Marketing Effectiveness, Vice President

Job Description

Citi’s Brand, Innovation, and Content team in Marketing & Content is seeking a dynamic and experienced professional to join as the VP of Marketing Effectiveness. This key role is pivotal in executing our marketing and business growth agenda by implementing robust measurement, data-driven insights, and supporting a culture of optimization across our marketing organization.

Reporting to the Head of Data and Effectiveness, you will serve as a key partner to our business marketing teams and shared capabilities functions (content, brand, and sponsorships). You will leverage your expertise in marketing science and analytics to execute and manage comprehensive measurement programs that assess the impact and ROI of our marketing investments—from large-scale brand campaigns and sponsorships to targeted content and digital programs.

The ideal candidate is an experienced marketing analytics professional with a proven track record of translating complex data into actionable strategies that fuel client and customer growth. This is a high-impact opportunity to shape the future of marketing effectiveness at a leading global financial institution.

Responsibilities:

• Lead the end-to-end execution, methodology design, and operational management of Citi's global brand lift program. Coordinate with external research vendors and internal stakeholders to set up studies, track brand equity metrics, and compile brand lift insights to help optimize large-scale campaigns.
• Contribute to the implementation and management of measurement frameworks for complex marketing initiatives, including content marketing, sponsorships, strategic partnerships, and experiential events.
• Design and run hands-on performance and ROI analyses for Content Marketing, Sponsorships, Experiential Events, and Brand marketing campaigns to quantify their business impact.
• Analyze web and social media campaigns, utilizing Adobe Analytics and Sprinklr to track, measure, and report on digital engagement, traffic, and conversion metrics.
• Support business marketing teams by providing analytical guidance on campaign design, learning agendas, and in-market optimization to maximize performance and ROI.
• Analyze complex datasets to help translate analytical findings into clear, compelling insights and tactical recommendations for marketing stakeholders and senior leadership.
• Contribute to and maintain unified marketing measurement standards, taxonomies, and KPI frameworks across diverse Lines of Business and shared capability teams (Content, Sponsorship, Brand).
• Oversee the design and maintenance of centralized executive dashboards (using tools like Tableau or Power BI) to provide a single source of truth for enterprise marketing performance.
• Assist shared capabilities teams in ensuring the seamless integration of data, tools, and platforms to support end-to-end measurement.
• Support a data-driven culture by educating the marketing organization on measurement best practices, analytical techniques, and the effective use of performance insights.
• Track industry trends and innovations in marketing science, measurement methodologies, and analytics technologies to support the continuous enhancement of Citi’s capabilities.
• 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.

Qualifications:

• 6-10 years in marketing analytics, marketing science, or a related data-driven marketing role.
• Hands-on experience with a broad range of marketing measurement techniques, including MMM, MTA, brand lift studies, and bespoke ROI analysis.
• Familiarity with modern marketing technology and data stack (e.g., data management platforms, analytics and visualization tools, Adobe Analytics, and Sprinklr).
• Experience in implementing measurement frameworks for diverse marketing activities, with specific experience in content, sponsorship, brand and experiential events measurement preferred.
• Strong analytical and quantitative skills with the ability to synthesize large, complex datasets into actionable business insights.
• Proven ability to collaborate effectively across a large, matrixed organization, working with marketing practitioners and senior stakeholders.
• Excellent communication and presentation skills, with a talent for storytelling with data.
• Experience in the financial services industry or another highly regulated sector is preferred.

Education:

• Bachelor’s/University degree, Master’s degree preferred

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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In addition to salary, Citi’s offerings may also include, for eligible employees, discretionary and formulaic incentive and retention awards. Citi offers competitive employee benefits, including: medical, dental & vision coverage; 401(k); life, accident, and disability insurance; and wellness programs. Citi also offers paid time off packages, including planned time off (vacation), unplanned time off (sick leave), and paid holidays. For additional information regarding Citi employee benefits, please visit citibenefits.com. Available offerings may vary by jurisdiction, job level, and date of hire.

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We use automated processing, including artificial intelligence, for our legitimate business interests (or our reasonable and appropriate business purposes) to identify and align the candidate's skills and abilities with a specific job opening. Additionally, if you so choose, or consent, we can match your skills and abilities to other suitable roles at Citi.

Importantly, all our hiring processes and decisions, including determining your suitability for a role, are conducted, checked, and decided by individuals. Our automated processing and AI do not involve relying on automatic or autonomous decision-making. Please refer to any Jurisdictional Considerations, with specific provisions for your country (where relevant) for further details.

Illinois residents – AI Notice and Right

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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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