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Regional Digital Acquisition Lead

Locations: 新加坡, Central Singapore Community Development Council Job Function: Marketing Employee Status: Regular Job ID: 20151688

Job Purpose:

This role will hold the digital sales volumes goals for various product lines including cards, loans, and bank, etc. and will be key in leading Citi in developing and implementing competitive and relevant digital sales strategies for the future. The person will partner with product owners between Cards, and Retail Banking etc.  to deliver the digital acquisition strategy, tactics, execution, and optimization of paid and owned campaigns across digital touch-points.
Deep expertise in direct-response and performance marketing, as well as strong paid media, and martech/adtech foundations will be critical to the success of this role.

Key Responsibilities:

  • Lead the digital acquisition sales strategy, and implement best-in-class practices across paid and owned channels
  • 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 across acquisition and cross-sell
  • Actively manage the funnel performance leveraging a data-first approach. Understand fall-out points throughout the conversion funnel and develop initiatives to increase yield and scale volume
  • Lead and execute the test and learn agenda across product, creative, media and digital customer experience for all screen sizes
  • Establish a framework for measurement for digital channel performance, including KPIs, benchmarks, and acceptable ROI
  • Identify and lead integration of new capabilities and technologies to improve digital targeting (DMP, DSP) and funnel performance (analytics)
  • Deliver key insights to business partners to continue to grow current and new portfolios
  • Lead a mobile-first approach, and design customer-centric digital sales experiences
  • Build a center of excellence and implementation for Asia and EMEA markets for continuous enhancements of the customer buying/application experience through personalization and optimization
  • Partner with data management platforms, information security teams and decision management teams across teams in Asia and EMEA
  • Partner with the marketing and product teams to engineer a communication framework relevant and impactful to the customer
  • Build relationships with, and leverage key media platforms across Asia and globally

Knowledge/Experience/Technical skills:

  • 10+ Years’ experience in Digital Marketing, Media and Sales
  • Digital sales/e-commerce experience is preferred
  • Expert knowledge in Digital paid media including PPC, Display, Affiliates and Social
  • Experience leveraging web traffic (Google Analytics, Adobe Site Catalyst, etc.) and personalization/testing platforms (Adobe Target) tools
  • Strong understanding of martech/adtech stacks tools and capabilities necessary to work with big data across the organization
  • 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
  • Asia market experience necessary
  • Strong relationship building skills & experience of working in a matrix organization will be considered an advantage
  • Passion for technology and numbers

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Grade :All Job Level - All Job FunctionsAll Job Level - All Job Functions - SG

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Minority/Female/Veteran/Individuals with Disabilities/Sexual Orientation/Gender Identity.

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