SVP, Search Engine Optimization (SEO)

The U.S. Personal Bank delivers a wide array of banking, payments, lending and investment services to individual consumers and small businesses. To deliver on our brand promise, we must 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 U.S., our largest market, and drive greater client-centricity across product, segment, and geography.

Marketing & Franchise Development team is focused on Digital Acquisitions and Digital Sales transformation while enabling next-gen existing customer evolution. We are seeking an SVP to expand our SEO practice, own the strategic roadmap for the company’s organic growth, and manage the people, processes and technology that delivers on this strategic vision.

This is an exciting opportunity for a seasoned leader in SEO to drive company’s organic growth, across Cards, Retail Banking, Lending, Investing and Wealth management line of products. The Leader needs to set the SEO strategy for business at large, while navigating through the future of search amidst the rise of Gen AI.

Responsibilities

• Set the SEO strategy for the business at large and generate buy-in from executive leadership.
• Lead and own the SEO scorecard KPIs, channel-level traffic, conversion KPI’s and drive execution to achieve quarterly, bi-annual and annual targets supporting overall company goals.
• Run SEO at scale horizontally across the U.S. Personal Bank and lead growth in Conversion/Booking KPIs across acquisitions, repeat buyers, existing customer Lend/Spend wallet share.
• Lead and manage a team of SEO experts, aiding in career development and coaching.
• Strategically grow and defend current channel performance and trajectory, while de-risking Acquisitions Affiliates strategy.
• Define and communicate ‘12 months – 2 year’ plan specific to the evolution of SEO in-light of AI and “zero click searches”.
• Work with cross-functional stakeholders across Product, Analytics, Engineering, Design, Legal, Digital, and Marketing teams to pursue SEO improvements with a keen eye on the Client experience.
• Lead concurrent SEO initiatives focused across three pillars, Content, Keywords and Technical SEO
• Highlight trends and competitor movement within the rapidly evolving financial services space across Consumer Banking products.
• Collaborate with 3rd party SEO vendors as it pertains to the Enterprise SEO toolkit.
• Assists with audits of site, QA of digital properties to ensure proper construction/ maximized visibility.

Qualifications

• 10+ years of proven SEO experience in optimizing technically complex websites across Financial services or eCommerce companies, including 5+ years of managerial experience directly managing high-performing teams with demonstrable and measurable results.
• Experience with SEMRush, Ahrefs, Google Keyword Planner, Google Search Console, and other SEO Tools.
• Experience with Adobe Analytics to ensure end-2-end funnel conversion tracking and Jira, Confluence tools to ensure Agile Project management.
• Understanding of technical SEO skills, including ability to evaluate HTML and JavaScript for SEO purposes and make recommendations.
• Demonstrated sound business judgment, analytical acumen, consumer-centric mindset, and communication skills.
• Clear reputation for motivating teams to deliver unique and differentiating solutions to complex business problems.
• Compelling storyteller, excellent written and verbal communication skills with an expertise of articulating strategy and actions to key decision makers and stakeholders across the organization
• Thrives in a fast-paced team environment that values accountability, continuous learning, and agility.

Education

• Bachelor’s degree required in Business, Marketing or a related field; Master’s degree preferred.

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