Head of Retail Digital Acquisitions Marketing

3 weeks ago

New York, United States Citi Full time

The US Personal Banking organization is a leader in the financial services industry. With a pre-eminent global brand and distribution, Citi delivers industry-leading products, advanced services and payment systems that address clients’ evolving needs. Integral to Citi’s success is the introduction of innovative products and solutions through strong partnerships and dedicated employees who are committed to excellence. Attracting market-leading talent is a priority, and the combination of financial strength and broad product scope provides rewarding opportunities for outstanding professionals to thrive in a dynamic organization.

Digital Acquisition is a critical area of focus and growth for the Acquisitions and Digital Sales Transformation department. The organization is tasked with transforming our digital acquisition capabilities and marketing approach to dramatically shift the quality and mix of digitally sourced accounts. The Digital Acquisitions team is responsible for driving digital acquisition in close partnership with the digital acquisition channel teams, Decision Management, Risk Management, and Product Management. The team is responsible for profitably acquiring new accounts, playing a key role in bringing new and refreshed products to market, partnering through-the-line campaigns, testing new channels and tactics, and driving marketing innovation with existing products and channels.

The Head of Digital Retail Acquisitions Marketing will primarily be responsible for developing the digital acquisition strategy for our Personal Banking Deposit products across the breadth of Citi’s digital sub-channels (Citi sites, Affiliate marketing, Paid Search, Display, etc). This includes leading the prioritization and execution of marketing programs to meet goals related to digital acquisitions. The marketer will be responsible for identifying new acquisition opportunities, assessing resource/execution needs, tracking performance and communicating results to senior leadership and cross-functional partners.

Beyond overseeing core marketing efforts currently underway, other responsibilities will include identifying and championing new acquisition offers to optimize the objective function, ensuring compelling new creative experiences/messaging are tested on a regular basis, leveraging key digital targeting techniques & associated best digital practices, supporting test/roll-out changes in new digital channels and distribution partnerships, all while overseeing flawless execution across channels.

**Key Responsibilities**
- Lead the development of digital acquisitions strategies across paid and owned channels.
- Drive digital acquisition growth by assessment of the competitive landscape, optimization of existing channel performance and identification of new product placement opportunities.
- Work with the product champions, product management teams, digital channel managers, and legal department for asset development designed for digital syndication and consumption.
- Partner with digital channel managers on reporting, tracking, and forecasting to help evaluate program performance across all online acquisition channels, aiding in the development of future strategies.
- Collaborate with business partners to identify efficiencies and improve effectiveness in our acquisition channels through innovations in strategy, targeting, delivery, process, and new capabilities.
- Maintain an extreme focus on detail while managing marketing campaigns across multiple online channels (both internal and external sites). Oversee flawless execution across all channels.

**Key Skills and Leadership Competencies**
- Competitive Drive - someone with a competitive nature that is motivated by exceeding plan targets and thrives on delivering results. A strong sense of accountability and decisiveness in a strong work ethic culture
- A Curios, Analytical Mindset - the ability to interpret complex analytics into highly effective decision making which drives competitive advantage.
- A Natural Influencer - someone with strong communication and presentation skills. Able to deliver compelling narratives in a highly matrixed, cross-functional environment.
- A Resilient Growth Mindset - the perseverance and resilience required to consistently perform in a competitive environment.
- An Outstanding facilitator - able to partner with business project leads and stakeholders to brainstorm, evaluate, select and implement solutions to project issues.
- An Excellent Collaborator - Promote a culture of teamwork across organizational boundaries; willing to break down functional silos to optimize business results and to facilitate the overall growth of the Citi franchise.

**Qualifications & Experience**
- 10+ years business experience, particularly in digital marketing.
- Bachelor’s degree required.
- Creative design and content development experience.
- Martech, adtech and project management workflow tool experience i.e. Adobe Analytics, AEM, Conf

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