Existing Customer Marketing: Head Of Customer Management, Director

Existing Customer Marketing: Head Of Customer Management, Director

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 U.S. Marketing and Franchise Development (M&FD) 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 customer relationships

The ECM team is looking for a Head of Customer Management to help drive the development and execution of strategic initiatives to engage new customers and retain existing customers, taking a customer lens / using customer data to recommend paths forward. This role will work closely with Analytics, Product, Risk and Digital to understand the customer lifecycle for new and disengaging customers, and create smart, differentiated strategies in Digital, creative, offer constructs and Marketing campaigns to create and retain Primary relationships. This role also serves as the Champion for Branded Cards Marketing in ECM, providing a holistic customer lens to strategies across the range of ECM programs and business needs.

Responsibilities

• Develop and refine the strategic vision and roadmap for new customer engagement and retention, aligned with overall business objectives and marketing goals
• Design and implement personalized customer onboarding journeys to guide new customers to increasingly deepen their relationships. Initiatives will span all aspects of the customer relationship including spend, deposits, line, digital engagement and will be delivered in owned Marketing channels (e.g. Digital, Email) via campaigns, triggers and specialized messaging.
• Develop strategies to retain at-risk customers, working with Analytics and Customer Experience teams to identify signs of disengagement, treatments to address and win-back customers, and personalized triggered journeys to address a range of reasons for disengagement.
• Provide holistic view to Branded Cards in ECM Marketing across all initiatives and customers; manage and drive the Plan process for Cards and senior executive presentations to provide a cohesive view of the Cards business
• 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.
• Establish and leverage performance metrics, KPIs, and benchmarks to measure the effectiveness of marketing initiatives and operational performance and drive continuous improvement efforts.
• Monitor and analyze key operational metrics, identify areas for optimization and efficiency gains, and implement improvements to enhance campaign effectiveness and ROI.
• Collaborate with creative teams, agencies, and internal stakeholders to develop compelling marketing collateral and digital experiences that resonate with target audiences and drive engagement.
• Lead efforts to segment the existing customer base based on demographic, behavioral, and transactional data to identify high-value segments and personalize marketing strategies.
• Develop targeted marketing campaigns and communication strategies tailored to the needs, preferences, and behaviors of different customer segments.
• Collaborate with cross-functional teams to align strategies and priorities, including product development, digital platforms, analytics, and customer experience.
• 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.
• 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

• 15+ years of experience, including 8-10+ years' managerial experience
• Strong background in business and marketing strategy, having developed strategies "from the ground up" using frameworks, data and competitive and customer insights
• Demonstrated expertise in developing and implementing planning processes; able to scope, template and "processize" for large and complex organization and drive to simple and clear output.
• Strong analytical skills with the ability to leverage data and insights to drive strategic decision-making and optimize marketing performance.
• High degree of comfort with financial and quantitative analysis, scenario development, and key P&L drivers; ability to scope and direct quantitative analysis for both direct and indirect reports.
• Strong experience in scoping and creating KPI's and metrics and developing metrics dashboards.
• Structured approach to problem solving including root cause analyses and hypothesis development.
• Significant experience in developing executive level presentations to highlight Marketing strategies and deliverables; able to structure and execute presentations with limited direction.
• Experience managing across a large organization and interfacing with partners in Business Units, Analytics, and across the rest of USPB Marketing.
• Deep familiarity with financial services industry and competitor products/services.
• Demonstrated clear and concise written and verbal communication.
• Ability to inspire confidence with strong executive presence and the ability to motivate both direct and indirect team to deliver high quality work and adhere to processes.

Education

• Bachelor's/University degree, Master's degree preferred
• Preferred fields: economics, finance, accounting, engineering, mathematics, statistics, business, computer science or related quantitative discipline.