• Competitive
  • Singapore
  • Permanent, Full time
  • Citibank NA
  • 20 Mar 18

GCG - Regional Digital Acquisition Insights Lead

GCG - Regional Digital Acquisition Insights Lead

  • Primary Location: Singapore,Singapore,Singapore
  • Education: Bachelor's Degree
  • Job Function: Marketing
  • Schedule: Full-time
  • Shift: Day Job
  • Employee Status: Regular
  • Travel Time: Yes, 25 % of the Time
  • Job ID: 17019354


Job Purpose:

Citibank APAC has an ambitious agenda to transform its business over the next three years and there will be an unrelenting focus to digitize every experience to give to our prospects and existing clients. One key focus area is a priority to accelerate the transformation of sales to new and existing customers from an offline model to a dominant digital model.

Our future success will be built on our ability to develop and implement best-in-class online acquisition journeys for 17 markets (APAC and EMEA) and scaling our testing and optimization capabilities in relevant markets.

The objective of this role is to develop and scale our creative testing and experience optimization capabilities, and is accountable for increasing lead conversion rates across our digital channels.

The successful candidate will have proven experience in optimizing web and mobile funnels leveraging clickstream data, and web logs, A/B and multivariate testing; developing and maintaining prioritised testing backlogs across multiple products and work streams; and deploying and continuously optimizing UX flows and will be familiar with web analytics and testing tools - preferably Adobe Analytics and Adobe Test and Target. They will ideally have experience optimizing eCommerce experiences and acquisition funnels.

Key Responsibilities:
  • Work with product and local market stakeholders (Cards, Retail Banking, Loans, Insurance and Mortgage) to develop web experience optimization strategies for 17 markets (APAC and EMEA), aligning on and achieving conversion rate targets
  • Evolve and develop Citi's creative insight and optimization roadmap for 17 markets (APAC and EMEA)
  • Develop and maintain the experience optimization roadmap and backlog for Cards and Retail Banking products across the Region
  • Identify best in class UX initiatives to drive leads through our mobile and web funnels to conversion - from landing page to application submission
  • Work closely with in-house analytics team to gain insights for making experience optimization decisions
  • Understand the drivers of the sales funnel from awareness to application
  • Work with Sales Heads to put together the best process and application experience
  • Develop a centre of excellence for experience optimization, educating stakeholders across 17 markets in UX best practice
  • Work closely with media and Martech SMEs in the Region to develop a best in class infrastructure to achieve optimal campaign performance, ultimately reducing the cost of acquiring new clients through our digital channels


The ideal candidate will meet the following requirements:
  • 8+ years of experience in Digital Marketing
  • UI/UX and web metrics experience is a distinct advantage (SiteCatalyst, Google Analytics)
  • Strong people and project management skills with the ability to multitask
  • Independent and self-motivated with a high level of initiative and energy
  • Demonstrated ability to deliver results that is timely, relevant and effective
  • Excellent communication skills and relationship building skills
Singapore Singapore Singapore SG