Job Description

The role of Marketing Head is a specialist digital-first marketeer who will work on the marketing strategy to acquire new customers for Wealth Management and Personal Banking including Credit Cards and to grow revenue and engagement among existing clients, across multiple business units in the UAE.

You will act as the catalyst to drive a performance marketing mind set, prioritizing marketing programs that deliver business growth and deepen client engagement and build long term loyalty. You will partner with Card/Wealth Products, Segments, DSM, CX, DnA teams to understand conversion funnel gaps and opportunities for selected focus products/services, tapping on tools and platforms like SEO, Martech, Adtech, paid/owned/shared/earned media, creative, product, etc. to meet agreed-upon business KPIs

Key Responsibilities:

Deliver against forecast for Citi product through marketing activities (revenue and engagement). This would include focusing on products/services, across all businesses (credit cards and loans)

Define target audience segments that maximize impact

Drive development of communication strategy, positioning and best-in-class creative

Identify opportunities to test, optimize and scale-up successful marketing initiatives

Evaluate competition, the market, and program performance to size new program opportunities, assess customer impacts, and make recommendations to enhance current programs and improve results

Deliver against sales targets, and grow sales volumes for varied lines of business that depend on digital, through different phases of the buying journey

Implement and measure campaigns to maximize channel performance

Lead and execute the test and learn agenda

Establish a framework for measurement for digital channel performance, including KPIs, benchmarks, and acceptable ROI 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

Manage and maintain all aspects of the budget including invoice payment, accruals, forecasting, expense reconciliation and audit report

Manage vendor relationships related to fulfilment and offer management for marketing programs

Take the lead on all Social Media content for the entire firm, ensuring full tracking and accountability on the platforms

Strategic and executional lead on end to end customer campaigns, while working cross-functionally with Creative agencies, Client Acquisitions and Client Engagement teams. Also expected to work with business partners to develop collateral that supports sales force needs and enable business growth.

Responsible for serving as the lead in digital media expansion and ensuring content strategy and execution.

Partners with Client Acquisitions, Client Experience, DnA and Channel teams to ensure alignment in messaging and delivery of marketing campaigns.

Create and manage annual marketing budget, based on strategic business priorities, subject to financial control processes.

Other areas of authority include managing detailed marketing processes and controls in addition to issuing and reinforcing branch guidelines. Also required to work with creative agencies and installation vendors to ensure best in class creative development and flawless execution.

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.

Knowledge/Experience/Technical and Behavioral skills:

10+ Years' hands-on experience in Digital performance/growth Marketing, Media and Sales, preferably in financial services

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

Digital sales/e-commerce experience is required

Experience leveraging web traffic (Google Analytics, Adobe Site Catalyst, etc.) and personalization/testing platforms (Adobe Target, Optimizely) tools

Demonstrated ability to deliver results that is timely, relevant and effective, and strong people and project management skills

Experience managing large and complex projects across multiple countries and time zones

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

UAE market experience is preferred

Strong relationship building skills & experience of working in a matrix organization will be considered an advantage

Ability to successfully interact with various levels within the organization, including Senior Management

Demonstrated process management disciplines - designing, refining, and managing execution processes.

Ability to manage multiple projects at once without any detriment to delivery or quality.

Exceptional client management, communication and interpersonal skills

Intellectually curious, proactively seeking and developing new opportunities

Strong sense of ownership and result orientation



Job Family Group: Marketing



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 .

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