• Competitive
  • Singapore
  • Permanent, Full time
  • Citibank NA
  • 2018-06-24

GCG - Regional Social Marketing Lead

GCG - Regional Social Marketing Lead

  • Primary Location: Singapore,Singapore,Singapore
  • Education: Master's Degree
  • Job Function: Product Management
  • Schedule: Full-time
  • Shift: Day Job
  • Employee Status: Regular
  • Travel Time: Yes, 25 % of the Time
  • Job ID: 18033398


  • The person will have the responsibility to drive the social media strategy and digital partnerships at regional level, aligning with the Regional Marketing strategy.
  • The individual will be responsible in working on implementation of the social media platform strategy, business use cases and lead the social implementation of the Marketing activities and campaigns across markets working closely with large social platforms such as Facebook, Linkedin etc.
  • he role holder also defines, develops, and executes strategies and tactics to extend Citi's digital presence beyond advertising that reaches and engages target audiences in unique, competitively differentiating ways to elevate our brand, drive consideration and intent, and drive digital engagement and enrollment of Citi's off us banking integrations and commerce.
  • The role also involves extending digital partnerships to drive acquisition, usage, considerations & positive sentiment for the brand.


Key Responsibilities:
Social & Digital Partnership Development & Execution:
  • Work in close partnership with regional marketing as well as other business teams if necessary to drive our social media strategy across the region.
  • Evaluate & execute digital partnerships with key platforms for different integration opportunities.
  • Work closely with the markets to standardize measurement, social publishing, listening, care and community management across markets.
  • Drive the adoption for Sprinklr across markets for publishing, listening and care
  • Drive enrollments strategy for Citi chat bot integration including communications, media and creatives
  • Work with countries to help set up the overall country execution plans including budgets and agency partner management and deliver the minimum scale required to create meaningful impact in the market. Track and monitor results and share with the regional marketing / product teams.
  • Defines, develop, and execute strategies and tactics to bring Citi's products and services to life for our target audiences in unique, differentiating ways to elevate our brand, drive consideration and intent, and bridge transactions and commerce.
  • Define a common measurement framework and oversee dashboard/scorecard reporting at the country, region, LOB, campaign and/or global level; and lead the development of social media assets to support regional and/or global product campaigns and launches.
  • Drive the media opportunities for cross sell, upsell using advanced targeting techniques and media across social media platforms.

Technical Skills:

  • Proven experience in managing social media strategy and management across key social platforms
  • Strong understanding of social media landscape in the region
  • Experience working with third party agencies, vendors, partners and network development teams.
  • Entrepreneurial and energetic - engaged in new trends and ideas, keeps abreast of digital innovations; ability to multi-task in a fast-paced environment and bring clarity and structure to ambiguous situations.
  • Strong leadership and interpersonal skills.
  • Good communication skills with different levels in the organization.
  • Good team player
  • Strong influence management - ability to inspire, motivate and work with cross-functional teams; able to win support of peers, seniors for projects.
Singapore Singapore Singapore SG