Head of Strategy: Existing Customer Marketing

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

• Bachelor’s Degree in marketing, economics, finance, accounting, engineering, mathematics, statistics, business, computer science or related quantitative discipline and 10 plus years of progressive post-baccalaureate experience. Alternatively, Master’s degree in one of the above fields. 
• Experience should include
  •  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
  • 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

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Job Family Group:

Marketing

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Job Family:

Marketing Program Management

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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 Full Time Salary Range:

$163,600.00 - $245,400.00

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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Most Relevant Skills

Please see the requirements listed above.

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Other Relevant Skills

For complementary skills, please see above and/or contact the recruiter.

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Anticipated Posting Close Date:

Aug 27, 2025

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Citi is an equal opportunity employer, and qualified candidates will receive consideration without regard to their race, color, religion, sex, sexual orientation, gender identity, national origin, disability, status as a protected veteran, or any other characteristic protected by law.

 

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