Head of Strategy : Existing Customer Marketing

Head of Strategy : Existing Customer Marketing

Working at Citi is far more than just a job. A career with us means joining a team of more than 230,000 dedicated people from around the globe. At Citi, you'll have the opportunity to grow your career, give back to your community and make a real impact.

Job Overview

The US Marketing and Franchise Development (M&FD) 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 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

• Develop transformational strategies to consistently improve the ECM Marketing function, touching on best practices, competitive views and deep insight into customers
• 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 USPB Analytics on major analyses and opportunities
• Develop and drive initiatives that cross all areas of ECM Marketing and deliver transformation these will 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 that we are advancing key Transformation initiatives
• Monitor and track performance of ECM Marketing against commitments to each business (e.g. KPI's, key metrics) and provide clear reasons for results, as well as plans and roadmaps to mitigate any under-delivery

Qualifications