AVP Marketing Data Science

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We’re currently looking for a high caliber professional to join our team as AVP - Marketing Data Science – Hybrid (Internal Job Title:Dig Mkt Analytics Sr Analyst - C12 ) based in Mumbai, India.  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:

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The Media Sciences team leads the transformation of Citi’s media investment and measurement, while delivering positive return on marketing investment and future-proofing our business. The team works in close partnership with US and Global Digital Media, Analytics, Acquisitions, Advertising and Product Management teams.    

The AVP, Marketing Data Science is a highly experienced and senior role, and part of the larger media sciences team in the Client Org and report to the SVP Marketing Data Science. This role will primarily perform advanced analytics on data from the clean room, marketing data analytics, audience analytics, creative analysis, consumer journey, attribution and scenario planning. This pivotal role will be responsible for leading advanced analytics initiatives and developing sophisticated measurement models to optimize marketing spend and drive demonstrable business impact. The successful candidate will be a strategic thinker with deep expertise in data science, marketing analytics, and a proven track record of translating complex data into actionable insights for senior stakeholders.

In this role, you’re expected to:

• Hands on Implement on multiple analyses through the year on business problems across the client life cycle – acquisition, engagement, client experience and retention – for the business
• This will involve leveraging multiple analytical approaches, tools and techniques, working on multiple data sources (client profile & engagement data, transactions & revenue data, digital data, unstructured data like call reports, email etc.) to provide data driven insights to business and functional stakeholders
• Support the development and execution of Citi’s media measurement framework, including performance reporting, attribution strategy and incrementality testing and analyses
• Stakeholder management: Partner closely with internal stakeholders in media, adtech, product and across LOBs to help enable data driven decision making for media strategy and optimization and identify their measurement requirements.
• Operational Excellence: Manage the attribution measurement and reporting process for all lines of business, overseeing all aspects including report QA, insights generation and sharing up to senior stakeholders

• Presentation and Data Storytelling: Pull together insights from analysis, and be able to create presentations showing the measurement and presentation of business impact of analytical solutions

• Calibrate media performance from across multiple data sources and reports to provide a clear media performance narrative, translating data into clear and actionable insights for senior stakeholders
• Accountability: Own and support the development of measurement roadmap, media test and learn agenda, and advanced analytics studies for cross-channel measurement
• Vendor Management: Cultivate and lead strategic relationships with key measurement and media vendors, driving measurement priorities and roadmap, testing in pilots. Meet with vendors and develop a deep understanding of different methodologies to help evaluate and support the development of innovative and future proof measurement solutions.
• Thought Leadership: This role will serve as a subject matter expert in measurement – ability to speak to different measurement methodologies, measurement landscape and industry changes. Simplify complex measurement terminology into compelling narrative for senior stakeholders across the org.

As a successful candidate, you’d ideally have the following skills and exposure:

• 5-8 years’ experience within media measurement and analytics, preferably in financial services, client side, agency side or publisher side
• Hands on experience working with complex structured and unstructured marketing data Predictive modeling using Machine Learning, Deep Learning/ Neural Networks across multiple projects
• Strong understanding of core AI/ML concepts (e.g., RNN, LSTMs, LLMs, NLP) and ability to identify the optimal solution for any business case
• Experience working with Large Language Models
• Design, develop, and implement advanced statistical and machine learning models to analyze marketing effectiveness, customer behavior, and market trends.
• Build and maintain robust marketing mix models (MMM), attribution models, and other measurement frameworks to quantify the impact of marketing investments across various channels.
• Utilize predictive analytics to forecast marketing outcomes, identify optimal spending levels, and inform budget allocation decisions.
• Conduct in-depth analysis of customer segmentation, lifetime value (LTV), and churn prediction to personalize marketing efforts and improve customer retention.
• Highly analytical, with a proven ability to distill data and numbers into business outcomes, derive and communicate strategic insights and implications for senior leadership
• Outstanding data storytelling skills, communication, presentation, and negotiation skills, capable of influencing and engaging executive-level stakeholders across a matrixed organization.
• Should be able to independently own and project manage workstreams involving multiple stakeholders, show strong sense of accountability and decisiveness in strong work ethic
• Must be ready for hands on involvement in measurement to identify roadblocks and uncover solutions, operate with curiosity and is hypothesis driven
• Must be process oriented and organized, operate efficiently to deliver high-quality work in a fast paced and dynamic environment across different teams
• Excellent attention to detail, organization skills and strong presentation skills to senior level leadership stakeholders
• Exceptional strategic thinking, problem-solving, and decision-making capabilities, with a focus on long-term impact.
• Extensive experience working closely with legal, compliance, and procurement teams on technology contracting and approvals in a highly regulated environment.
• Tools and Platforms :
  • Proficient in Python / R, Hive / SQL
  • Experience on machine learning frameworks like TensorFlow, PyTorch etc.
  • Good to have: Experience on Gen AI platforms and tools

Education:

• Masters or Bachelor’s degree in Business Analytics, Finance, Statistics. Advanced degree preferred

Working at Citi is far more than just a job. A career with us means joining a family of more than 230,000 dedicated people from around the globe. At Citi, you’ll have the opportunity to grow your career, give back to your community and make a real impact.

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

https://jobs.citi.com/dei

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