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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.
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.
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…