Job Purpose:
The Integrated Digital Marketing Portfolio Lead is a senior specialist digital-first marketer that will work on marketing strategy for Chinato grow acquisition from prospect, and revenue & engagement among existing clients across multiple business units.
You will help to drive the strategic roadmap for marketing to achieve acquisition targets for China, including building and executing the social and content strategy. This will encompass partnering with marketing and various product & business teams to build optimized and efficient marketing plans, as well as establishing measurement frameworks to evaluate incremental marketing investment. As part of the digital marketing team, you will be required to scale your broad-based regional campaigns to deep dive projects targeting country specific initiatives. This role will work very closely with the digital sales team to co-own volumes goals and will be key in leading Citi in developing and implementing competitive and relevant digital sales strategies for the future.The person will collaborate with business leaders, product owners, etc to deliver the digital acquisition strategy, tactics, execution, and optimization of paid and owned campaigns across digital touch-points.
Key Responsibilities:
- Lead the portfolio marketing strategy, and implement best-in-class practices across paid and owned channels
- Lead the development and execution of the social and content strategy in partnership with global
- Lead and execute the test and learn agenda across product, creative, media and digital customer experience for all screen sizes
- Ensure effective implementation of the acquisition strategy across markets and continually identify opportunities to define target audience, optimize CPA and maximize return
- Identify opportunities to test and learn marketing initiatives, including marketing innovation
- Build a marketing evaluation framework to help review ROI by channel and opportunities for incremental marketing investment
- Create scorecards to track performance, quickly identify/flag any shortfalls early and propose options to get back on track to achieving goals
- Conduct deep-dives into specific areas and marketing topics that may warrant further investigation and provide data-driven, analytically sound recommendations on way forward
- Share success and learnings across markets
- 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. Establish a framework for measurement for digital channel performance, including KPIs, benchmarks, and acceptable ROI
- Deliver key insights to business partners to continue to grow current and new portfolios
- Partner with data management platforms, information security teams and decision management teams across teams in Asia
- Partner with the product teams to engineer a communication framework relevant and impactful to the customer
- Build relationships with, and leverage key marketing, creative automation platforms across Asia and globally
Qualifications:
- 10+ Years' hands-on experience in Digital performance/growth Marketing (Media and Sales experience)
- Asia market experience necessary (in particular China)
- Financial services industry experience is preferred
- Expertise in building and running social and content initiatives and digital sales/e-commerce experience is preferred
- Experience leveraging web traffic and personalization/testing platforms tools
- Demonstrated ability to deliver results that is timely, relevant and effective, and strong people and project management skills
- Be comfortable with getting into and working on detailed plans to drive speed of execution while staying focused on quality and sustenance of output
- Exemplary leadership skills to be able to lead, influence and partner with teams across the organization to drive this new strategy and framework
- Strong relationship building skills & experience of working in a matrix organization will be considered an advantage
- 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.
- Consistently demonstrates clear and concise written and verbal communication skills
- Promotes a culture of teamwork across organizational boundaries.
- Demonstrated sense of accountability and decisiveness.
- Ability to interact with various levels within the organization, including Senior Management.
- Intellectually curious, proactively seeking and developing new opportunities
Education:
- Bachelor's/University degree, Master's degree preferred
*Candidates with less experience will be considered as Manager
This job description provides a high-level review of the types of work performed. Other job-related duties may be assigned as required.
Job Family Group:
Marketing
Job Family:
Digital & Social Media Marketing
Time Type:
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