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Citigroup Digital Marketing & Transformation in Hong Kong, Hong Kong

Job Purpose:

Wealth Management in Banking is critical for Citi’s growth in Asia. This role will hold the digital sales volumes goals and digital sales strategy for Citi Private Bank.

The person will collaborate with product owners in Citi Private Bank, Consumer Bank, Digital Customer Experience, Data & Analytics, etc. to deliver the digital acquisition strategy, tactics, execution, and optimization of paid and owned campaigns across digital touch-points. This role requires a strategic professional who stays abreast of developments within own field and contributes to directional strategy by considering their application in own job and the business. Recognized technical authority for an area within the business. Requires basic commercial awareness. Developed communication and diplomacy skills are required in order to guide, influence and convince others, in particular colleagues in other areas and occasional external customers. Significant impact on the area through complex deliverables.


  • Define and present go-to-market strategy for new journey enhancements and features, communication framework with supporting customer research

  • Actively manage the funnel performance leveraging a data-first approach. Understand fall-out points throughout the conversion funnel and develop initiatives to increase yield and scale volume

  • Ensure all campaigns are executed within the business framework and that any identified issues are managed across functions/lines of business and closed on time.

  • Monitor and report on digital customer experience issues that impact marketing and create action plan. Proactive in identifying customer experience pain points and opportunities.

  • Establish key Scorecard metrics to measure channel effectiveness and ongoing optimisation

  • Identify and lead integration of new capabilities and technologies to improve digital targeting (DMP, DSP) and funnel performance (analytics)

  • Build relationships with, and leverage key media platforms across Asia and globally, and partner with data management platforms, information security teams and data & analytics teams across teams

  • 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.


  • 6-8 Years’ experience in Digital Marketing, Media and Sales

  • Digital sales/e-commerce experience is preferred

  • Expert knowledge in Digital paid media including PPC, Display, Affiliates and Social

  • Experience leveraging web traffic (Google Analytics, Adobe Site Catalyst, etc.) and personalization/testing platforms (Adobe Target) tools

  • Strong understanding of martech/adtech stacks tools and capabilities necessary to work with big data across the organization

  • Demonstrated ability to deliver results that is timely, relevant and effective, and strong people and project management skills

  • Be comfortable with getting into and working on detailed plans to drive speed of execution while staying focused on quality and sustenance of output

  • Exemplary leadership skills to be able to lead, influence and partner with teams across the organization to drive this new strategy and framework

  • Asia market experience necessary

  • Strong relationship building skills & experience of working in a matrix organization will be considered an advantage

  • Experience working with creative agencies for creative development/understanding of the creative agency process

  • Highly capable in driving change and innovation to deliver growth


  • Bachelor’s/University degree

This job description provides a high-level review of the types of work performed. Other job-related duties may be assigned as required.

*Candidates with less experience will be considered as AVP.

Job Family Group:


Job Family:

Digital & Social Media Marketing

Time Type:

Citi is an equal opportunity and affirmative action employer.

Qualified applicants will receive consideration without regard to their race, color, religion, sex, sexual orientation, gender identity, national origin, disability, or status as a protected veteran.

Citigroup Inc. and its subsidiaries ("Citi”) invite all qualified interested applicants to apply for career opportunities. If you are a person with a disability and need a reasonable accommodation to use our search tools and/or apply for a career opportunity review Accessibility at Citi (https://www.citigroup.com/citi/accessibility/application-accessibility.htm) .

View the "EEO is the Law (https://www.dol.gov/sites/dolgov/files/ofccp/regs/compliance/posters/pdf/eeopost.pdf) " poster. View the EEO is the Law Supplement (https://www.dol.gov/sites/dolgov/files/ofccp/regs/compliance/posters/pdf/OFCCP_EEO_Supplement_Final_JRF_QA_508c.pdf) .

View the EEO Policy Statement (http://citi.com/citi/diversity/assets/pdf/eeo_aa_policy.pdf) .

View the Pay Transparency Posting (https://www.dol.gov/sites/dolgov/files/ofccp/pdf/pay-transp_%20English_formattedESQA508c.pdf)

Citi is an equal opportunity and affirmative action employer. Minority/Female/Veteran/Individuals with Disabilities/Sexual Orientation/Gender Identity.