Svp, Head Of Marketing And Growth, Citi China
Shanghai
As Head of Marketing and Digital Acquisition of Citi China, reporting directly to Citi Consumer Business President, I am responsible for the overall marketing and brand communication for Citi Global Consumer Banking business - include Credit Card, Wealth Management, Retail Banking, Insurance, etc. in China. As a digital native marketer, my key mission is to transform Citi and empower Citi to win in the digital age.My key responsibilities are:- Lead Citi country marketing & digital acquisition team, which includes Brand Marketing, Digital Acquisition, Product Marketing(Credit Card & Wealth Management), UIUX & Research and Strategic Partnerships functions to drive sustainable and profitable customer and profit growth by defining and implementing a differentiated brand and marketing strategy for Citi China- Redefine Citi China digital marketing strategy, shift from traditional advertising to digital & content marketing. Fully leverage key opinion leaders, influencers, social media to endorse Citi brand & products and reach broad audience. - Provide the strategic direction on marketing based on customer insights & competition trends & business analytics, optimize the marketing budget to build strong brand/ product awareness & preference to drive customer acquisition and engagement, revenue and profit- Define & implement marketing campaign/ initiatives which are analytics driven, to deliver remarkable customer experience, which is simple, value-added & fair- Drive sustainable revenue growth in our target markets- Identify marketplace opportunities and unlock customer insights to generate competitive advantage- Ensure that the bank can really deliver the remarkable experience as we have promised in our marketing communication, leveraging story-telling content strategy to really engage with our customers in an interactive way- Responsible for the overall Marketing & Acquisition budget