Marketing Strategy Program Lead Vice President
About The Position
The US Consumer Card Marketing organization drives the customer lifecycle across acquisition, engagement, and retention for proprietary, co-brand, private label, and personal loan products. Within it, the Customer Marketing team works to deepen customer relationships with Citi by increasing product usage, encouraging long-term loyalty, and communicating relevant benefits, features, and products. Citi is seeking a results-driven marketing program leader to own the go-to-market strategy, lifecycle marketing, and growth initiatives for the Citi Flex Loan product. The role develops and executes integrated marketing strategies to drive acquisition, engagement, and retention across digital and traditional channels. It is a high-visibility, cross-functional leadership position spanning product, analytics, digital, and brand, with a focus on measurable business outcomes. The role leads product marketing strategy and campaign execution, manages performance and marketing budgets, and coordinates with internal and external partners. It also develops lifecycle programs, integrates customer insights into marketing, and ensures campaigns comply with applicable regulatory requirements. The position requires careful risk assessment, ethical judgment, adherence to policy and law, and transparent escalation and reporting of control issues.
Requirements
- At least 6 years of marketing experience, including 3–5 years in consumer financial services, lending, or banking.
- Demonstrated experience leading product marketing or program management for financial products such as personal loans, credit cards, HELOC, BNPL, or similar.
- Proven track record developing and executing multi-channel integrated marketing campaigns with measurable results.
- Strong analytical skills and ability to interpret data, develop insights, and drive data-led decisions.
- Experience managing marketing budgets and demonstrating ROI.
- Excellent written and verbal communication skills, including ability to present to senior executives.
- Familiarity with financial services marketing regulatory and compliance requirements, including UDAAP, CAN-SPAM, and TCPA.
- Bachelor’s or university degree.
Nice To Haves
- Master’s degree preferred.
- Experience with digital marketing platforms such as Google Ads, Meta, programmatic, and CRM/email tools such as Salesforce Marketing Cloud or Adobe Campaign.
- Exposure to Agile or test-and-learn marketing methodologies.
- Knowledge of consumer lending products and the personal finance competitive landscape.
- Experience working in a matrixed, large-scale organization.
- Familiarity with customer data platforms (CDPs) and marketing analytics tools.
Responsibilities
- Develop and own the Flex Loan marketing strategy, including annual planning, campaign roadmaps, and go-to-market frameworks.
- Define target audience segments, value propositions, and competitive positioning for the Flex Loan product.
- Partner with Product Management, Risk, and Analytics to align marketing initiatives with product roadmap priorities and business objectives.
- Monitor the consumer lending competitive landscape and turn market intelligence into actionable marketing strategies.
- Lead end-to-end integrated marketing campaigns across paid media, digital, email, and in-app channels.
- Oversee creative development and messaging in partnership with internal creative teams and external agencies.
- Manage the customer conversion funnel from awareness and consideration through application, onboarding, and activation.
- Drive personalization and segmentation using data-driven insights to improve relevance and conversion.
- Manage campaign controls, audit requirements, and issue tracking and resolution.
- Define KPIs and success metrics, monitor and report performance, and optimize marketing initiatives.
- Partner with Analytics teams to use customer data, behavioral insights, and A/B testing to improve campaign effectiveness.
- Manage marketing budgets and track ROI and CPA metrics to allocate resources efficiently.
- Present performance results and strategic recommendations to senior leadership.
- Serve as the primary marketing liaison for Flex Loan and collaborate with Product, Analytics, Legal & Compliance, Risk, and Digital stakeholders.
- Coordinate with Compliance and Legal to ensure marketing materials meet regulatory requirements.
- Align Flex Loan marketing with the broader Customer Marketing teams and enterprise portfolio narrative.
- Develop lifecycle marketing programs to improve customer onboarding, engagement, utilization, and retention.
- Identify opportunities to cross-sell and upsell products within the broader Citi portfolio.
- Integrate customer feedback, NPS data, and market research into campaign strategies.
- Assess risk in business decisions, safeguard the firm's reputation and assets, drive compliance with applicable laws and policies, apply sound ethical judgment, and transparently escalate, manage, and report control issues.
Benefits
- Medical insurance
- Dental insurance
- Vision insurance
- 401(k)
- Life insurance
- Accident insurance
- Disability insurance
- Wellness programs
- Paid time off, including vacation and sick leave
- Paid holidays
- Discretionary and formulaic incentive and retention awards may be available to eligible employees
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What This Job Offers
Job Type
Full-time
Career Level
Senior
