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Our Citi Priority proposition is targeted at the emerging segment of Asia's Retail Bank for clients with US$25M - $200MM of Investment + Insurance + Deposit footings with us. The Asia Citi Priority Head of Engagement and Digital is responsible for delivering a differentiated offer to our emerging affluent clients across 12 markets and deliver P&L of over USD 1 Bn Revenues. Key focus is to drive customer growth, increase product penetration, improve segment profitability while ensuring optimal operating efficiency by engaging with our customers in a meaningful way and with a clear digital mandate. Focus also includes best in class value proposition encompassing remarkable customer experiences, a highly targeted customer segmentation strategy, and robust customer engagement model to achieve rNPS30+.
Roles and Responsibilities:
Responsible for the overall strategy with a particular focus on how we enhance our self-service solutions on mobile and how we enhance and deliver our customer engagement framework
P&L ownership of the Citi Priority segment; responsible for growing the business franchise
Develop a remarkable end-to-end client experience with strategy to drive customer satisfaction and improve NPS Score
Devise, implement and manage regional strategies with a particular focus on digital and engagement to deepen customer portfolio and deliver profitable revenue growth, working with country teams, and key regional parties such as S&D, Digital, Finance, BP&A, products, regulatory functions and O&T
Work closely with internal key stakeholders and external partners to enhance existing engagement programs and channels and develop new ones to drive NTBs and engage in a meaningful way with our existing customer base
Contribute to brand, sales, marketing and product strategy formulation
Establish and maintain regional management oversight and forecast of key segment drivers and metrics
Establish and maintain an engagement framework including relevant cadence, touch points and tracking
Develop, monitor and communicate MIS to drive focus and line of sight on key drivers
Review competition offering in order to ensure value added features and 'best-in-class' client experience
Ensure overall risk control with full adherence to all laws and regulations and Citigroup policies and procedures
This position requires understanding of retail deposits, unsecured and secured product. Hands on experience in managing and growing product penetration and AUM in a retail wealth management business is a must as well.
Expert in analysis of key drivers behind segment profitability, AUM/transaction volume growth and business efficiency taking into consideration market competition and in-country product management structure.
The individual is able to provide regional guidance and support needs across each local market. Critical for him/her to build strong relationships with senior country business executives, country product managers and regional stakeholders across S&D, Digital, Marketing, Customer Experience, Legal, Compliance, in order to effectively implement segment initiatives and strategies to achieve revenue targets.
Other requirements include:
Bachelor's degree in Economics/Finance
Strong strategic, analytical and product management skills
Minimum 10 years of experience with segment clients
Attention to detail with excellent command of excel and power point, using data analytics to articulate business performance to senior management with ease
Excellent working knowledge of financial markets including investments and FX, insurance, mortgage and margin lending
Strong stakeholder management skills (e.g., communication, influence and negotiation)
Strong people leadership skills
Strong interpersonal skills, situational awareness and emotional intelligence