Head of Existing Customer Marketing Strategy (C14 / SVP)

The US Marketing and Franchise Development (M&FD) Marketing organization drives all aspects of the customer lifecycle, from Acquisition, to 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 Head of ECM Strategy is responsible for developing the next generation of ECM Marketing strategy for Citi, taking into account competitive views, deep analysis of performance and results across all channels and the needs of each business.  In addition, this role will lead and champion critical initiatives and detailed annual plans that deliver on that strategy and that are designed to transform ECM Marketing. 

Responsibilities

• Drive the ECM Transformation across key pillars of Personalization, Efficiency and Speed – identify and frame initiatives, develop workplans to drive (both in pilot and rollout form), and maintain a comprehensive view of key efforts that will take our marketing to the next level.  These could include designing a multi-year plan for “real-time” marketing, overhauling the ECM team’s approach to designing and executing Digital Marketing, leading journey mapping for different customer segments,  identifying opportunities for enhanced efficiency through process improvements, automation, resource alignment, etc.

• Design and drive the annual strategic planning process for ECM Marketing for the Transformation, ensuring that overall and within each business we are advancing key Transformation initiatives.  Ensure that across each business, the priorities are clear and reflected in our Plans with partners, including Marketing Operations. 

• Develop comprehensive Analytics roadmap and priorities for ECM Transformation including customer segmentation and cross-channel approaches, finding new ways to frame program profitability, developing compelling business cases for strategies, and partnering with Analytics on major analyses and opportunities

• Design end to end Monitoring roadmap that will track ECM performance (e.g campaign performance, metrics), customer franchise health (e.g. benefit usage, digital engagement), and the Transformation (e.g. metrics to measure personalization, efficiency and speed).  This will include monitoring and tracking performance of ECM Marketing against commitments to each business (e.g. KPI’s, key metrics) as well as our Transformation and provide clear reasons for results, as well as plans and roadmaps to mitigate any under-delivery.  Develop means to drive to daily engagement on performance and plans to quickly adjust. 

• Develop and implement roadmap for Technology builds and Marketing Operations processes to deliver the Transformation – this could include scaling real time triggers, streamlining Digital processes, revamping capacity planning etc – with an output of an annual and multi-year agreed operational plan that reflects specific business unit commitments and the overall Transformation. 

Qualifications

• Bachelor’s Degree in marketing, economics, finance, accounting, engineering, mathematics, statistics, business, computer science or related quantitative discipline and 10 plus years of progressive post-baccalaureate experience. Alternatively, Master’s degree in one of the above fields. 

• Experience should include

  •  Strong background in business and marketing strategy, having developed strategies “from the ground up” using frameworks, data and competitive and customer insights

  • Demonstrated expertise in developing and implementing planning processes; able to scope, template and “processize” for large and complex organization and drive to simple and clear output

  • High degree of comfort with financial and quantitative analysis, scenario development, and key P&L drivers; ability to scope and direct quantitative analysis for both direct and indirect reports

  • Strong experience in scoping and creating KPI’s and metrics and developing metrics dashboards

  • Structured approach to problem solving including root cause analyses and hypothesis development

  • Significant experience in developing executive level presentations to highlight Marketing strategies and deliverables; able to structure and execute presentations with limited direction

  • Experience managing across a large organization and interfacing with partners in Business Units, Analytics, and across the rest of USPB Marketing

  • Deep familiarity with financial services industry and competitor products/services

  • Ideally a high familiarity with Marketing Personalization and Operations

  • Demonstrated clear and concise written and verbal communication

  • Ability to Inspire confidence with strong executive presence and the ability to motivate both direct and indirect team to deliver high quality work and adhere to processes

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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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