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GCG – Regional Head of Content Marketing | Citibank NA

  • Full Time
  • Singapore
  • Applications have closed

Website Citibank

Marketing jobs opportunities in Asia


  • Citibank APAC has an ambitious agenda to transform its business over the next three years and there will be an unrelenting focus to digitize every experience to give to our prospects and existing clients. One key focus area is to accelerate the transformation of sales to new and existing customers from an offline model to a dominant digital model
  • Our future success will be built on our ability to engage our potential and existing clients with relevant content which helps them identify their needs, demystifies often complex products and removes any pain points or barriers to intent and purchase. Deliver the right content and experiences in the right place and at the right time – enabling Citi to reach more targeted and qualified consumers, while attributing real metrics and proving business value
  • The role will help us develop our future state operating model for content – including identify the target audience; defining the territory; developing content calendars; and defining specific metrics per channel for our Cards, Retail Banking, Loans, Mortgages and Insurance products across 17 markets (APAC and EMEA)
  • The successful candidate will have deep understanding of the digital marketing and content landscape across APAC (including North Asia) and EMEA, knowledge and hands on experience with social listening and content publishing tools. They will also have proven experience in developing regional content strategies across markets with multi language requirements; defining the appropriate measurement and optimization processes to be able to improve engagement and measure ROI for content

Key Responsibilities:

  • Work with product and local market stakeholders (Cards, Retail Banking, Loans, Insurance and Mortgage) to develop content and content marketing strategies and roadmaps for 17 markets (APAC and EMEA)
  • Work collaboratively with our Global teams to drive cost efficiencies through global contracts and content partnerships
  • Working with colleagues in Decision Management to identify the target audience for our products; what their needs are; what they search for; where and when they engage; how they consume information and the language they use
  • Define Citi’s territory in each market; what we stand for and our reason for publishing
  • Work with our product and market teams to define the content calendar and cadence of publishing per channel
  • Work with senior regional leadership to agree on the specific metrics for each channel
  • Ensure that we develop a scalable operating model that delivers viable ROI across the region
  • Identify, scope and deploy the requisite tools; governance models; translation and local language content creation processes; measurement, reporting and optimization processes, across the region (tools include: CMS, MAM/DAM, SEO, analytics, social media management/ listening, and A/B testing)
  • Identify and integrate content partners that provide relevant experiences for our target clients
  • Exemplary leadership skills to be able to lead, influence and partner with teams across the organization to drive this new strategy and framework
  • Be comfortable with getting into and working on details, drive speed of execution while staying focused on quality and sustenance of output
  • Educating senior stakeholders on the business value of Content Marketing


The ideal candidate for this role should be passionate, motivated and a natural leader at bringing teams together for this common purpose

  • 10+ Years’ experience in Digital Marketing, Content Marketing, Media or Journalism
  • 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

Required Skill-sets:

  • Technical skills – Experience working with CMS, MAM/DAM, SEO, analytics, social media management/ listening, and A/B testing tools is an advantage. Digital sales/e-commerce experience is preferred
  • Agile delivery – Deep knowledge of agile working practices, including sprint planning, testing and optimization
  • Web analytics – A good understanding of web analytics including the ability to use data to drive insights for content 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


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