Citi Head of Marketing in Singapore, Singapore

  • Primary Location: Singapore,Singapore,Singapore

  • Education: Bachelor's Degree

  • Job Function: Marketing

  • Schedule: Full-time

  • Shift: Day Job

  • Employee Status: Regular

  • Travel Time: No

  • Job ID: 17074134


Job Purpose:

  • The Head of Marketing is responsible for driving a sustainable and profitable customer and profit growth by defining and implementing a differentiated brand and marketing strategy for the on-shore Consumer Banking Business

  • Provide the strategic direction on marketing based on customer insights & competition trends & business analytics, optimize the marketing budget to build strong brand/ product preference & awareness to drive customer acquisition and engagement, revenue and profit

  • Responsible for the overall Marketing budget allocation and effectiveness

  • Define & implement marketing campaign/ initiatives which are analytics driven, to deliver remarkable customer experience, which is defined as simple, value-added & fair, for both external & internal customers. Ensure that the bank can really deliver the remarkable experience as we have promised in our marketing communication

  • Responsible for overall digital acquisition for all products in Consumer Bank and focus on increasing the contribution in cost effective manner.

Key Responsibilities:

  • Establish brand leadership by defining and communicating the brand vision to shape the company culture and activities. Build the brand inside out and ensure that actual experience meets or exceed our external communication. Co-ordinate with Corporate Affairs and internal stakeholders on overall communication message in all channels (digital and non-digital)

  • Build a best-in-class/ cutting edge marketing team with an effective marketing organizational structure, which is responsible for developing and implementing analytics driven marketing innovation. Keep abreast of all the marketing innovation and develop a coaching program to mentor and develop forward compatible and committed in-house talents. Set clear goal and provide regular & constructive feedback

  • Accountable for building and managing a strong marketing eco-system with internal and external vendors. Strike a balance on having critical capabilities in-house while working closely with 3rd party vendors/ ad technology partners to optimize the result

  • Develop marketing strategy for all customer segments and product/ services in SG on-shore Consumer Bank to create and optimize the Long term value of the customers and business growth. Iterate the overall plan continuously with learnings and market movement

  • Work with internal & external partners (e.g. sales & Decision Management team) to establish approach to measure the effectiveness of marketing strategy and all marketing initiatives, in order to understand analytics and feedback on the ground to optimize ROI from creativity and maintain the leader position for Citi

  • Manage overall marketing Budget for the business and Ensure continuous optimization and effective use of marketing resources. Accountable to articulate test & learn result to all stakeholders

  • Continuously convert analytics to deliver steads of leads, conversion, digital acquisition and revenue

  • Partner with all product/ process/ channel teams to create promise for remarkable experience and achieve the financial target. Design & execute marketing campaign for product and experience launches.

  • Embed Citibank’s digital perceptual scale in the market place and drive top of mind awareness and preference for both our Retail Banking Brand and card Brand

  • Drive NPS across product/segment categories in partnership with business groups. The job is to sustain the rNPS leadership position

  • Ensure audit readiness, and adherence to compliance and regulatory standards from all marketing initiatives

  • Define and drive social media and content strategy across Citi digital platforms, social media and third party platforms to project Citi’s brand and value propositions appropriately into the market and to drive traffic and leads in support of product specific digital acquisition objectives


Incumbent Specification

Knowledge/Experience/Technical skills:

  • At least 15 years of experience in broad functional experience ideally in marketing, analytics, product management, sales, project management, eCommerce and financial services

  • In-depth digital marketing experience, including search, social and mobile advertising/ marketing

  • Experience working in digital payment, technology, marketing technology or Big Data company would be advantageous

  • Have a strong leadership skill to build and lead a world class team to attract, develop and retain strong marketing talents

  • Bachelor degree in Business Administration, Marketing, Economics, statistics, engineering and/or equivalent experience; MBA degree will be beneficial

  • Relevant local knowledge and experience in the financial industry with international assignment experience to work with global/ regional counter parts

  • Solid product development, P&L management and innovation experience including sales and marketing campaign management and product positioning

  • Strong financial and business analysis skills to evaluate market and financial modelling.

  • Strong written and verbal communication skill

  • Strong negotiation and presentation skills

  • Working knowledge of Microsoft Office

  • Proficient in English

Personal skills:

  • Passionate about continuous learning, keep abreast of industry development in digital marketing, ad technology and digital innovation.

  • Strong leader to groom and motivate a world class marketing team with ability to manage Low performers

  • Progress maker with a sense of urgency to win and set bench mark for the industry

  • Creative

  • Strategic and analytical skill with strong business acumen

  • Action and result-oriented with solid project management skill

  • Team player to collaborate with peer and cross-functional stakeholders

  • Customer centric innovator

  • Strong communicator and culture builder