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.

As a part of the US Personal Banking Marketing organization, the Digital Acquisitions Marketing Analyst role is primarily responsible for supporting Digital Acquisitions across all Citi managed digital sub-channels for the Cards, Retail Bank, and Mortgage lines of business including our homesite(s), Search (Paid and Organic), External Affiliates, and Display Media. More specifically, this role is primarily responsible for supporting the organization’s account forecasting, performance reporting, and budget management activities. In addition to this core function, the role also helps provide marketing strategy for both small- and large-scale initiatives, providing oversight and coordination of cross product / cross channel marketing.

These efforts require both a strategic lens as well as the ability to provide efficient, tactical oversight to the team, regularly involving a cross functional suite of organizations, both within the US Personal Banking Marketing (USPBM) organization as well as in the US Personal Banking Digital (USPBD) organization. Beyond USPBM and USPBD, this role has direct input into and partnership with Decision Management, Risk Management, Finance, and Legal/Compliance organizations in order to ensure efficient operation of the Digital Acquisition channel.

In addition to the operational oversight responsibilities, the candidate will also be asked to lead, coordinate, and deploy strategic initiatives that enhance marketing opportunities and capabilities across products and digital channels. In this role, the candidate will work with cross-functional teams to identify best in class digital experiences in the marketplace, assess our position relative to competitors and design and implement solutions to fill any gaps. This includes enhancements to digital assets and supporting the expansion of Citi’s acquisitions to new digital channels, among others.

Key Responsibilities

• Lead the development of digital acquisitions strategies across paid and owned channels.
• 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.
• Drive digital acquisition growth by assessment of the competitive landscape, optimization of existing channel performance and identification of opportunities to improve efficiencies.
• Apply critical thinking skills to identify and size new acquisition opportunities, assess customer impacts, and make new recommendations to drive business growth.
• Support digital channel forecasting and budgeting, providing inputs to daily, weekly, monthly, and annual digital acquisition processes and planning including weekly outlook, annual, and semi-annual budget/acquisition planning.
• Design, execute, and monitor critical channel forecasting and budget management processes and procedures.
• Coordinate the ideation, cross functional alignment, and implementation efforts (strategy setting, business targets, initiative prioritization, etc.) required to support the digital acquisition omni-channel ongoing operation.
• Partner with the cross functional teams, (i.e., Analytics, Product, Risk, BMO, BI, & Operations) in designing, developing, and implementing the critical capabilities needed to enable material, step function growth within Digital Acquisitions next year and beyond.
• Maintain an extreme focus on detail while coordinating the organization compliance with key regulatory controls. Audit key steps to ensure flawless execution.

Key Skills and Leadership Competencies

• A Detail Orientated Mindset – Has to pay very close attention to the intricacies and nuances of every campaign and project. All details must be accurate, consistent, as requested, and flawless.
• Excellent Project and Time Management Skills - Must be able to execute quickly while maintaining high quality work. Use project management skills to set personal milestones, work through a task list, track progress, and provide delivery dates to broader stakeholders.
• Resilient & Adaptable Growth Mindset - The perseverance and resilience required to perform in a competitive, ever-changing industry. Must be able to manage a fast-paced environment requiring changes and pivoting priorities.
• A Strong Communicator - Must be able to communicate clearly, provide accurate direction when needed, and work with various stakeholder groups to clarify requirements and deliver high quality work .
• Competitive Drive – Will possess a competitive nature that is motivated by exceeding plan targets and thrives on delivering results for the organization.
• A Curious, Analytical Mindset – The ability to interpret and synthesize 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 and cross-functional environment, without having direct authority.
• 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 collaboration and teamwork across organizational boundaries; willing to break down functional silos to optimize business results and to facilitate the overall growth of the Citi Bank and Mortgage franchise.
• Excellent interpersonal, listening, relationship building and negotiations skills.
• Demonstrated ability to manage and balance multiple tasks/projects simultaneously while demonstrating an ability to drive solutions to complex problems.
• Strategic, critical, franchise thinker.
• Comfortable operating in a highly matrixed, complex environment
• Demonstrated ability to synthesize, prioritize and drive results with a high sense of urgency. Candidate must be able to make fact-based recommendations to improve our overall strategies.
• Strong sense of accountability and decisiveness in a strong work ethic culture
• Self-motivator with a will to win and a desire to drive commercial intensity consistently

Qualifications & Experience

• 6+ years business experience, particularly in digital marketing.
• Bachelor’s degree required.
• MarTech, AdTech, project management workflow tool experience (i.e., Google Analytics, Adobe Analytics, Adobe Experience Manager, Adobe Target, Confluence, Jira, Oracle, etc.)
• High proficiency with Microsoft Excel required.
• Must be familiar with basic reporting and fundamental analytics tactics.
• Must be familiar with consumer credit card, retail banking and mortgage products.
• Knowledge of Power BI, Tableau, or other data visualization tools extremely beneficial.
• Experience in marketing project management beneficial.
• Financial Services industry experience preferred.

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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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