About the role
The Digital Origination AVP is responsible for driving new-to-bank client growth, expanding target customer segments, and delivering digital sales through data-driven acquisition strategies, campaign management, and funnel optimization. The role focuses on scaling digital acquisition channels to drive client growth, maximizing performance, leveraging customer insights and analytics to improve conversion outcomes, and partnering with cross-functional teams and external partners to deliver business objectives in an agile environment.
Key Responsibilities
Develop and execute high-impact digital acquisition strategies to drive quality new-to-bank client growth, achieve digital sales targets and grow revenue
Plan and launch integrated digital campaigns, leveraging data and customer insights to maximize conversions and drive acquisition efficiency across paid, owned, and partner channels
Manage and optimize media performance campaigns and the end-to-end customer acquisition funnel, identifying and addressing customer journey friction points and process inefficiencies to improve conversion outcomes
Analyze performance metrics, including conversion rates, cost per acquisition (CPA), lead management effectiveness, funnel and channel performance, and translate insights into actionable recommendations
Segment and identify audiences to engage high-propensity customer segments, enabling more effective targeting and lead generation
Build and maintain dashboards, reporting frameworks, and tracking mechanisms to provide timely visibility into acquisition performance and support data-driven decision-making
Drive testing and optimization initiatives to improve performance, conversion rates, and online customer experience, while ensuring accurate funnel tracking, attribution, and measurement
Enhance digital experiences through customer journey design, content commercialization, and discoverability initiatives
Partner with cross-functional teams, including Scrum and project teams, to drive agile delivery through collaboration with stakeholders
Required Competencies
Strong understanding of digital acquisition, customer journeys, conversion funnels, and campaign performance optimization
Proficient in data analysis, dashboard development, and the use of MarTech and analytics platforms, including Adobe Analytics. Ability to translate data into actionable plans that drive business outcomes
Adaptable and flexible, with proven ability to influence and collaborate effectively across multiple stakeholders and cross-functional teams
Strong analytical and problem-solving skills, with a growth mindset and the ability to overcome challenges in a dynamic environment
Ability to thrive in fast-paced environments and effectively manage multiple priorities
Qualifications
Bachelor's/University degree or equivalent experience
6–10 years of relevant experience; experience in financial services, digital commerce, or related industries would be advantageous
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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Job Family Group:
Marketing------------------------------------------------------
Job Family:
Digital & Social Media Marketing------------------------------------------------------
Time Type:
Full time------------------------------------------------------
Most Relevant Skills
Please see the requirements listed above.------------------------------------------------------
Other Relevant Skills
For complementary skills, please see above and/or contact the recruiter.------------------------------------------------------
Citi is an equal opportunity employer, and qualified candidates will receive consideration without regard to their race, color, religion, sex, sexual orientation, gender identity, national origin, disability, status as a protected veteran, or any other characteristic protected by law.
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.
View Citi’s EEO Policy Statement and the Know Your Rights poster.
Aplyr's read
Citigroup is a global financial services leader offering diverse roles, attracting professionals in finance, technology, and operations seeking international exposure and advancement.
What's promising
- •Citigroup's global presence offers employees opportunities for international career advancement.
- •The company invests heavily in technology, providing roles for tech-savvy professionals.
- •Citigroup's diverse services allow for career growth across multiple financial sectors.
What to watch
- •Citigroup has faced regulatory challenges impacting its operations and reputation.
- •The company's size can lead to bureaucratic processes that slow decision-making.
- •Citigroup's restructuring efforts may create uncertainty in job stability.
Why Citigroup
- •Citigroup's extensive global network differentiates it from many competitors.
- •The firm's commitment to innovation is evident in its technology-driven roles.
- •Citigroup offers specialized roles requiring language skills, such as Japanese-speaking positions.
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About Citigroup
Citi, also known as Citigroup Inc., is a global financial services corporation that provides a wide range of financial products and services to consumers, corporations, governments, and institutions.
