Vice President, Digital Acquisition

Whether you’re at the start of your career or looking to discover your next adventure, your story begins here.  At Citi, you’ll have the opportunity to expand your skills and make a difference at one of the world’s most global banks.  We’re fully committed to supporting your growth and development from the start with extensive on-the-job training and exposure to senior leaders, as well as more traditional learning.  You’ll also have the chance to give back and make a positive impact where we live and work through volunteerism.

Shape your Career with Citi

Citi Global Wealth (CGW) brings together the full power of Citi to serve the entire continuum of wealth clients, from affluent to ultra-high net worth to family offices.  The strategies we create help our clients maintain liquidity while maximizing yields, transact in foreign currency and across borders, and manage fluctuating expenses or cash flow.  We are uniquely suited to helping our clients meet their banking needs across regions through our global network.

We’re currently looking for a high caliber professional to join our team as Vice President, Digital Acquisition - Hybrid (Internal Job Title: Vice President, Digital Acquisition C13) based in Hong Kong.  Being part of our team means that we’ll provide you with the resources to meet your unique needs, empower you to make healthy decision and manage your financial well-being to help plan for your future.  For instance:

• We believe all parents deserve time to adjust to parenthood and bond with the newest members of their families. That’s why in early 2020 we began rolling out our expanded Paid Parental Leave Policy to include Citi employees around the world.
• We empower our employees to manage their financial well-being and help them plan for the future.
• We have a variety of programs that help employees balance their work and life, including generous paid time off packages.

The Vice President, Digital Acquisition is a strategic professional who stays abreast of developments within own field and contributes to directional strategy by considering their application in own job and the business. Recognized technical authority for an area within the business. Requires basic commercial awareness. There are typically multiple people within the business that provide the same level of subject matter expertise. Developed communication and diplomacy skills are required in order to guide, influence and convince others, in particular colleagues in other areas and occasional external customers. Significant impact on the area through complex deliverables. Provides advice and counsel related to the technology or operations of the business. Work impacts an entire area, which eventually affects the overall performance and effectiveness of the sub-function/job family.

In this role, you’re expected to:

• Manage the full  digital acquisition journey of new customers through awareness, acquisition and activation
• Drive top of funnel traffic through acquisition programs with with partners, vendors and organic channels.
• Develop and implement these acquisition programs, working in conjunction with segment, product, marketing, digital product, finance and internal control stakeholders to deliver on acquisition objectives 
• Influence decisions regarding vendor/agency selection, development of creative assets, copywriting, channel testing strategy. Advise business teams on which products should be marketed / tested
• Source and manage exposure relationships with advertising partners, ad networks and publishers
• Benchmark our full conversion journey vs competitors. Identify areas to improve conversion yield through engagement strategies or process reengineering
• Develop data driven digital engagement and content strategy to effectively deliver Citi's franchise value to new and existing customers, based on different personas and needs
• Own all acquisition and activation touchpoints, including landing pages, application channels, mobile app and website modules
• Oversee quality assurance in ad copies, landing pages and sitelinks pre and post launch
• Document and manage quality assurance and record retention as per the process manual as required for business audit on a quarterly basis
• Manage regular reporting related to acquisition and sales 
• 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 a successful candidate, you’d ideally have the following skills and exposure:

• Bachelor’s/University degree, Master’s degree preferred
• 6-10 years of experience in a digital marketing or digital product role. Alternatively, similar experience with banking products and driving process change within those business units
• Experience with wealth, unsecured lending or banking products a plus
• Experience in identifying opportunities for process reengineering and implementing them in a banking environment is greatly valued
• Ability to story tell with numbers 

Take the next step in your career, apply for this role at Citi today

https://jobs.citi.com/dei

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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Citi is an equal opportunity employer, and qualified candidates will receive consideration without regard to their race, color, religion, sex, sexual orientation, gender identity, national origin, disability, status as a protected veteran, or any other characteristic protected by law.

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