Marketing and Branding Manager, Citi Global Wealth

Global wealth continues to grow world-wide at an unprecedented pace. Citi's global footprint and ability to service clients holistically position us to become an industry leader in wealth. The recent formation of Citi Global Wealth (CGW) as Division of Citi, with over 8,000 employees, has drawn together insights, experience, and assets from across the Global Consumer Bank, the Private Bank, and the broader Institutional Clients Group. Citi Global Wealth is a Division of Citi focused on serving the needs of clients across the entire wealth spectrum. It generates over $6.6 Billion of Revenue across its global footprint in Asia, EMEA, Mexico, and North America. CGW propositions are delivered via tailored offerings across Citigold, Citigold Private Client, and Citi Private Bank brands.

In Asia Citi Global Wealth, combines the Citi Private Bank and the Consumer Bank organization, including the International Personal Bank, into a single platform to serve our clients.

Job Purpose:

This role of Marketing and Branding Manager is a specialist digital-first marketer that will work on marketing strategy implementation and execution to grow revenue among wealth client segments across the SG, HK, IPB.

It will require expertise who understand the brand via a client-centre approach, experience in launching large scale marketing campaigns and leverage big data to drive business opportunity and brand preference. Experience with executing full funnel campaigns with a single customer view will be important, as it will require addressing the customer wealth life cycle and how we drive growth with wealth customer segments.

Responsibilities:

• Drive development of communication strategy, positioning and best-in-class creative.
• Ensure effective implementation of the strategy across markets and continually identify opportunities to better understand target audience, optimize CPA and maximize return
• Performance tracking, quickly identify/flag any shortfalls early, and propose options to course-correct
• Brand driver, work together with global and local team to uplift our brand through brand research, insight and analysis.
• Leverage consumer insights and brand drivers to inform creative development and on-going optimization
• Identify opportunities to test, optimize and scale up successful marketing initiatives.
• Partner with stakeholders across diverse functions and geographies (global, region, country), managing varied priorities and viewpoints into a cohesive plan
• Manage third party creative and 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.

Qualifications:

• 10+ years in Marketing or Agency, with deep experience in digital marketing.
• 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.
• Strong in articulating customer insights and implementing full funnel digital marketing from planning to execution
• Experience in driving the brand from brand world implementation, brand tracker, customer insight research and analysis
• Strong analytical analytical, project and process management skills. Familiarity with martech/adtech stack tools and capabilities necessary to work with big data across the organisation preferred
• Driving excellent marketing campaign via client centric approach and to digital transformation to deliver business KPIs is highly desirable
• Strong network and with experience to manage 3rd party agencies and vendors to implement marketing initiatives
• Working on expense control and management to drive cost efficiency
• Risk and control management to deliver a clean bank
• Expense control and manage budget to drive cost efficiency
• Understand bank's risk control and governance procedure to deliver a clean bank
• Track record of delivering meaningful marketing programs that drive business success
• Strong customer centric mindset to drive relevant insights to differentiate from competitors
• Good analytic skills. Sensitive in number to drive cost and revenue efficiency across the company
• Fast pacing and willing to go extra miles to deliver marketing excellence, ability to work under pressure and tight timeline
• Intellectually curious, proactively seeking and developing new opportunities
• Ability to lead cross-functional teams and successfully interact with various levels within the organization, including Senior Management
• Consistently demonstrates clear and concise written and verbal communication skills

Education:

• Bachelor's/University degree, Master's degree preferred

This job description provides a high-level review of the types of work performed. Other job-related duties may be assigned as required.
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Job Family Group:
Marketing
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Job Family:
Marketing Generalist
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Time Type:
Full time
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