Marketing Audience Data Management Leader - Senior Vice President

Marketing Audience Data Management Leader - Senior Vice President

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Job Overview

The Marketing Data Management Leader is accountable for management of complex / critical / large professional disciplinary areas. As a part of the US Personal Bank Marketing (USPB) organization, the SVP of Marketing Data Management oversees Production data management operations that fuel cross line of business offline and online Marketing campaigns.

This role leads an offshore / India team of resources, onshore FTEs and contractors consisting of project / process managers, business and systems analysts to source, ingest, stage and production enable Prospect and Customer data across various domains, including but not limited to, behavior, demographic and credit for Marketing purposes.

The ideal candidate is a self-motivated leader with extensive experience working with regulated data in the financial services industry, hands-on data warehousing, big data (i.e. Hadoop, Hive, etc.) and cloud experience (i.e. Snowflake, AWS, GCP, etc.), along with a superior ability to communicate and lead virtual teams across multiple time zones / geographies.

The main priority is continuous operational excellence for Marketing data, including overseeing the development and execution of robust controlled processes, application of lean agile principles while balancing innovation and forward-thinking ideas. More specifically, this role is responsible for (1) overseeing production data management function (process controls, KPIs, 3rd party contracts, internal & external audits, etc.), (2) help shape ongoing audience data strategy for digital and offline channels to unlock new use-cases and (3) closely partner with various internal and external groups to evolve based on organization's needs. This function requires both, a Strategy mind with ability to provide efficient, tactical oversight to the team.

Lastly, this leader will be expected to provide critical thought leadership in developing and ultimately implementing our capabilities roadmap, including how those capabilities influence the organization's go forward agenda. Beyond USPBM, this role partners with Analytics, Risk Management, Finance, Procurement, 3rd Party Management, internal Control groups and Legal / Compliance organizations to ensure efficient operations of the Audience Data Management function.

Responsibilities

• Manage, develop and grow a team of cross-functional analysts across multiple time zones / geographies
• Think strategically and collaborate with all internal and external partners
• Lead all aspects of the data management processes from initial planning to production operations for all 1P, 2P and 3P sources
• Manage Credit Bureau Delivery for Portfolio and Prospect populations
• Lead SFMC Data governance and team of Developers
• Develop, grow and manage strong, complex relationships with senior stakeholders
• Manage forecasting and budgets for production data execution and delivery
• Identify and drive cost reductions, service delivery improvements, and vendor initiatives
• Effectively communicate at all levels of the organization
• Facilitate meetings and problem-solving sessions with internal and external stakeholders to remove hurdles and drive organizational alignment around project scope and on-time delivery
• Make decisions that are both tactical and strategic in nature; provide solutions and innovation
• Strong understanding of direct marketing through legacy and digital distribution channels
• Knowledge of data management & analytics within large financial organizations
• Utilize comprehensive automation tools for processing efficiencies and analyze anomalies for statistical significance
• Ensure records / information management objectives are met; identify and resolve discrepancies in data and metadata
• Subject Matter Expert and key point of contact on all questions / issues related to systems and policies within functional scope
• Facilitate brainstorming sessions using Lean methods to determine pain points with the existing calibration process.
• Develop and deliver a suite of solutions, secure senior management buy-in, and roll out.
• Responsible for all metrics, governance and controls for the execution of the department. Owns the capacity planning and resource forecasting for marketing operations within their organization.
• Responsible to grow talent for the organization and develop career planning for all employees in the department.
• Appropriately assess risk when business decisions are made, demonstrating particular consideration for the firm's reputation and safeguarding Citigroup, its clients and assets, by driving compliance with applicable laws, rules and regulations, adhering to Policy, applying sound ethical judgment regarding personal behavior, conduct and business practices, and escalating, managing and reporting control issues with transparency, as well as effectively supervise the activity of others and create accountability with those who fail to maintain these standards.

Qualifications

Education

This job description provides a high-level review of the types of work performed. Other job-related duties may be assigned as required.

Key competencies include the ability to present technical / analytical information to non-technical audiences, work cross-functionally within an organization, work independently and manage projects from end-to-end, identify fresh approaches to marketing processes and technology, display and communicate data analysis and results within a CRM focused environment, and work in a technical environment to solve business related problems.