Existing Client Marketing

**Job Purpose**:
The role of ECM and Digital Capabilities Lead (C14), is a specialist digital-first marketer that will work on the marketing strategy by:

- driving lifecycle marketing, personalizing customer communications and positively guiding clients through different stages of their customer journey,
- growing digital sales revenue across multiple business units (Retail, Cards and Loans),
- deepening client engagement on Citi digital channels to build long-term loyalty among Citi client base and reduce churn,
- leveraging internal and external data to analyze activities and make recommendations to optimize marketing efforts.

**Key Responsibilities**:
**Drive our Push & Pull strategy**
- To grow revenue and engagement among existing clients, across multiple business units (Retail, Cards and Loans)
- To deliver against forecast of select focus products/services across all businesses and identify sales optimization strategies
- This would include focusing on products/services, across all businesses (credit cards, loans and retail investments and insurance)
- Define target audience segments that maximize impact for upsell and x-sell opportunities
- Define and develop the communication strategy, positioning and best-in-class creative, identify opportunities to test, optimize and scale up successful marketing initiatives
- Enhance retention of newly acquired NTB and NTC customers with appropriate offers based on their segments, holding and propensity
- Embed digital and mobile as an enabler across our bank wide campaigns where possible to drive more organic traffic, buyers, engagers, and observers to our digital channels

**MBOL Post-login Content Management System**
- Manage bank wide mobile offers and campaign requests with the PMs and TCS
- Oversee the governance of the content management process
- Oversee the offer prioritization for all marketing and servicing banners
- Oversee front office communications and training of new MBOL widgets, functionality and enhancement implementations to drive adoption
- Recommend sales tactics, including A/B testing, flash sales to optimize sales opportunities based on data-backed analysis
- Oversee front office adoption of new MBOL MarTech tools and tactics, including adobe target, TJ banner enhancement
- Work with Data & Analytics to generate insights of the Mobile campaigns and shared on various push pull forums and our monthly push pull achievement bulletin

**Digital Banking Proposition & Engagement**
- To scale our digital banking (Citi mobile and online) proposition as a client engagement and sales engine for our cards and retail business in Singapore.
- This includes overseeing the digital banking ongoing “Banking That Moves With You” brand and content campaign to drive both preference, engagement and incremental uplifts in sales opportunities for Citi Singapore consumer market.
- To oversee and connect the dots on Citi's digital channels proposition and client engagement, new mobile servicing and functionality releases, bank-wide awards promotion, and client communications management.
- Partner with the client marketing, channel optimization and demand generation peers to ensure a connected, one-voice approach on our digital and mobile banking brand proposition and campaign strategy
- Partner DCM team to curate a roadmap of both functional, servicing and engagement releases, and align on priorities that will help achieve our digibank brand and client engagement objectives
- Define target audience segments that maximise impact of marketing activities, including servicing level engagement campaigns to ramp up 30/60/90 days mobile and digital users, buyers, engagers and observers, new mobile app downloads and returning users.
- Help manage brand preference for digital banking as best in class for both cards and retail customers

**Fraud and Crisis Communications**
- Lead the communications strategy for our monthly, always-on fraud educational initiatives
- Oversee the agile activation of client crisis communications as and when needed to protect our reputation and manage customers and public sentiment, especially on Citi’s social media pages.
- Partner with fraud, legal and compliance, corporate communications, Digital Channel Experience, and Data & Analytics teams to ensure seamless communications of fraud educational messages
- Project manage the bank-wide client communications refresh, managing across 10 business lines with a content, channel and customer journey review of over 750 variations of communications pieces
- Oversee monthly prioritizations and onboarding of marketing campaigns on our citi online, ATM, and media walls, working with the cards, loans and retail banking marketing managers and their product managers for timely activations

**MarTech, AdTech, Digital Capabilities Best-in-Class Adoption**
- To lead the training and adoption of new digital marketing technologies for the business
- To oversee Citi’s transition to Adobe Experience Man