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Ecm Head of Customer Management

3 months ago

New York, United States Citi Full time

The Marketing and Franchise Development organization drives all aspects of the customer lifecycle, from Acquisition, to Engagement to Retention, across all major Business Units - 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 Head of ECM Customer Management is responsible for developing customer strategies for each Line of Business (LOB’s) with a focus on segmentation, customer health metrics, customer experience and Digital strategy. This work will focus primarily on critical segments in the customer lifecycle, including our strategy to welcome new customers and retain at-risk customers. Specifically, this role will lead, develop and champion business-specific strategies for these segments working with cross-functional partners including Product, Digital, Customer Experience, Risk, Analytics, and Operations. Lastly, this individual will lead the execution and implementation of end-to-end marketing, with a strong focus on our Digital channel, that supports these strategies in the areas of new customer engagement, loyalty and retention, with innovative campaigns and programs while maintaining a tight lens on metrics, controls and budget.

**Responsibilities**
- Develop and refine the strategic vision and roadmap for New and At Risk customer management and engagement across the franchise, working closely with Product and Analytic partners to align with overall business objectives and marketing goals
- Drive deep analyses to aid in strategy development, including finding new ways to frame program profitability, developing compelling business cases for strategies, and partnering with Analytics on major analyses and opportunities.
- Establish performance metrics, KPIs, and benchmarks to measure the customer health of the franchise and the overall customer experience; work with Analytics to operationalize reporting on KPI’s against strategies
- Develop Digital strategy for key segments and provide horizontal expertise across ECM in Digital, with a focus on bringing segment, product and franchise benefit strategies to life and partnering with DST team on robust strategy and measurement
- Drive Customer Experience agenda across LOB’s and link to At Risk retention and New Customer strategies; provide point of contact and expertise in partnering with CX and Operations.
- Collaborate with cross-functional teams to align strategies and priorities, including product development, digital platforms, analytics, and customer experience.
- Develop targeted marketing campaigns and communication strategies tailored to the needs, preferences, and behaviors of different customer segments with an ingoing emphasis on new customers and at-risk customers; optimize targeting, messaging, and channel selection.
- Collaborate with creative teams, agencies, and internal stakeholders to develop compelling marketing collateral and digital experiences that resonate with target audiences and drive engagement.
- Consistently improve relevance, efficiency and profitability of Marketing programs, closely analyzing and tracking results of customer response and investments
- Closely manage budget across Customer Management team, ensuring we are adhering to agreed spend levels and leading process to identify monies that can be repurposed as needed.
- Lead, mentor, and inspire a team of marketing professionals, providing guidance, support, and development opportunities to foster growth and career progression.

**Qualifications**
- Bachelor’s Degree in marketing, economics, finance, accounting, engineering, mathematics, statistics, business, computer science or related 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
- Strong analytical skills with the ability to leverage data and insights to drive strategic decision-making, develop business cases and create persuasive recommendations. High degree of comfort with financial analysis, scenario development, and key P&L drivers. Experience in scoping and creating KPI’s and metrics and developing metrics dashboards.
- Experience in Digital Marketing Strategy and Execution, including key digital metrics and Digital MarTech (e.g. Adobe, Pega)
- Structured approach to problem solving including root cause analyses and hypothesis development
- Significant experience in developing execut