Head of Early Engagement Strategy - C14

The US Marketing and Franchise Development (M&FD) organization drives all aspects of the customer lifecycle, from Acquisition to Engagement to Retention, across US Consumer Cards (USCC). The Existing Customer Marketing (ECM) team within this organization is a critical driver of Marketing, with a vision to deepen and expand the relationships our customers have with Citi – increasing their usage of our products and services, promoting behaviors that create long-term loyalty, and thoughtfully communicating benefits, features and products that can strengthen their relationship with Citi.

The Head of Early Engagement Marketing Strategy is responsible for driving the strategy targeting cardmembers during their early tenure with Citi. This role will lead and champion critical marketing initiatives designed to increase usage of our USCC products and services immediately upon approval as a cardmember and throughout the first twenty-four months on book, ultimately delivering bespoke journeys that create long-term and profitable cardmembers.

Responsibilities:

• Drive the comprehensive marketing strategy focused on early cardmember engagement, ensuring alignment with overall business objectives and customer lifecycle management
• Develop targeted marketing campaigns and communication strategies tailored to the needs, preferences and behaviors of different customer segments
• Set priorities and define measurable outcomes for early engagement activities
• Create personalized customer onboarding journeys to guide new customers to increasingly deepen their relationship with Citi and drive profitability
• Lead and champion critical marketing programs designed to enhance the utilization of Citi's diverse portfolio of products and services
• Lead Digital Marketing journey mapping and optimization across customer segments
• Collaborate with creative teams, agencies and internal stakeholders to develop compelling marketing collateral and digital experiences that resonate with target audience and drive engagement
• Ensure flawless execution of marketing initiatives and problem-solve any issues
• Utilize Analytics to understand impact of marketing initiatives, identify opportunities, make informed decisions and create compelling business cases
• Monitor and track performance against commitments to each business (e.g. KPI’s, key metrics) and provide clear reasons for results, as well as plans and roadmaps to mitigate any under delivery if necessary
  
  

Qualifications:

• Bachelor’s Degree and 10 plus years of progressive post-baccalaureate experience
• Strong background in business and marketing strategy for the financial services industry, particularly in digital marketing
• High degree of comfort with financial and quantitative analysis, scenario development, and key P&L drivers
• Structured approach to problem solving including root cause analyses and hypothesis development
• Significant experience in developing executive level presentations to highlight marketing strategies and deliverables; able to structure and execute presentations with limited direction
• Experience managing across a large organization and interfacing with partners in Business Units, Analytics, and across Marketing
• Deep familiarity with financial services industry and competitor products/services
• Demonstrated clear and concise written and verbal communication
• Ability to Inspire confidence with strong executive presence and the ability to motivate both direct and indirect team to deliver high quality work and adhere to processes
  
  

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

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Job Family:

Marketing Program Management

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Time Type:

Full time

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Primary Location:

Wilmington Delaware United States

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Primary Location Full Time Salary Range:

$144,480.00 - $216,720.00

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:

Jun 03, 2026

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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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