Job Purpose :
Citibank APAC has an ambitious agenda to transform its business over the next three years and there will be an unrelenting focus to digitize every experience to give to our prospects and existing clients.
One key focus area is a priority to accelerate the transformation of sales to new and existing customers from an offline model to a dominant digital model.
Our future success will be built on our ability to develop and implement best-in-class media strategies for 17 markets (APAC and EMEA) and scaling our programmatic capabilities in relevant markets.
The successful candidate will have proven experience in identifying the best mix of digital channels to target potential clients across widely differentiated market landscapes;
working with internal and agency stakeholders to plan and execute media strategies to drive digital acquisition managing budgets and monitoring and updating stakeholders / clients on the effectiveness of campaigns.
They will be able to quickly problem solve complex situations, leveraging diverse sets of data and inputs from multiple stakeholders;
will have an analytical mind and be able to quickly prioritize channels and initiatives against business opportunity and internal dependencies / effort.
Key Responsibilities :
Work with product and local market stakeholders (Cards, Retail Banking, Loans, Insurance and Mortgage) to develop digital media strategies for 17 markets (APAC and EMEA), aligning on and achieving digital sales goals
Grow digital channel share for new customer acquisitions for all relevant consumer banking businesses
Own our media agency relationships within the region
Develop programmatic advertising capabilities across the region, including strategic inputs into the operating model and tech stack
Build relationships with and leverage key media platforms across APAC and EMEA
Ensure access to Beta products, media enhancements released by major publishers; deepen relationships and ensure a joint business partnership
Build up partners pipelines and work with partners for effective tagging, rollout and tracking of new media products and tools
Develop / maintain media review templates with publishers
Deliver monthly media plans for Asia for ongoing campaigns and manage centralized campaign briefs
Aggressively drive campaign optimization basis media recommendations
Understand the drivers of the sales funnel from awareness to application
Work closely with in-house analytics team to gain insights for making big media decisions
Work with Sales Heads to put together the best process and application experience
The ideal Candidate will meet the following requirements :
Paid Search Optimization Experience Experience in Setting up & Optimizing Paid Search Accounts especially Google. Familiarity of Yandex, Baidu & Naver will be a plus point
Understanding of Programmatic Display Thorough experience in Biddable Display / Video buying with a working knowledge of RTB based buying platforms & optimization tactics
Social Media Marketing Optimization Experience Experience in Setting up, Optimizing & Consulting on Facebook, Instagram & LinkedIn marketing
Knowledge of Site Tagging, Tracking & Ad Serving Working knowledge of how tracking works, ability to consult & work in tandem with Regional AdTech Lead & Regional Data Management team
DMP Usability Experience Working knowledge of a DMP and how it works + technicalities of how to setup marketing programs with consolidated audience segments will be a bonus
Overall Media Consultant - Broad knowledge of the Digital Media Landscape & Ad Tech capabilities in Asia is a must for this role
Analysis and Decision Making - Identify and understand issues, problems and opportunities and develop appropriate solutions.
Proven ability to prioritize opportunities based on business outcome
Build Effective Working Relationships - Develop and use collaborative relationships to facilitate the accomplishment of business goals
Business Focus - Demonstrate understanding of the business and its customers
Communicates Effectively - Communicate clearly and concisely, with impact and credibility using appropriate language, style and terminology.
Proven ability to facilitate working sessions with stakeholders
Leads Change and Innovation - Identify organizational requirements for future success and engage in those activities that facilitate the required degree of innovation and change.
Act as a champion and role model for innovation and change
Market, Sales and Customer Focus - Create and seize opportunities that provide superior returns for shareholders and make customers and their needs a primary focus.
Work to reinforce a market, sales and customer focus
Operational Execution - Accountable for digital performance and act with a sense of urgency to address issues and take advantage of opportunities.
Immediate access to key financial and operational data
Excellent research skills
The ability to recognize good opportunities
Good team and interpersonal skills
An interest in media and people's motivations
Tertiary qualified in I.T, marketing, eCommerce or relevant discipline
Demonstrated experience in, and passion for digital innovation
Adapts to change in a fast-paced environment