The Customer Franchise Team is a world-class marketing, design, analytics, and digital organization with a client-centric approach that supports our marketing and digital efforts globally. Our team aims to drive revenue growth and improve our client experience by redefining the way we interact with our clients, helping our company thrive in a client-centric, digital world. The regional Asia Customer Franchise Management team works in conjunction with the global team by devising strategies and providing thought leadership in order to drive and optimize business across all 16 markets in Asia and EMEA.
The Regional Marketing Team aims to build an iconic brand and deliver strong business results by providing thought leadership, championing the consumer voice and designing remarkable brand experiences with radical consistency across products, touch-points and markets.
The position is responsible for all branding and marketing activities for products from Prestige to Rewards Cards. He/she works to enhance the overarching Citi brand and products, advocate for the consumer, whilst driving business results through highly effective integrated marketing campaigns that can range from global re-carding, cards partnerships and rewards campaigns to driving engagement and usage across strategic growth initiatives which are built on strong customer insights.
Regional Marketing Strategy & Vision for Cards
Drives alignment around the common vision and strategy for the cards products and services for the franchise; works closely with regional cards product, portfolio, rewards and partnership teams in creating marketing campaigns to drive business results for these products
Create unified marketing interventions to garner a greater share of wallet leading to higher revenue and client/product profitability
Champions the consumer voice and builds brand presence to help deliver business results and regional brand health & preference targets
Leverages regional research initiatives on the Brand Track, Customer Panels and Net Promoter Score surveys to effectively leverage insights for campaign communication creation for the design of marketing campaigns
Brand Marketing & Campaign Management
Leads strategic digital marketing initiatives to establish and strengthen Citi's position across the cards products and its loyalty and rewards programs
Strengthen value propositions, drive brand and digital perceptual scale by leveraging on customer journey insights and data insights to help drive business and marketing objectives.
An end to end marketer, with excellent knowledge of marketing strategy, with a strong emphasis on data driven digital marketing
Deep knowledge of latest developments in creative formats & messaging that will drive optimal preference & performance marketing outcomes.
Works closely with the regional acquisition, social & content teams to develop the social media strategy
Manage regional campaigns implementation by leading, influencing, inspiring, and motivating cross-functional teams at all levels in the organization.
Audit readiness, and adherence to compliance and regulatory standards Ensures that there are no adverse audit comments by requiring gold MCA Requirements:
Bachelor's degree in Business Administration, Marketing and/or equivalent experience; MBA degree is a plus
10+ years' experience in Marketing in Agency, Tech, service, or Card industries. A mix of industry experience is preferred.
Education - Batchelor's degree in Business, Economics, Marketing or equivalent. MBA is a plus
Experience - 10+ Years' experience in Digital Marketing, Brand management and/or product management
Technical skills - Experience working with SEO, analytics, social media management/ listening, and A/B testing tools is an advantage. Digital marketing experience necessary.
Agile delivery - Deep knowledge of agile working practices, including sprint planning, testing and optimization
Analysis and Decision Making - Identify and understand issues, problems and opportunities and develop appropriate solutions. Proven ability to prioritize opportunities based on business outcome
Build Effective Working Relationships - Develop and use collaborative relationships to facilitate the accomplishment of business goals
Business Focus - Demonstrate understanding of the business and its customers
Communicates Effectively - Communicate clearly and concisely, with impact and credibility using appropriate language, style and terminology. Proven ability to facilitate working sessions with stakeholders
Leads Change and Innovation - Identify organisational requirements for future success and engage in those activities that facilitate the required degree of innovation and change. Act as a champion and role model for innovation and change
Market, Sales and Customer Focus - Create and seize opportunities that provide superior returns for shareholders and make customers and their needs a primary focus. Work to reinforce a market, sales and customer focus
Operational Execution - Accountable for digital performance and act with a sense of urgency to address issues and take advantage of opportunities. Immediate access to key financial and operational data
The ideal candidate will be passionate, self-motivated and a natural leader at bringing teams together for the common purpose of driving best in class brand experiences:
Strong people and project management skills
Independent with initiative and energy
Excellent communication and change management skills
Demonstrated experience in, and passion for digital innovation
Adapts to change in a fast-paced environment
Hand on and results driven
Strong communication and interpersonal skills; excellent written/verbal communication; and presentation skills