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Job Purpose: The role of ECM and Digital Capabilities Lead (C14), is a specialist digital-first marketer that will work on the marketing strategy by: driving lifecycle marketing, personalizing customer communications and positively guiding clients through different stages of their customer journey, growing digital sales revenue across multiple business units (Retail, Cards and Loans), deepening client engagement on Citi digital channels to build long-term loyalty among Citi client base and reduce churn, leveraging internal and external data to analyze activities and make recommendations to optimize marketing efforts. This individual will function as the COE lead and act as the subject matter expert on