• Competitive
  • Singapore
  • Permanent, Full time
  • Citibank NA
  • 2018-05-27

GCG - Regional SME Digital Acquisition Retail and Cards

GCG - Regional SME Digital Acquisition Retail and Cards

  • 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: 17079823


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 clients from an offline model to a dominant digital model.

As a member of the Regional Digital Acquisition Marketing team, the candidate will have responsibility for the digital acquisition performance of the Retail Bank and Cards business across 17 markets (APAC and EMEA). Working closely with the Retail Product, Segment and Cards teams as well as our Regional SMEs to define digital acquisition strategy, performance media strategy, optimize campaigns and ensure the continuous evolution of digital marketing capabilities to meet our joint business goals - whilst ensuring Citi fundamentally shifts the way it markets to its customers - shifting from product focused messaging to a customer need based approach.

Working with multiple sets of stakeholders from our markets as well as our Agency and Technology partners to optimize the full funnel from impression to payback/ funded account or card activation

Train and nurture local digital counterparts to be the "Centre of Excellence" for the overall digital marketing community, providing best practice education and guidance with respect to digital marketing and provide subject matter expertise to enhance the cost efficiency of marketing campaigns across the Digital Sales Team.

Key Responsibilities:
  • Take ownership of digital acquisition performance for Retail Bank and Cards business across 17 markets (APAC and EMEA)
  • Lead our display, search, programmatic advertising and SEO capabilities
  • Work with local market stakeholders and our regional SMEs to assess and prioritize digital marketing capabilities across channels, tools and technology, data and insights, and knowledge
  • Analyze the performance of our websites in our priority markets using Adobe Site Catalyst and web log files, to track and optimize our conversion rates for Retail Banking and Cards products across the region
  • Define and implement a common MROI model across the Region to measure and optimize digital acquisition spend
  • Work with our Decision Management team to identify opportunities to improve the conversion of our target segments
  • Work closely with our Adobe Test and Target specialists to identify and prioritize tests across the region
  • Help shape and implement a differentiated approach to content marketing across owned/ earned channels and pivot Citi in the region from product centric to customer centric messaging and experiences


The ideal Candidate will meet the following requirements:
  • Paid Search Optimization Experience - Experience in Setting up & Optimizing Paid Search Accounts especially Google. Familiarity of Yandex, Baidu & Naver will be a plus point
  • Understanding of Programmatic Display - Thorough experience in Biddable Display/Video buying with a working knowledge of RTB based buying platforms & optimization tactics
  • Social Media Marketing Optimization Experience - Experience in Setting up, Optimizing & Consulting on Facebook, Instagram & LinkedIn marketing
  • Knowledge of Site Tagging, Tracking & Ad Serving - Working knowledge of how tracking works, ability to consult & work in tandem with Regional AdTech Lead & Regional Data Management team
  • DMP Usability Experience - Working knowledge of a DMP and how it works + technicalities of how to setup marketing programs with consolidated audience segments will be a bonus
  • Overall Media Consultant - Broad knowledge of the Digital Media Landscape & Ad Tech capabilities in Asia is a must for this role
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