Job Overview:
The Head of Brand and Go-to-Market is a C16 level role within Citi's Marketing & Content organization. This is a pivotal leadership position responsible for defining, evolving and executing Citi's brand activation strategy and integrated go-to-market initiatives.
Reporting to the Head of Brand, Innovation, and Content, this leader will drive consistent brand messaging, strategic planning, and impactful campaigns focused on fostering continued growth across the entire firm. This role requires a strategic visionary with deep expertise in brand activation, content strategy, and integrated marketing, capable of leading multiple teams of senior professionals through other senior managers, influencing across a complex global organization, and contributing to the commercial objectives of the business.
The individual will have a thorough understanding of the strategic direction of the function and possess a solid conceptual/practical grounding in both the marketing function and the financial services domain.
Key Responsibilities:
- Develop and champion the evolution and optimization of Citi's global brand strategy, ensuring alignment with overall business goals and market trends, with a primary focus on activating the brand for firm-wide growth.
- Provide strategic input into brand activation initiatives and the firm’s visual identity, ensuring consistent and impactful application across channels.
- Lead the successful implementation of business initiatives, sharing joint responsibility for business goals, with a focus on increasing revenue growth.
- Monitor brand health metrics, stay ahead of competitive trends, conduct market research, and implement data-driven strategies to continuously strengthen brand equity and drive business expansion across all products and services.
- Manage and optimize a commercially oriented comprehensive strategy and planning practice that supports brand objectives and drives engagement across various platforms. This includes determining what stories to tell, why, for whom, and shaping the overall voice, quality standards, and content franchises in partnership with the head of Content Delivery & Marketing.
- Develop and implement strategies for effective internal and external campaigns including advertising, dissemination and promotion of content as well as effective strategies to maximize scale and impact of key events.
Risk Management and Controls:
- Manage and mitigate risk and issues effectively across all marketing programs.
- 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, as well as effectively supervise the activity of others and create accountability with those who fail to maintain these standards.
- Manage and drive an effective risk control system for the team.
Leadership and Team Management:
- Key strategic partner for external agency
- Full management responsibility of multiple teams, including management of people, budget and planning.
Qualifications:
Experience:
- 15+ years of progressive experience in marketing, product management, content strategy, and integrated campaigns, preferably within financial services or a similarly complex global industry.
- Demonstrated success in leading and scaling global brand and marketing functions, with a clear focus on driving growth and revenue.
- Extensive experience with digital marketing, content marketing platforms, and performance analytics.
- Proven track record of developing and executing impactful marketing campaigns.
- Experience in managing external agencies and vendor relationships.
- Experience with internal marketing and employee engagement initiatives is highly desirable.
- Proven track record in product management and marketing as well as successful directing of collaborative business efforts.
- Wide breadth of knowledge related to marketing as demonstrated through experience and education.
Skills
- Exceptional strategic thinking and problem-solving abilities, particularly in driving market growth and achieving business objectives.
- Strong leadership and people management skills, with the ability to inspire and develop high-performing teams, including managing teams through other senior managers.
- Excellent communication skills required in order to influence a wide range of audiences, involved in both internal and external negotiations.
- Deep understanding of market trends, customer insights, and competitive landscape, with in-depth knowledge of the industry and direct competitors' products/services.
- Results-oriented with a strong focus on data-driven decision-making, P&L responsibility for marketing and product, and ROI.
- Ability to navigate and thrive in a fast-paced, complex, and highly regulated environment.
- Thorough understanding of strategic direction of the function within the business, combined with a solid conceptual/practical grounding in both the function and/ or area of expertise.
Education:
- Bachelor's/University degree, Master's degree preferred
This role is a significant opportunity for a visionary marketing leader to shape the future of Citi's brand activation and drive innovative go-to-market strategies globally, contributing directly to the firm's continued growth while maintaining robust risk controls.
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Job Family Group:
Marketing
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Job Family:
Advertising, Branding and Media
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Time Type:
Full time
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Primary Location:
New York New York United States
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Primary Location Full Time Salary Range:
$250,000.00 - $500,000.00
In addition to salary, Citi’s offerings may also include, for eligible employees, discretionary and formulaic incentive and retention awards. Citi offers competitive employee benefits, including: medical, dental & vision coverage; 401(k); life, accident, and disability insurance; and wellness programs. Citi also offers paid time off packages, including planned time off (vacation), unplanned time off (sick leave), and paid holidays. For additional information regarding Citi employee benefits, please visit citibenefits.com. Available offerings may vary by jurisdiction, job level, and date of hire.
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Most Relevant Skills
Please see the requirements listed above.
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Other Relevant Skills
For complementary skills, please see above and/or contact the recruiter.
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Anticipated Posting Close Date:
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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.
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