Digital Strategy Lead Analyst, VP

About Citi

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 today’s modern financial infrastructure—this gives us a level of unmatched expertise in tackling the world’s 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 what’s right.

Digital Audience Intelligence – Digital Strategy Lead Analyst

Digital Acquisition is a critical area of focus and growth for the Acquisitions and Digital Sales Transformation department. The organization is tasked with transforming our digital acquisition capabilities and marketing approach to dramatically shift the quality and mix of digitally sourced accounts. This team, the Digital Audience Intelligence Team, is responsible for digital acquisition and audience insights in close partnership with Media, Media Sciences, Decision Management, Risk Management, and Product Management. The team is responsible for profitably acquiring new accounts, playing a key role in bringing new and refreshed AdTech products to market, partnering through-the-line campaigns, testing new channels and tactics, and driving marketing innovation with existing products and channels.

Citi is seeking a Digital Strategy Lead with an analytic, consultative, and procedural mindset to execute the transformation efforts spearheaded by the Digital Audience Intelligence Team. This person will operationalize new AdTech capabilities, i.e., new identity-based measurement solutions (MMM, MTA, journey mapping, etc.) via clean rooms and collaborate with stakeholders across various teams to not only maximize performance, but also ensure wide adoption and usage of these tools with each team. These solutions will leverage 1st, 2nd, and 3rd party data sets to enhance, augment, suppress, and measure audience activities across all paid channels, and will further support Citi’s ongoing test and learn strategies.

This individual will also support the team’s strategic efforts to maintain audience addressability and measurability as we venture further into a cookieless reality; and will require a keen focus on developing a framework of consistency and governance for site-tagging and audience taxonomy best practices across media channels, adservers, measurement solutions, and clean room environments. This is a vital piece to ensuring all paid media (i.e., display, paid search, affiliates, etc.) efforts closely follow Citi’s compliance and brand safety requirements, while also continuing to deliver strong financial results.

A key aspect of this role is the direct collaboration with a variety of internal constituents including media, analytics, risk management, legal/compliance, and other internal groups to ensure all team processes, workflows, and frameworks are strictly adhered to. Lastly, this position will be responsible for contributing to paid media capabilities R&D and supporting the roadmap for implementation in a strategic way. You will contribute to the capability’s utilization through the delivery of a sound operationalization strategy and pilot execution plan.

You can expect:

• To play a key role in defining the future of digital audience strategy within Citi’s paid media digital campaigns for the North America Consumer.
• Drive and operationalize new capabilities, audience measurement, and testing to more efficiently deliver new customers as part of Citi’s consumer-centric marketing strategy.
• A cross-discipline environment where you will interact with subject matter experts across analytics, modeling, creative ops, and technical teams.
• To be challenged with finding innovative ways to connect and track data to a consumer’s full digital path of engagement and to sell-through your ideas in a highly matrixed environment.

As a member of the team, you will:

• Provide strategic thought leadership to support the Digital Audience Intelligence Team’s mission of delivering efficient acquisitions and account growth.
• Optimize mission-critical transformation efforts, namely Identity-based attribution and clean room utilization.
• Leverage insights reports to implement and creatively uncover test and learn opportunities to find new audiences for acquisition.
• Support operationalization of workflows within net-new mission-critical platforms, including clean rooms, DSPs, measurement solutions, etc. 
• Manage and/or monitor various AdTech ETL-related activities, including site tagging, ingestion of media performance and delivery data for identity-based measurement, fostering 1st, 2nd, and/or 3rd party data connections via clean rooms, etc. 
• Foster relationships among internal and external teams to better understand business needs and provide strategic thought partnership to cross functional groups.
• Facilitate tagging QA process for accuracy and completeness within ad servers, clean rooms, and 3rd party data partners to ensure accurate measurement.
• Ensure ad server, LiveRamp, DSPs, data partners, clean rooms, measurement solutions, and all other AdTech partners (flash talking, IAS, etc.) cohesively work together. 
• Apply expert-level experience working in audience management platforms.
• Manage audience segmentation and syndication across paid media channels.
• Monitor and report on digital customer experience issues that impact marketing and create action plan in partnership with Journey Owners to resolve. Proactive in identifying customer experience pain points and opportunities.
• Create and maintain project status updates with internal and external stakeholders; ensure project completeness and pacing. Communicate updates cross-team weekly.
• Adhere to strict compliance and regulatory controls; maintain accurate and complete documentation and maker/checker.
• 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. 
• Be a key digital consultant and advisor to the North American Marketing community.

This describes you:

• You’re passionate about how, when, and why a consumer engages within a digital medium and how this engagement is related to exposure/interaction in other forms of media.
• You wear many hats, but you wear a customer hat first, marketer hat second.
• You must have a working knowledge of clean rooms (i.e. Safe Haven, Habu, Ads Data Hub, Amazon Marketing Cloud, etc.).
• You have a positive approach to challenges and view them as opportunities, not obstacles.
• You are smart, energetic, organized and experienced ad operations professional, possessing excellent problem-solving skills.
• You constantly want to look under the hood and don’t mind getting your hands dirty.
• You enjoy building a business plan and championing the adoption.
• You are detail oriented and have the ability to multitask in a fast paced and challenging work environment.
• You enjoy being strategic, a good problem-solver and enjoy getting hands-on to execute campaigns.
• You can utilize quantitative and qualitative thinking to manage campaign success.
• You are comfortable working in a team environment supporting multiple stakeholders.
• You have a passion for online advertising.
• You enjoy data and insights and have a passion for continuously testing and learning.
• You have a clinical attention to detail.

 Qualifications:

• 6-10 years of experience in an advertising operations role – either at an agency or advertiser/client
• 3-5 years of experience in a senior lead role managing audiences and media measurement. Clean room and MMM/MTA experience preferred.
• Expertly manage internal and third-party stakeholder relationships
• Strong demonstration of development and communication of senior management level presentations
• Desire to work in a fast-paced, task-focused, team environment involving technical and non-technical individuals is essential.
• Strong initiative and self-starting approach, and ability to operate effectively in an organizational climate of frequent change.
• Excellent written and oral communication skills
• Knowledge and hands-on experience with Digital AdTech stack (DSP, Adservers, Data providers, CDPs, Measurement Solutions, etc.)
• Highly capable in driving change and innovation to deliver growth.

Education:

• Bachelor’s/University degree, Master’s degree preferred

This job description provides a high-level review of the types of work performed. Other job-related duties may be assigned as required.

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In addition to salary, Citi’s offerings may also include, for eligible employees, discretionary and formulaic incentive and retention awards. Citi offers competitive employee benefits, including: medical, dental & vision coverage; 401(k); life, accident, and disability insurance; and wellness programs. Citi also offers paid time off packages, including planned time off (vacation), unplanned time off (sick leave), and paid holidays. For additional information regarding Citi employee benefits, please visit citibenefits.com. Available offerings may vary by jurisdiction, job level, and date of hire.

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