchpoints to attract lifetime engaged customers.
• Oversee flawless customer facing marketing and partner with Citi cross-functional teams to flawlessly execute marketing campaigns/programs with operational excellence.

• Manage creative development across channels including marketing brief process; Channel implementation, List work instructions; Offer fulfillment and implementation (if applicable); Internal communications to the field.
• Manage end-to-end tactical implementation/fulfillment process.
• Manage and oversee end-to-end tactical implementation.
• Partner with cross-functional teams to execute marketing campaigns/programs with operational excellence.
• Influence key stakeholders and marketing leadership teams.
• Manage and maintain program budget including invoice payment, forecasting and expense reconciliation.
• Effective communication of marketing strategies and performance results.
• Evaluate program performance to drive future strategies, optimize existing channel performance and identify opportunities for improved efficiency, effectiveness and customer experience
• Appropriately assess risk when business decisions are made, demonstrating particular consideration for the firm's reputation and safeguarding Citigroup, its clients and assets, by driving compliance with applicable laws, rules and regulations, adhering to Policy, applying sound ethical judgment regarding personal behavior, conduct and business practices, and escalating, managing and reporting control issues with transparency.

Qualifications:

• 5-10 years of experience in financial services and program management, including campaign management across digital and traditional channels
• Ability to build collaborative environment across departments and partners
• Ability to lead and inspire teams and establish strong followership
• Ability to dive into the details while coordinating multiple projects with varying timelines
• Ability to interact appropriately with people across different functions and multiple levels across organization
• Personal accountability and decisiveness in a strong work ethic culture
• Demonstrated ability to synthesize, prioritize and drive results with a high sense of urgency
• Requires attention to detail, excellent organizational and project managing skills
• Resourceful and pragmatic problem-solver, forward thinker with independence of thought
• Ability to step into role and pick up programs and projects mid-stream and manage them to completion
• Excellent interpersonal skills
• Experience with Controls and issues management and ability to apply critical thinking to identify and mitigate potential issues and manage issues to resolution
• Ability to adapt to changes as well as thrive in a dynamic and continually evolving environment
• Analytical skills required to report business results to management team
• Effective verbal and written communication, presentation and influencing skills
• Strong proficiency with Excel and PowerPoint with an aptitude to quickly learn new systems, platforms and software

Education:

• Bachelors/University degree or equivalent experience.  

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In addition to salary, Citi’s offerings may also include, for eligible employees, discretionary and formulaic incentive and retention awards. Citi offers competitive employee benefits, including: medical, dental & vision coverage; 401(k); life, accident, and disability insurance; and wellness programs. Citi also offers paid time off packages, including planned time off (vacation), unplanned time off (sick leave), and paid holidays. For additional information regarding Citi employee benefits, please visit citibenefits.com. Available offerings may vary by jurisdiction, job level, and date of hire.

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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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