Asia and UAE Client Marketing Head- Director

Job Description Summary

The Asia/UAE Marketing Head acts as the catalyst to drive a digital marketing mindset, prioritizing marketing programs that deliver business growth and deepen client engagement and build long term loyalty. The Asia/UAE Marketing Head partners with digital data management, Center of Excellence and marketing capabilities teams to deliver the best marketing experience across brand management, content, and product marketing . The Asia/UAE Marketing Head also builds synergies with tools and platforms like SEO, Martech, Adtech, owned/shared/earned media, creative, product, etc. to meet agreed-upon business KPIs, and is also responsible for harnessing the Citi brand and sub-brand platforms to drive greater velocity across business capabilities.

The Asia/UAE Marketing Head is a specialist digital-first marketer that will work on the marketing strategy to grow client engagement across multiple business units (Wealth Management, Banking, Cards and Loans) in Singapore, HK, and UAE.

Key Responsibilities:

• Lead development of Singapore, HK, and UAE consumer brand strategy, for both master-brand and strategic sub-brand and product, platforms that can be nuanced and adopted across key product segments
• Drive development of communication strategy, positioning and best-in-class creative
• Ensure effective communications framework set-up, including tone of voice, building to the various brand attributes, and establish Citi has a key brand in across Singapore, HK, and UAE
• Ensure strategic initiatives deliver against key market-specific business objectives for selected focus products/services, across all businesses
• Frame the brand strategy around, and build initiatives that address potential gaps observed in brand trackers and NPS surveys, specifically to ensure optimal brand/sub-brand awareness, along with bank and card preference
• Develop the best in class content and employee engagement platform for Citi
• Define target audience segments that maximize impact
• Identify opportunities to test, optimize and scale-up successful marketing initiatives
• Evaluate competition, the market, and program performance to size new program opportunities, assess customer impacts, and make recommendations to enhance current programs and improve results
• Lead and execute the Test and Learn agenda
• Establish a framework for measurement for digital channel performance, including KPIs, benchmarks, and acceptable ROIs
• Manage third party creative agencies to execute and deliver best in class marketing programs
• Keep abreast of new and emerging marketing resources and techniques that would be relevant for our business, vet them and test as appropriate
• Manage and maintain all aspects of the budget including invoice payment, accruals, forecasting, expense reconciliation and audit report
• Manage vendor relationships related to fulfilment and offer management for marketing programs
• Take the lead on all Social Media content for the entire firm, ensuring full tracking and accountability on the platforms
• Appropriately assess risk when business decisions are made, demonstrating particular consideration for the firm's reputation and safeguarding Citigroup, its clients and assets, by driving compliance with applicable laws, rules and regulations, adhering to Policy, applying sound ethical judgment regarding personal behavior, conduct and business practices, and escalating, managing and reporting control issues with transparency, as well as effectively supervise the activity of others and create accountability with those who fail to maintain these standards

Additional Job Description- Knowledge/Experience/Technical skills:

• 18-20+ years in Marketing or Agency, with deep experience in digital marketing
• Team player; ability to partner and negotiate with cross functional team to successfully deliver client needs. Track record of delivering meaningful marketing programs that drive business success
• Consistently demonstrates clear and concise written and verbal communication skills
• Promotes a culture of teamwork across organizational boundaries
• Demonstrated sense of accountability and decisiveness
• 12+ Years’ hands-on experience in Marketing and Brand
• Digital sales/e-commerce experience is required
• Experience leveraging web traffic (Google Analytics, Adobe Site Catalyst, etc.) and personalization/testing platforms (Adobe Target, Optimizely)
• Demonstrated ability to deliver results that is timely, relevant and effective, and strong people and project management skills
• Experience managing large and complex projects across multiple countries and time zones
• Be comfortable with getting into and working on detailed plans to drive speed of execution while staying focused on quality and sustenance of output
• Exemplary leadership skills to be able to lead, influence and partner with teams across the organization to drive this new strategy and framework
• Asia market experience necessary
• Strong relationship building skills & experience of working in a matrix organization will be considered an advantage
• Team player; ability to partner and negotiate with cross functional team to successfully deliver client needs. Track record of delivering meaningful marketing programs that drive business success
• Consistently demonstrates clear and concise written and verbal communication skills
• Promotes a culture of teamwork across organizational boundaries
• Demonstrated sense of accountability and decisiveness
• Ability to successfully interact with various levels within the organization, including Senior Management
• Intellectually curious, proactively seeking and developing new opportunities
• Passion for technology and numbers
• Curious about human psychology, behaviors and motivations

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Job Family Group:

Marketing

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Job Family:

Database Marketing & Analytics

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Time Type:

Full time

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