Customer Analytics Lead

Business Overview
Citi’s Asia Consumer Bank serves more than 120 cities in 17 markets across Asia and Europe. Citi offers a diversified range of products ranging from retail banking, wealth management, insurance, mortgage, Citi branded cards and loans to our 17 million clients. With more than a century of enviable brand and market leadership, we are competitively well-positioned to grow a high-quality customer base that benefits most from our capabilities.

Regional Overview
Citi's Asia Consumer bank is amid a significant transformation to leverage data, digital, and mobile technologies to drive a better, more cost-effective, customer experience. Reaching our desired end-state of a forward compatible, data-driven enterprise will require significant technology, process, organizational, and cultural change. This role will be a critical role to partner with each of our business areas to leverage data and analytics to uncover and drive value.

Job Overview
Reporting directly to the Head of Marketing Analytics - APAC & EMEA, this role will lead the end-to-end customer analytics function to uncover and create actionable customer insights to drive business strategies and create differentiated competitive business advantage. This role will work closely with Regional Digital Sales & Marketing team, Digital Customer Experience team and country teams across Asia and Europe to drive Customer Insights, Segmentation, Persona Development, Lifecyle Management, CLV (Customer Lifetime Value) Development across all product lines for the Consumer Bank: Retail Banking, Wealth Management, Deposit Products, Insurance, Mortgage, Credit Cards, Personal Lending and more.

Key Responsibilities of the Role

Develop customer analytics strategy and roadmap, collaborate with Digital Sales and Marketing team, Digital Client Experience team and country teams to meet annual business sales target and maximize ROI outcome
Develop customer analytics playbook & framework and standardise customer insights measurement and performance metrics, partner with country teams to drive high adoption through customer insights forums
Lead the team to perform deep dive analysis leveraging demographic and behavioural customer data to provide business guidance on how to enhance customer journeys, engagement, and cross-sell opportunities
Develop best practice segmentation strategies leveraging advanced analytics techniques
Develop, implement, and analyse hypothesis - driven business cases to identify hidden busines opportunities and quantify the size of prize
Establish customer lifecycle management framework - from marketing campaigns to onboarding experience, to cross-sell opportunities, to loyalty and advocacy, to service strategy focusing on providing the right products at the right life stage of customers based on their needs
Develop customer lifetime value methodology to provide holistic value proposition from each customer to guide business decision making, drive consistent measurement and adoption across regional office and country teams
Lead the development of ‘voice of customer’ dashboard to create 360 view of existing customer book
to provide actionable insights in alignment with business strategy
Partner with Data Platform team to create a single source of truth for customer data, ensure all business requirements are met in Customer DNA project
Project manage complex work streams and initiatives across marketing objectives
Prepare monthly executive management reporting and presentation to senior business leaders

**Qualifications**:
8-12 years of work experience with 3-5 years of relevant experience in the customer insights & analytics space.
Strong customer lifecycle management experience
Expertise in business intelligence, data manipulation using SAS/ SQL / Python
Worked with Tableau or equivalent visualization tool, obsess with using data to drive business decisions and passionate about building effective and engaging visualization.

**Bachelor degree or above in any of the following disciplines**: Computer Science, Data Science, Statistics, Economics or Business Administration
Digital analytics experience highly regarded (Adobe experience cloud, Salesforce Marketing Cloud or equivalent MarTech knowledge)
AI / Machine Learning, predictive modelling experience is highly regarded
Self-motivated and accountable - demonstrated ability to follow through to execution
Project management - ability to lead cross functional teams towards a common vision
Organized - can juggle multiple, potentially competing priorities with aplomb
Detail oriented - obsessed with quality
Superior communication - able to clearly articulate complex strategies/techniques and ideas, in both oral and written form, to senior management, with associated poise
Execution oriented - doesn’t remain in the theoretical; is able to make choices/decisions in the name of delivering rapid business impact
Collaborative - easy to work with, across all levels of the organization; builds