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Digital Marketing Analyst, Paid Search Acquisitions

  • Job Reference:24748943
  • Date Posted:31 May 2024
  • Employer:Citi
  • Location:New York, NY, USA
  • Workplace:Hybrid
  • Specialism:Analytics / PPC
  • Job Type: Full Time
  • Salary:$98,960 - $148,440 USD / Year
  • Applications have closed

The US Personal Banking organization delivers a wide array of banking, payments, lending and investment services to individual consumers and small businesses.  Our products and services cover a wide range of client banking needs including credit cards, basic banking, mortgages and investment advisory services.

To deliver on our brand promise, we operate as a truly client-centric organization, driving a high tech, high touch experience for the full Citi relationship, particularly in the U.S. To do so, we have aligned our structure with our strategy, to ensure we win in the US our largest market, and drive greater client-centricity across product, segment and geography.

Media is a critical area of focus and growth for Citi US Personal Banking.  The US Personal Banking Media team is comprised of product and channel marketers who are responsible for driving growth while transforming our digital marketing capabilities to shift the quality and mix of digitally sourced accounts. 

This includes profitably acquiring new accounts, managing key acquisitions channels, bringing new and refreshed products to market, partnering on through-the-line campaigns, testing new tactics, and driving marketing innovation.

This role will support the operations and execution of direct response search marketing campaigns for credit card, bank, and mortgage acquisitions, with an emphasis on leading the US Personal Banking’s (USPB) media and creative QA, control process, and management of the team’s search budget.

This role will work closely with the rest of the Search Acquisitions team, the broader Citi digital acquisitions team, data science, risk, fraud, legal, and compliance teams, as well as Citi’s digital media agency and vendor partners. This role requires good analytical skills, excellent communication skills and strong cross-functional capability a must.

Key responsibilities include:

  • Manage the tracking, testing, and QA of all paid search campaigns for the accuracy, functionality, and documenting as necessary to ensure flawless execution of media.

  • Manage monthly media budgets to ensure investment is spent correctly and efficiently to deliver maximum value to the business.

  • Work closely with agency partners and other vendors, including agency media and analytics teams, to ensure that they provide maximum value to Citi by delivering flawless execution and value-add strategic support to Acquisitions team.

  • Educate marketing partners on new toolsets and advanced search bidding strategies and help develop and implement best-in-class customer centric campaign strategies.

  • Provide insight driven recommendations to enhance strategies and drive synergies across the organization.

This role will require flexibility to meet evolving business needs. Completing the above tasks will require:

  • Utmost attention to detail and strong organization skills especially as it pertains to following legal and compliance guidelines.

  • A keen sense of curiosity and willingness to ask questions that can drive positive change.

  • Proactively looking for ways to improve existing processes to drive efficiencies.

  • An ability to make independent decisions, but a willingness to value and incorporate differing viewpoints into decision making.

  • Working with key partners across the business including Cards and Bank product, marketing, martech, data science, legal, and compliance teams.

  • Managing multiple projects across several agency and vendor partners, with the keen ability to facilitate projects to meet deadlines.

Qualifications:

  • 4-5 years of search engine marketing experience, preferably in financial services, with proven aptitude in displaying and communicating data analysis and campaign results to marketing partners.

  • Strong understanding of digital marketing and customer experience. Previous work with acquisition marketing campaigns is required.

  • Preferred candidates will have a strong working knowledge of bid management tools, direct search engine UIs, and campaign restructure experience

  • Previous agency experience a plus.

  • Ability to work independently and take a hands-on approach to ensure that projects stay on track.

  • Understanding of legal, regulatory environment and experience within a highly controlled environment preferred.

  • History of executing successful marketing campaigns.

  • Detail-oriented and able to manage multiple competing priorities.

  • Effective agency and budget management experience.

Education:

  • Bachelors/University degree or equivalent experience

This job description provides a high-level review of the types of work performed. Other job-related duties may be assigned as required.

Primary Location Full Time Salary Range:

$98,960.00 – $148,440.00

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.