AVP, Digital Marketing, MarTech, AdTech Specialist

Singapore, Singapore
Jul 03, 2022
Jul 16, 2022
Industry Sector
Finance - General
Employment Type
Full Time
Key Responsibilities:
  • Oversee the Citibank Singapore Online website (CBOL) migration to drupal and SEO implementation and tagging, working with regional team to ensure pages are tagged and linkbacks are in place.
  • Lead the charge in the CBOL home page revamp, implementation, and migration, including integration of the new Citi Content Hub into the CBOL home page partnering with the Content & Social Media Strategy Manager.
  • Work with regional DSM team on the technical and user implementation of MarTech and AdTech tools, including tagging and logic integration with our existing MarTech stack
  • Oversee governance and best practice uses in regard to MarTech and AdTech tools usage for paid and organic media campaign optimization, including developing playbooks, processes and providing training to front office and the rest of marketing team, in partnership with Digital Sales Lead - e.g. appsflyer, adobe DMP, target
  • Provide counsel on paid media planning, targeting and optimization for rest of marketing team members, including fronting the conversations with our media agencies and internal Citi DSM teams plus outsourced agencies to connect the dots on Adobe Custom Audience List building, tagging, FaceBook Custom Audience List building and rehashing, where needed.
  • Oversee the cookie-less preparation work needed to manage the creation and implementation of pixels in SG Facebook business manager, ensure all tagging is in place and data flowing into Adobe Suite with the help of our media agencies and regional DSM.
  • Oversee the building of our Customer Data Platform via Adobe Suite and Adobe Audience Management segmentation and audience lists.
  • Oversee the platform access and setup for Sprinklr to support paid and organic media campaigns, targeting and publishing.
  • Partner with the client marketing, channel optimization and demand generation peers to ensure a connected, one-voice approach in our digital and mobile banking proposition and media campaign strategy
  • Ensure that our SEO and SEM is best in class to help drive organic and paid leads for new to bank and existing to bank.
  • Define target audience segments in Adobe that maximise impact of marketing activities to ramp up buyers, engagers and observers and returning customers.
  • Identify opportunities to test, optimise and scale up successful marketing initiatives.
  • Work with Regional Marketing counterparts to ensure alignment on priorities and market execution of regionally steered initiatives and best practice.
  • Share success and learnings across teams and markets when required.
  • Manage third party creative, media and social media agencies to execute and deliver best in class marketing programs.
  • Keep abreast of new and emerging marketing resources and techniques that would be relevant for our business, vet them and test as appropriate.
  • 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, as well as effectively supervise the activity of others and create accountability with those who fail to maintain these standards.
  • Lead by influencing stakeholders to seamlessly deliver of the above initiatives, hold partners accountable to achieve business outcomes and continually celebrate successes across the team.

Knowledge/Experience/Technical skills:
  • Min 10-14 years in Digital Marketing or Digital Agency, with deep experience in digital marketing, Martech, AdTech, web content management platforms, media planning and buying strategies.
  • Team player; ability to partner and negotiate with cross functional team to successfully deliver client needs. Track record of delivering meaningful marketing programs that drive business success.
  • Comfortable with financial and budget management
  • Proficient in media targeting and measurement, and content publishing platforms, MarTech, AdTech and data analytics tools, including Drupal, Sprinklr, Facebook, Instagram, tableau, adobe suite like target, DMP, Analytics and familiar with SEO, SEM, CRM, MS Office.
  • Prior experience influencing stakeholders of various seniorities and background without direct team management responsibilities is important, as is the ability to motivate and rally a team around a common vision.
  • Consistently demonstrates clear and concise written and verbal communication skills.
  • Partner with product, data & analytics and new digital sales lead to prioritise products and campaigns focus relative to revenue incremental opportunity.
  • Promotes a culture of teamwork across organizational boundaries and willingness to mentor and coach more junior members of the team.
  • Demonstrated sense of accountability and decisiveness.
  • Ability to successfully interact with various levels within the organization, including Senior Management.
  • Intellectually curious, proactively seeking and developing new opportunities.

Personal Skills:
  • Passion for data-driven and measurable marketing outcomes, technology and numbers.
  • Curious about human psychology, behaviours and motivations.
  • Strong analytic, interpersonal and communications skills.
  • Ability to lead cross-functional teams in a matrix environment

Job Family Group:

Job Family:
Marketing Generalist

Time Type:
Full time

Citi is an equal opportunity and affirmative action employer.

Qualified applicants will receive consideration without regard to their race, color, religion, sex, sexual orientation, gender identity, national origin, disability, or status as a protected veteran.

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 review Accessibility at Citi .

View the " EEO is the Law " poster. View the EEO is the Law Supplement .

View the EEO Policy Statement .

View the Pay Transparency Posting

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