1+ months

SVP of Digital Personalization

Queens, NY
  • Primary Location: United States,New York,Long Island City
  • Other Location: United States,Delaware,Wilmington
  • Education: Bachelor's Degree
  • Job Function: Marketing
  • Schedule: Full-time
  • Shift: Day Job
  • Employee Status: Regular
  • Travel Time: Yes, 10 % of the Time
  • Job ID: 18018369


For the past 200 years at Citi, we have a drive to help clients move from ambition to achievement. Our company has been one of the foundational components of todays modern financial infrastructurethis gives us a level of unmatched expertise in tackling the worlds most complex challenges and connecting across capabilities to enable lasting progress for our clients.

We attract and nurture local talent from all over the world, ensuring our people are both deeply attuned to regional needs but also bring a global mindset to help clients, communities and nations move forward. Our culture is fueled by men and women with the passion to push beyond borders and boundaries, and the wisdom and courage to do whats right.

The Customer & Digital Experience (CDE) Team is the foremost customer advocate within the Global Consumer Bank at Citi. We harness the full power of our people, data, and resources to maximize prospect & customer engagement in support of our strategic priorities. Our global team is responsible for driving all aspects of customer experience, targeting and engagement across the franchise. We take a disciplined, data-driven approach to enhancing the customer experience across the full lifecycle, with digital and mobile as priority channels for acquisition, servicing and engagement. We are focused on delivering sustained, long-term business benefit to the Global Consumer Bank by accelerating our progress towards being an industry-leading digital bank.

Position Overview:
The SVP of Digital Personalization will develop and lead the strategy for driving US Branded Cards digital engagement, customer satisfaction, and revenue by delivering the right offers and communications to our existing customers at the right time through more personalized content and smarter targeting using customer interactions across all Citis digital channels to better anticipate each customer's needs. The position also involves the performance management of a team responsible for digital channel operations, content management guidelines and personalization improvements, and digital marketing channel capability expansion through internal and external partnerships. This leadership position will also be the primary leader within the Global Customer Engagement organization to define and drive the US Branded Cards businesss omni-channel personalization strategy and capability expansion with the objectives of engaging customers in a personalized cross-channel dialogue; creating organic, timely and relevant communications; and maximizing customer lifetime value. In this capacity, the candidate will partner closely with and drive consensus among peers within the marketing technology, marketing program strategy, decision management, and technology functions.

Key Responsibilities:

  • Lead and improve the current digital channel scorecard and governance process to drive more informed business trade-off decisions involving our digital marketing placements.
  • Drive the strategic evolution of our digital marketing channel capabilities to include improved offer delivery (through more advanced machine learning capabilities and expansion of data assets) and more engaging, personalized, and relevant communications, both of which will be tracked through KPIs (e.g. click-through & conversion rates, NPS in our digital channels, and incremental revenue) to help our digital marketing channels to adjust our strategy and approach as appropriate as customer needs and the digital marketplace evolve.
  • Chart and drive the US Branded Cards business along the optimal path to maturing its digital marketing and personalization capabilities, including improved machine learning capabilities and more personalized messaging across multiple channels.¬†
  • Partner with Marketing Technology & IT organization on building out and driving our next generations architecture roadmap so that our businesss critical contact management and content optimization solutions are addressed.
  • Lead the team in continually optimizing performance of the Digital Personalization channel, ensuring the right balance of revenue generation and customer experience/satisfaction.
  • Constantly evaluate our digital channel marketing procedures and methods to ensure they are as effective and efficient as possible and (in partnership with our own internal business control teams) compliant with all relevant laws and regulations as well as Citis guidelines, obligations, and business principles.
  • Ensure a well-functioning channel control environment where any digital marketing channel issues are identified and resolved as quickly as possible.

About Citi

Citi, the leading global bank, has approximately 200 million customer accounts and does business in more than 160 countries and jurisdictions. Citi provides consumers, corporations, governments and institutions with a broad range of financial products and services, including consumer banking and credit, corporate and investment banking, securities brokerage, transaction services, and wealth management. Our core activities are safeguarding assets, lending money, making payments and accessing the capital markets on behalf of our clients.

Citis Mission and Value Proposition  explains what we do and Citi Leadership Standards explain how we do it. Our mission is to serve as a trusted partner to our clients by responsibly providing financial services that enable growth and economic progress. We strive to earn and maintain our clients and the publics trust by constantly adhering to the highest ethical standards and making a positive impact on the communities we serve. Our Leadership Standards is a common set of skills and expected behaviors that illustrate how our employees should work every day to be successful and strengthens our ability to execute against our strategic priorities.

Diversity is a key business imperative and a source of strength at Citi. We serve clients from every walk of life, every background and every origin. Our goal is to have our workforce reflect this same diversity at all levels. Citi has made it a priority to foster a culture where the best people want to work, where individuals are promoted based on merit, where we value and demand respect for others and where opportunities to develop are widely available to all.


  • Experience delivering personalized marketing.
  • Strong digital marketing acumen with a business manager mindset.
  • Experience leading teams and articulating a strong vision for the team.
  • Strategic thinker with the ability to problem solve and develop a range of solutions on multiple issues.
  • Exceptional communication, interpersonal, and influencing skills.
  • Excellent collaboration skills and ability to influence cross-functionally without direct authority.
  • Able to articulate a strong vision and gain buy-in across a wide range of stakeholders.
  • Long-term vision and leadership stamina to maintain course within a rapidly evolving business area.
  • Continuously following and anticipating the competitive landscape.
  • Promotes a culture of collaboration and teamwork across organizational boundaries; willing to break down functional silos to optimize business results and encourage the overall growth of the Global Consumer franchise.
  • Accomplished change leader; demonstrates a flexible approach and resilience to setbacks; able to drive operating and culture change.
  • Demonstrated ability to synthesize information, prioritize efforts, and drive results with a strong sense of urgency and decisiveness.
  • Degree required; advanced degree preferred.


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SVP of Digital Personalization

Queens, NY

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Queens, NY

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