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Business Overview Citi's Asia Consumer Bank serves more than 120 cities in 17 markets across Asia and Europe. Citi offers a diversified range of products ranging from retail banking, wealth management, insurance, mortgage, Citi branded cards and loans to our 17 million clients. With more than a century of enviable brand and market leadership, we are competitively well-positioned to grow a high quality customer base that benefits most from our capabilities. Regional Overview Citi's Asia Consumer bank is in the midst of a significant transformation to leverage data, digital, and mobile technologies to drive a better, more cost-effective, customer experience. Reaching our desired end-state of a forward compatible, data-driven enterprise will require significant technology, process, organizational, and cultural change. This role will be a critical role to partner with each of our business areas to leverage data and analytics to uncover and drive value in the areas of acquiring and engaging our customers through our digital products and marketing channels. Job Overview As Citi increasingly invests in its digital product and performance marketing capabilities, a data-driven understanding of how to optimize digital acquisition, digital marketing, and digital product sales/servicing is a critical enabler of success. Citi is seeking a business-savvy analytics professional to partner with key stakeholders to accelerate business results. Manage across a small regional team + analysts in multiple countries + larger team in center of excellence in India. Interface directly with the entire executive team to drive these critical areas. Key Focus areas: Marketing Analytics : Partner with Head of Sales & Marketing and Product Heads to accelerate both customer acquisition as well as existing customer engagement. Understand and improve performance of both paid and owned channels (e.g. push notification, SMS, email, aggregators, social media advertising, search engine keywords, display media). Design and improve attribution methodologies, media mix models, DMP usage for targeting and retargeting, marketing funnel analysis. Develop and leverage test vs control approaches, marketing channel personalization methods, data-driven landing page optimization, algorithmic customer contact strategies (CRM), and customer journey optimization. Digital product analytics : Partner with Head of Digital Product & Customer Experience (web sites, mobile apps, NPS) to maximize effectiveness (both acquisition and customer engagement) of key digital product touchpoints; measure and drive SEO effectiveness, behavioral data tracking and usage (clicks, searches, etc), site/app pathing analysis to identify opportunity for improvements; real-time dynamic personalization in the app or on-site, data-informed shaping of digital banking roadmaps; uncovering drivers of NPS scores partnering to drive change Other responsibilities: · Optimize the entire journey from acquisition to landing to conversion by understanding the interaction between marketing and digital product experiences · Develop a rigorous and standardized performance measurement approach, including test versus control setups to quantify incrementality · Perform adhoc analytics to understand marketing or product performance · Drive development of Tableau-based dashboards to communicate single source of truth and uncover opportunities to accelerate outcomes · Instill a disciplined business review process to move to a much more data-driven decision making cadence · Contribute to evaluation of external vendors to enhance digital marketing / digital analytics ecosystem · Partner with technology to scale/deploy solutions to operationalize findings, e.g. personalization approaches Knowledge/Experience/Technical skills: · Experience in working with or directing large volumes of consumer data in the area of customer analytics · Passionate about envisioning and executing against a superior segment-of-one customer experience · Experience with all performance marketing approaches across multiple dimensions: SEO, SEM, multi-channel attribution, test-vs-control setups, ROI analysis, media mix modelling, etc. · Experience with DMP usage and applications along with look-a-like modelling-based targeting for customer acquisition · Experience analyzing campaign measurement methods across all steps in the response funnel · Experience in customer journey analytics (e.g. clickstream data) throughout digital properties using both structured and unstructured data · Familiarity with Tableau, Adobe Analytics, Salesforce Marketing Cloud a plus · Experienced and knowledgeable about the Martech vendor landscape and can advise on build versus buy decisions · Understands technical platforms and is fully aware of how to create and drive scalable solutions · Ability to link analytical techniques and framework to business goals and/or customer experience · Uses Confluence, JIRA, and other agile team process tools to accelerate team outcomes · Must possess and demonstrate a "commercial mindset" Personal Skills: · Self-motivated & accountable - demonstrated ability to follow through to execution · Project Management Skills, ability to lead cross functional teams towards a common vision · Problem-solving - gains energy through solving challenges and problems; able to handle and attack ambiguity as needed · Organized - can juggle multiple, potentially competing priorities with aplomb · Detail oriented - obsessed about quality and delivering against high standards · Superior communication skills - able to clearly articulate complex strategies/techniques and ideas, in both oral and written form, to senior management, with associated poise · Execution oriented - doesn't remain in the theoretical; is able to make choices/decisions in the name of delivering rapid business impact · Collaborative - easy to work with, across all levels of the organization; builds effective working relationships · Bias for change - actively seeks out ways to improve processes, people, etc · Influence skills - able to influence outcomes without necessarily direct authority; experienced navigating large complex organizations to achieve results ------------------------------------------------- Grade :All Job Level - All Job FunctionsAll Job Level - All Job Functions - SG ------------------------------------------------------ Time Type : ------------------------------------------------------ Citi is an equal opportunity and affirmative action employer. Minority/Female/Veteran/Individuals with Disabilities/Sexual Orientation/Gender Identity. Citigroup Inc. and its subsidiaries ("Citi") invite all qualified interested applicants to apply for career opportunities. If you are a person with a disability and need a reasonable accommodation to use our search tools and/or apply for a career opportunity CLICK HERE . To view the "EEO is the Law" poster CLICK HERE . To view the EEO is the Law Supplement CLICK HERE . To view the EEO Policy Statement CLICK HERE . To view the Pay Transparency Posting CLICK HERE .