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The Digital Cross Sell Channel lead manages the Consumer Bank’s digital cross-sell strategy and execution across Citi’s online and mobile platforms. As the channel lead, this person will be expected to bring a fresh approach to how the Bank optimizes digital cross-sell performance holistically while driving more personalized marketing and engagement experiences. To do this, the candidate will work closely with analytics and marketing partners to ensure we are showing the right offers, at the right time to our customers. The role requires a general athlete with the ability to leverage data to inform approach and has a strong multi-disciplinary background inclusive of digital platforms and technology. Day-to-day scope includes driving overall channel optimization inclusive of resting principles, overseeing placement prioritization and optimization, driving a comprehensive test and learn strategy, and packaging reporting for analytics teams and marketing partners to inform campaign performance as well as future decisions. A working understanding of marketing decision engines, model-based decisioning, agile methodology and process improvement are also key attributes for the Channel’s evolution.
Marketing placement within the Digital and Mobile Channels are a highly valued and in demand commodity within the business. In addition to the skills outlined above, the Digital Channel Cross-Sell Lead must be a great relationship builder with strong diplomatic and communication skills. Partners include, but are not limited to marketing strategy, site strategy, business analytics teams, digital scrum teams, offer management /tech team and content management/creative teams. Frequently requires interaction with senior leadership on time-sensitive initiatives.
Lead the strategy to drive channel performance as measured by revenue, deepening engagement and additional relationships by delivering the right offers and communications to customers at the right time through personalized content and sophisticated targeting.
Prioritization of offers and placements using a combination of revenue and propensity-to-click models as well as strategic business rules, etc.
Direct management of team responsible for channel execution and campaign set-up in highly complex ecosystem.
Deliver a cohesive test and learn strategy in partnership with marketing and analytics partners to inform future innovation and marketing tactics
Provide marketing strategy teams consultative guidance on how best to engage with and optimize their specific programs in the channel
Highly effective communicator who can effectively interact at all levels of the organization.
Strategic, analytical and structured thinker and problem solver. Someone who understands and drives buy in around the big picture but can also manage tactical details.
Demonstrated ability to synthesize information, prioritize efforts, and drive results with a strong sense of urgency and decisiveness
Demonstrated experience leading teams – both directly and cross-functionally.
Strong collaboration and relationship building skills
10+ years of business experience
Bachelor’s degree required.
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