Job Description
The Digital Marketing Sr Analyst is a seasoned professional role. Applies in-depth disciplinary knowledge, contributing to the development of new techniques and the improvement of processes and work-flow for the area or function. Integrates subject matter and industry expertise within a defined area. Requires in-depth understanding of how areas collectively integrate within the sub-function as well as coordinate and contribute to the objectives of the function and overall business. Evaluates moderately complex and variable issues with substantial potential impact, where development of an approach/taking of an action involves weighing various alternatives and balancing potentially conflicting situations using multiple sources of information. Requires good analytical skills in order to filter, prioritize and validate potentially complex and dynamic material from multiple sources. Excellent communication and diplomacy skills are required. Regularly assumes informal/formal leadership role within teams. Involved in coaching and training of new recruits Significant impact in terms of project size, geography, etc. by influencing decisions through advice, counsel and/or facilitating services to others in area of specialization. Work and performance of all teams in the area are directly affected by the performance of the individual.
Responsibilities:
- Position will manage special project requirements, marketing package development, waterfall evaluation and manage and implement line optimization strategies and calculations. The Digital Marketing Specialist will also provide insight-driven recommendations to enhance strategies and drive synergies across the organization, and will work with the Marketing Information Management team to evaluate and scope out desired marketing initiatives and determine testing and/or sizing of campaign initiatives. Position is responsible for working closely with Senior Management/Director/Supervisors on all group level recommendations.
- Manage multiple channels within one or more functional specialties.
- Educate marketing partners on new toolsets, and help develop and implement best-in-class customer centric campaign strategies.
- Provide insight driven recommendations to enhance strategies and drive synergies across the organization.
- Interact with cross-functional areas at the Functional Specialty level.
- Primary liaison with the Marketing Segment Managers, Decision Management, and Risk to develop sound Business Requirements and work through the business needs to ensure successful project completion.
- Oversee List Processing Vendor team to support successful campaign execution.
- Understand impact/implications of issues/events within the marketing segments and other areas within the Marketing Information Management Group.
- Work with considerable latitude for decision making in setting priorities under area of responsibility.
- Appropriately assess risk when business decisions are made, demonstrating particular consideration for the firm's reputation and safeguarding Citigroup, its clients and assets, by driving compliance with applicable laws, rules and regulations, adhering to Policy, applying sound ethical judgment regarding personal behavior, conduct and business practices, and escalating, managing and reporting control issues with transparency.
Qualifications:
- 5-8 years of experience in a digital or database marketing role, preferably in financial services; aptitude in displaying and communicating data analysis and results. Acumen working in a technical environment to solve business related problems.
- Experience analyzing marketing efforts.
- Experience with Direct marketing, Understanding of legal, regulatory environment and experience within a highly controlled environment preferred. Experience with consumer lending or 3rd party marketing preferred.
- Working knowledge of customer centric marketing techniques.
- Excellent working knowledge base in quantitative and analytical techniques including report analysis, association rules, decision trees, timeline and task plan analysis and visualization techniques.
- Experience driving sophisticated exploratory data analysis and provides results to Business Partners.
Education:
- Bachelors/University degree or equivalent experience
This job description provides a high-level review of the types of work performed. Other job-related duties may be assigned as required.
- Additional Job Description
Key Responsibilities:
- Drive Digital Acquisition of Credit Cards through Owned, partner and paid media channels including but not limited to Media and Digital partnerships, Aggregators, fintech partners and affiliate marketing channels.
- Proven expertise in SEO / SEM and other digital techniques to drive relevant traffic to the website. Drive additional growth through owned and referral channels.
- Demand generation: Conceptualize, create and execute strategic digital campaigns with appropriate channels to deliver on traffic and volume goals
- Work along with existing/new Card Acquisition Partners/Affiliates/Aggregators for deep integration projects using Citi API stack. Scale existing relations with Card Acquisition Partners/Affiliates/Aggregators by providing insights and recommendations
- Project management to conceptualize and drive new projects go-live to aid in digital Acquisition. Manage special project requirements, manage and implement line optimization strategies, provide insight driven recommendations and drive synergies across the organization
- Interact with cross functional teams to drive Projects for Cards Acquisitions
- Full funnel Analyses and optimization. Set up monitoring trackers and regularly evaluate the effectiveness of each campaign aiming optimization of inventories and improving ROI.
- Work along with Media Agency and scale Digital Campaigns on Paid Media across paid channels. Ensure data driven approach and use of data from Campaigns and Analytics tools to take decisions to reduce Cost of Acquisition
- Work closely with Sales/Tele / Risk / Operations teams for improvement on metrics across sales funnel and achieve monthly and yearly Card Acquisition Targets
- Oversee processes of Vendor teams to support successful campaign execution
- Work with various internal and external stakeholders to improve acquisition and reach (ORs, CTRs, Conversion)
- Handle third party vendors for various campaigns/ applications and manage POCs with monthly tracking, reviews and evaluation ensuring compliance to regulatory & Citi guidelines. Ensure compliance with the Third Party Management Policy and Standards
- Track and modify offers across channels with focus on A/B testing and test & learn activities
- Evaluate and onboard partners for acquisition with various costing models like CPA, CPM, CPL etc.
Other Requirements:
- 8-10 years of work experience with at least 5-6 years of relevant digital experience
- Broad understanding of technology pertaining to Digital Sales and Marketing
- Goal oriented and data driven approach
- Customer focused and Analytical bent of mind with a thorough eye for detail
- Stakeholder management and relationship management skills
- Certifications on Digital Marketing media will be an added advantage