SVP of Web Personalization

Citi - Long Island City, NY3.9

Primary Location: United States,New York,Long Island City
Other Location: United States,Delaware,Wilmington; United States,Texas,Irving
Education: Bachelor's Degree
Job Function: Marketing
Schedule: Full-time
Shift: Day Job
Employee Status: Regular
Travel Time: Yes, 10 % of the Time
Job ID: 18060852


Citi’s Global Consumer Bank (GCB) has a unique opportunity to leverage its consumer relationships and footprint, state of the art technology and leading consumer banking position to deliver customer value in a targeted and impactful way. Citi is optimizing its relationship structure to realize a fully integrated delivery model with technology at its core, where sales, marketing and product all work in concert on the cross-platform goals of the company to help us deliver a remarkable customer experience.

GCB’s U.S. Digital Customer Experience organization is helping to lead the way in Citi’s transformation to deliver a digital experience across our U.S. business that puts the customer at the center. To help us navigate this journey, we are seeking an SVP of Web Personalization role to ensure we set and achieve aggressive US digital personalization goals (including revenue, engagement, satisfaction and digital adoption); manage program budget and allocate IT resources; and ensure the web personalization team is effectively working together. This individual must have strong business and leadership skills and extensive experience with technology to understand what is feasible, how digital marketplace trends should inform our digital channels in the future, and how to translate customer needs into technology requirements.

Key Responsibilities Include:
Drive delivery of new personalization tools and capabilities within Citi Online to include:

Personalized creatives/messages.
Improving modeling capabilities.
Expansion of data elements available for targeting & creative tailoring.
Define Citi’s web personalization decision engine (Sales & Offer Management – SOM – System) roadmap and IT workload prioritization.
Identify and evaluate potential platform upgrade opportunities.
Define IT web personalization scrum team priorities.
Identify customer profile hub data expansion opportunities.
Identify ways to better align with mobile app and other channels (e.g. email, phones, chat, bots).
Explain channel decisions to marketing/domain/journey teams.
Partner with SVP Journey Owners and Marketing from Cards, Retail Bank, and Fintech lines of business to identify, consolidate, and integrate customer and business needs, market trends, and customer insights to prioritize needs and evolve product roadmap for the personalized experiences.
Manage a team of 2 VP Web Project Managers to support the development of our web and cross-channel personalization strategy.
Interface with Legal, Compliance, Risk, and ensure strategies and execution for the set of features under their control are delivered flawlessly and meet key compliance, risk, and control needs to protect both our business and customer interests.
Partner with Market Research to define and implement customer research/customer co-creation, prototyping and testing to gain insights and identify customer needs and solutions.
Partner with Agile Scrum teams to support and implement the build of a best in class digital experience and ensure progress is being made against personalization capabilities and goals.
Partner with Digital Customer Experience peers and chief of staff team to build a dashboard to monitor and track KPIs and send out to Sr. Leadership on an on-going basis.
About Citi

Citi, the leading global bank, has approximately 200 million customer accounts and does business in more than 160 countries and jurisdictions. Citi provides consumers, corporations, governments and institutions with a broad range of financial products and services, including consumer banking and credit, corporate and investment banking, securities brokerage, transaction services, and wealth management. Our core activities are safeguarding assets, lending money, making payments and accessing the capital markets on behalf of our clients.

Citi’s Mission and Value Proposition explains what we do and Citi Leadership Standards explain how we do it. Our mission is to serve as a trusted partner to our clients by responsibly providing financial services that enable growth and economic progress. We strive to earn and maintain our clients’ and the public’s trust by constantly adhering to the highest ethical standards and making a positive impact on the communities we serve. Our Leadership Standards is a common set of skills and expected behaviors that illustrate how our employees should work every day to be successful and strengthens our ability to execute against our strategic priorities.

Diversity is a key business imperative and a source of strength at Citi. We serve clients from every walk of life, every background and every origin. Our goal is to have our workforce reflect this same diversity at all levels. Citi has made it a priority to foster a culture where the best people want to work, where individuals are promoted based on merit, where we value and demand respect for others and where opportunities to develop to are widely available to all.


8+ years’ experience in a consumer-focused company with significant experience building digital marketing capabilities.
Strong working knowledge of best in class digital personalization tools, capabilities and platforms.
Experience managing complex cross-org projects and familiarity with agile/scrum development process.
Familiarity with financial services industry landscape.
Knowledge with Citi’s digital experience design landscape (including current capabilities and limitations along w/ roles & responsibilities of key players such as IT, DCX Domain & Digital Marketing teams, & key LOB partners in Marketing & DM) highly desired to ensure person who fills role can hit the ground running.
Customer focus; strong record of achievement in applying a customer mindset to shape solutions and approaches and to drive change/achieve business goals.
Passion and knowledge of digital ecosystems and digital customer experience best practices.
Innovative thinker with the ability to challenge the status quo and come up with creative solutions to solve problems and overcome hurdles.
Ability to concurrently manage and assess broad strategies and execute against multiple priorities in rapidly evolving, often ambiguous and complex situations.
The key competencies and characteristics of the ideal candidate for this position are:

Decision quality: Makes good decisions based upon a mixture of analysis, wisdom, experience, and judgment; most of his/her solutions and suggestions turn out to be correct and accurate when judged over time; sought out by others for advice and solutions.
Problem Solving: Uses rigorous logic and methods to solve difficult problems with effective solutions; probes all fruitful sources for answers; can see hidden problems; is excellent at honest analysis; looks beyond the obvious and doesn't stop at the first answers.
Dealing with ambiguity: Can effectively cope with change; can shift gears comfortably; can decide and act without having the total picture; isn't upset when things are up in the air; doesn't have to finish things before moving on; can comfortably handle risk and uncertainty.
Creativity: Comes up with a lot of new and unique ideas; easily makes connections among previously unrelated notions; tends to be seen as original and value-added in brainstorming settings.
Strategic agility: Sees ahead clearly; can anticipate future consequences and trends accurately; has broad knowledge and perspective; is future oriented; can articulately paint credible pictures and visions of possibilities and likelihoods; can create competitive and breakthrough strategies and plans.
Planning: Accurately scopes out length and difficulty of Tasks and projects; sets objectives and goals; breaks down work into the process steps; develops schedules and task/people assignments; anticipates and adjusts for problems and roadblocks; measures performance against goals; evaluates results.
Developing direct reports and others: Provides challenging and stretching tasks and assignments; holds frequent development discussions; is aware of each person's frequent development discussions; is aware of each person's career goals; constructs compelling development plans and executes them; pushes people to accept developmental moves; will take on those who need help and further development; cooperates with the developmental system in the organisation; is a people builder.
Directing others: Is good at establishing clear directions; sets stretching objectives; distributes the workload appropriately; lays out work in a well-planned and organised manner; maintains two-way dialogue with others on work and results; brings out the best in people; is a clear communicator.
Manages ambiguity well: Ability to manage and lead teams through ambiguity; can effectively cope with change and shift gears comfortably; can decide and act without the full picture
Persuasive consensus-builder that is able to gain buy-in from senior stakeholders with different needs and expectations on personalization capabilities DCX should pursue.
Collaborative partner – partner across business areas, build trust, and facilitate working together across silos to build the DCX digital communications platform roadmap and to drive to common solutions/platforms where it can accelerate progress against our business objectives.
Comfortable w/ technology and data – comfortable working with highly technical personnel (e.g. software engineers, operations specialists, and project managers) to drive consensus on digital communications platforms and capabilities.
Strong communicator – ability to communicate complex situations clearly and effectively across all levels within Citi’s organizational hierarchy as well as different functional areas.
Organizational savvy – knowledgeable about how organizations work; knows how to get things done both through formal channels and informal network; understands the origin and reasoning behind key policies and practices; understands the culture of organizations and how to maneuver through them to get things done.