VP of Strategic Initiatives - Existing Customer Marketing

The US Personal Banking and Wealth Management Marketing organization drives all aspects of the customer lifecycle, from Acquisition to Engagement to Retention, across all major Business Units in Citi’s Personal Bank – Branded Cards and Lending, Retail Bank and Mortgage and Wealth. The Existing Customer Marketing (ECM) team within this organization is a critical driver of Marketing, with a vision to deepen and expand the relationships our customers have with Citi – increasing their usage of our products and services, promoting behaviors that create long-term loyalty, and thoughtfully communicating new benefits, features and products that can strengthen our relationship. The VP of Strategic Initiatives for Existing Customer Marketing is responsible for leading key strategic initiatives across both the Retail Bank and Branded Cards organization, taking into account competitive views and deep analysis of performance and results across all channels and the needs of each business. In addition, this role will champion critical initiatives that deliver on that strategy and that are designed to transform ECM Marketing. Responsibilities Lead transformational strategies to consistently improve the ECM Marketing function, touching on best practices, competitive views and deep insight into customers. Shape analysis of markets, competitors and customers using internal and external resources for strategies to identify areas of opportunity throughout the organization. Drive initiatives that cross all areas of ECM Marketing and deliver transformation – these will include supporting the multi-year plan for “real-time” marketing, working to help design and execute Digital Marketing strategies across the Bank and leading journey mapping for different customer segments. Pinpoint key trends or conclusions from data and translate to actionable insights. Partner closely with product and functional teams to define strategic approach, shape solutions, and develop and coordinate an implementation plan of proposed solutions. Build senior leadership presentations, telling a cohesive story of the problem, analysis, insights, solutions and execution plan.