Specialized Analytics Sr. Lead, SVP - Citi Commerce Audience Analytics and Targeting

Citi is evolving its current commerce offerings and branching into new avenues of growth by offering merchants access to high value cardmembers across Citi’s digital properties and partner placements. By combining Citi’s scale, trusted customer relationships, and real purchase insights, the business delivers advertising that is relevant to customers and drives measurable, incremental impact for advertisers. We are seeking an experienced and highly skilled C14 Senior Analytics Lead to drive Audience Analytics & Targeting for the strategic Citi commerce function. This role will be critical in developing high quality targeted audiences to improve relevance and effectiveness of ads and offers in our Citi commerce business. This role will leverage data-driven insights to optimize targeting and personalization, enhance customer engagement, and identify new growth opportunities. The successful candidate will be responsible for leading a team or function focused on in-depth analysis of 1st, 2nd and 3rd party data and underlying customer behaviors as well as advertiser preferences to develop audiences. This position requires a deep understanding of the commerce media business, digital ecosystem, strong analytical capabilities, and the ability to translate complex data into actionable business strategies.
Responsibilities:

• Strategic Analytics Leadership: help drive business outcomes through advanced analytics, including but not limited to:
  • Drives analytics roadmap for audience development and targeting to improve ad and offer relevance for core use cases such as category, conquesting, loyalty, and lifecycle audiences
  • Analyze audience strategy for advertiser relevance to enhance our ability to pitch to various advertisers and meet their targeting needs
  • Generate insights on audience composition, behavior, and performance to inform go-to-market strategy
  • Help identify new audience offering and custom audience opportunities based on Citi data assets and campaign learnings
  • Provide strategic leadership to grow the Citi Commerce business through new analytical capabilities and advertisers
  • Develop targeting solutions and AI/ML models to drive customer engagement
  • Build and integrate Gen AI capabilities to accelerate audience development and insights generation
  • Partner with Finance and Product teams to forecast business growth and revenue on a granular basis and track actuals versus forecast
  • Work in a high performing team and develop team members to drive successful outcomes
• Cross-Functional Collaboration: Partner closely with Product Development, Sales, Ad Ops, Analytics Measurement, Marketing, and Technology teams to integrate analytical insights into product design, marketing campaigns, and business development initiatives.
• Risk and Controls Governance: 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 well as effectively

Qualifications:

• Minimum Experience: 10+ years of progressive experience in data analytics, business intelligence, or quantitative analysis within the financial services, digital media, marketing or retail industry.
• Commerce Media Domain Expertise: Deep understanding of the commerce or retail media landscape, including audience capabilities, revenue streams, data strategy and commercialization strategy.
• Digital Media and Marketing Expertise: Deep understanding of digital media and marketing ecosystem, including various marketing channels, media buy models, audience activation platforms (e.g., CDPs, clean room, DSP integrations). Knowledge of key digital marketing KPIs (ROAS, Impressions, CTR, CPA etc.)
• Advanced Analytics Skills: Proficiency in statistical analysis, predictive modeling, machine learning techniques, and experimental design (A/B testing). Experience building audience segments using 1P data, behavioral signals, and transaction data
• Strategic Thinking: Ability to connect analytical insights with business strategy, identifying opportunities and risks.
• Communication Skills: Exceptional verbal and written communication skills, with the ability to articulate complex analytical concepts and present findings clearly and persuasively to both technical and non-technical audiences. Ability to translate advertiser needs into audience requirements & segmentation needs
• Leadership & Influence: Proven ability to lead projects, influence cross-functional teams, and drive strategic initiatives.
• Problem-Solving: Strong critical thinking and problem-solving abilities, with meticulous attention to detail.
• Technical Proficiency:
  • Data Platforms:
    •  Experience with large-scale data platforms and tools (e.g., Snowflake).
    • Experience working with first-party data and privacy-safe data environments (e.g., clean rooms, identity resolution)
    • Familiarity with audience activation platforms (e.g., CDPs, clean room, DSP integrations)
  • AI/ML skills: Hands-on experience on building AI/ML targeting solutions like regression and tree-based algorithms
  • Visualization Tools: Hands-on experience with business intelligence and data visualization tools (e.g., Tableau, Power BI, QlikView).

• Preferred Skills:

• Experience with programming: proficiency in SQL, Python, or R for data manipulation, statistical analysis, and model development.
• Experience with consumer banking products and customer lifecycle analytics.

Education:

• Required: Bachelor's degree in a quantitative field such as Statistics, Mathematics, Economics, Computer Science, Engineering, or a related discipline.
• Preferred: Master's degree or PhD in a quantitative field, Business Analytics, or an MBA with a strong analytical focus.

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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