US Consumer Senior Media Manager - SVP
The Global Brand and Consumer Marketing organization is the marketing leadership function for Citi. GBCM develops and executes the global brand strategy for Citi’s businesses and partners with Lines of Business and Regional/Local Markets to define and execute integrated marketing strategies that will move our marketing from "sell" to "buy". We drive the expression of the Citi brand and marketing experiences, which in turn drives client-led growth and ensures Citi is recognized as an industry-leading global brand in the markets in which we operate.
The team works across the US consumer business to develop and implement high performing paid media plans that drive key business KPIs for key US Cards and Retail products and services. In addition, the team services 19 consumer markets as a “center of excellence” and establishes and maintains key standards and guidelines that help to ensure Citi is positioned as a “best in class” consumer brand across the linear, digital and social ecosystem.
The US Consumer Senior Media Manager is a leader with expertise in building media strategies across traditional and digital media and who has experience in overseeing and managing the execution of multi-faceted integrated media campaigns in the US. They understand how to navigate media channel mix, partner selection & rationale, activation operations, KPIs, and analytics. They have an understanding of how to activate media across the full funnel.
This individual will be responsible for driving the implementation and execution of key US card and retail bank initiatives via multiple paid and owned media channels. Those channels include linear TV, OTT, digital, audio, social media, programmatic, print and out of home channels. The media lead is qualified to understand the best approach to connecting our communication with the right audiences at the right time. They understand how to navigate media channel mix, partner selection and rationale, and manage an annual budget.
They are responsible for identifying and supporting new marketing channel opportunities, assessing resource/execution needs to bring these opportunities to market, tracking performance and communicating results across multiple levels of management.
The individual needs to be a digital marketer with expertise in a variety of amplification partners and tactics (paid, owned and earned strategies) and someone who has an understanding of how data insights and media optimization can drive business results. They need to understand how to build targeted audience profiles and segments that strategically align with Citi-produced content.
Interface with key agency and vendor relationships that provide critical services such as oversight of digital brand safety, media tracking, etc. They will be a key partner with Legal and Compliance in ensuring all proper reviews are handled and documented before any campaign launches.
Collaborate with various media agencies and internal marketing teams to oversee planning, execution and reporting of paid campaigns that meet the brand and or the product team’s overall KPIs
Unearth consumer insights to inform the development of plans for both paid and owned channel activations
Remain abreast of new and emerging platforms and the opportunities they represent, as well as changes in existing platforms that impact media performance. Work to infuse innovation into all campaigns, prioritizing first to market buzz-worthy initiatives
Provide creative analysis and recommendations when appropriate to improve media performance
Distill and socialize learnings and best practices from campaign performance.
Support media measurement approach with markets, including the development of key media KPIs and successful execution against them
Support major media partnerships and ensure they are positioned to drive key KPIs for the business
Provide guidance to regional teams for analyzing and interpreting data to make strong data-driven marketing decisions
Manage quarterly campaign budgets and an ability to optimize accordingly
Knowledge, Skills, and Abilities
Strong digital marketing background (10+ years of experience) with full-funnel experience
Previous work within Financial Services or with an agency preferred
Familiarity with financial regulations, especially as it pertains to digital media / social media / advertising and the respective fair lending statues that Citi must adhere to
Experience in partnering with major media partners across all channels including linear TV, digital, OTT, audio, print, out of home, social, search, etc.
Understanding of the social media channels and how to leverage them to drive business KPIs
Experience with programmatic ad buying with working knowledge of ad tech (DSP, DMP, etc)
Knowledge and familiarity with research partners and their respective capabilities
Ability to collaborate with multiple stakeholders and gain alignment as needed on various campaigns, etc.
Attention to detail, organization skills and strong presentation skills to internal stakeholders
Experience in successfully influencing others and navigating highly-matrixed organizations
Strong communicator with excellent written and verbal communication skills
Strategic and analytic mindset and knowledge of test and learn best practices
Proactively looking for ways to improve existing processes to drive efficiencies
A keen sense of curiosity and willingness to ask questions that can drive positive change
Bachelor's degree required; advanced degree preferred
Job Family Group:Marketing
Job Family:Advertising, Branding and Media
Time Type:Full time
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.
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