The Personal Banking & Wealth Management (PBWM) organization delivers a wide array of banking, credit, payments, lending and investment services to individual consumers and small businesses. Our products and services cover a wide range of client banking needs including credit cards, banking, mortgages and investment advisory services.
To deliver on our brand promise, we operate as a truly client-centric organization, driving a high tech, high touch experience for the full Citi relationship, particularly in the U.S. To do so, we have aligned our structure with our strategy, to ensure we win in the U.S., our largest market, and drive greater client-centricity across product, segment and geography.
Marketing and Franchise Development (MFD) is a critical area of focus and growth for PBWM. The Media team within MFD is comprised of product and channel marketers who are responsible for driving growth while transforming our digital marketing capabilities to shift the quality and mix of digitally sourced accounts. This includes profitably acquiring new accounts, managing key acquisitions channels, bringing new and refreshed products to market, partnering on through-the-line campaigns, testing new tactics, and driving marketing innovation.
The SVP Head of Affiliate and Partnerships will lead a team of seasoned affiliate marketing professionals across all Consumer Lines of Business (e.g. Cards, Deposits, Mortgage) managing business strategy and execution, with an emphasis on managing the channel’s media, optimization, budgeting, testing and reporting processes, and driving profitability. The candidate will be responsible for identifying and supporting new marketing channel opportunities, process improvements, channel expansion, and QA. This role will work closely with the rest of the Digital Channels team, the broader Citi digital acquisitions team, data science, risk, fraud, legal, and compliance teams, as well as Citi’s affiliate agency and partners. Strong cross-functional capability a must.
This person will be responsible for oversight and management of the internal affiliate team and agency relationship, as well as integration with cross-channel initiatives and measurement. The marketer will be critical in the development and testing of marketing creative & placements, campaign & budget planning, spearheading control and quality assurance, and tracking performance. Maintaining strong relationships across multiple teams and partnerships and overseeing day-to-day management with a hyper-focus on details will be critical to success.
Beyond overseeing our marketing efforts, the SVP will also play a role in evolving new channel capabilities and/or business lines. This includes leading special projects and product launches, establishing audience and targeting strategies, and developing marketing analytics capabilities to ensure proper campaign optimization across profitability metrics (e.g. NPV, ROAS).
Responsibilities:
- Lead end-to-end affiliate business strategy and campaign management process across marketing campaigns from setup to deployment to reporting, with an extreme focus on detail and flawless execution
- Drive channel acquisitions growth through understanding the competitive landscape, optimizing existing channel performance, and identifying new messaging, targeting, or capability opportunities.
- Contribute to channel capability development efforts including personalized offers, enhanced targeting and segmentation, third party data integration, etc.
- Own test & learn roadmap for the Affiliate Channel, with a focus on partner and offer optimization.
- Support acquisition insights function, including reporting, tracking and forecasting to help evaluate program performance, and compiling / analyzing campaign results across funnel metrics and KPIs to identify opportunities for growth or improvement
- Manage team of 6+ direct reports and relationship our affiliate agency, and work with and internal/external partners to identify efficiencies and improve channel operating effectiveness
- Apply critical thinking skills to identify and size new acquisition opportunities, assess customer impacts, and make new recommendations to drive business growth.
Qualifications:
- 8-12 business experience in development of marketing, product or offer strategy, and/or actively managing channel(s) to target prospects. Affiliate marketing experience strongly preferred.
- Experience in developing and delivering on short and long-term business strategy
- Proven ability to directly build and manage a high-performing team to exceed goals
- Experience heading up key special projects, inclusive of new marketing channels, product launches, or innovative targeting
- Familiarity with reporting and analytics processes, reporting, P&L models, and fundamental analytic tactics to derive insights
- Strong communication, presentation and influencing skills
- Strong proficiency with Excel and PowerPoint with an aptitude to quickly learn new systems, platforms and software
- Financial services industry experience preferred
Leadership Competencies:
- Curious self-starter who is able to be partner-focused, generating ideas, while coordinating multiple projects with varying timelines simultaneously
- Ability to inspire and mentor a direct and extended team, be adaptable and establish priorities
- Demonstrated ability to manage multiple tasks/projects simultaneously and drive solutions to complex problems
- Outstanding facilitator, able to partner with business products leads and stakeholders to brainstorm, evaluate, select, and implement solutions on affiliate marketing needs
- Resourceful and pragmatic problem-solver, forward thinker with independence of thought
- Superior attention to detail, with a process-oriented mindset
- Excellent interpersonal, listening, relationship building and negotiations skills
- Comfortable operating in a highly matrixed, complex environment
- Strong sense of accountability and decisiveness in a strong work ethic culture
Education:
- Bachelor’s/University degree, Master’s degree preferred
This job description provides a high-level review of the types of work performed. Other job-related duties may be assigned as required.
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Job Family Group:
Marketing
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Job Family:
Advertising, Branding and Media
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Time Type:
Full time
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Primary Location:
New York New York United States
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Primary Location Salary Range:
$149,600.00 - $224,400.00
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Qualified applicants will receive consideration without regard to their race, color, religion, sex, sexual orientation, gender identity, national origin, disability, or status as a protected veteran.
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