About This Role
Heading the marketing for Citi's rapidly expanding Wealth at Work segment involves leading the brand, engagement, and communications strategy for employees and executives through institutional partnerships. This director-level role is an opportunity to define Citi's presence in workplace wealth, delivering tailored financial guidance through employers. It involves designing an integrated B2B2C marketing engine that drives visibility and adoption across partner firms while creating personalized journeys based on life stage, financial needs, and behavioral triggers.
Responsibilities
- Define the global marketing strategy for Citi’s Wealth at Work business, spanning brand, product, education, and client lifecycle efforts
- Build and scale workplace onboarding and engagement campaigns, personalized by employee segment, life stage, and employer relationship
- Partner with institutional leads to co-create marketing solutions for partner firms
- Develop digital and content-led experiences that drive self-service, adoption, and loyalty
- Ensure marketing strategy supports business KPIs, including new account growth, digital activation, and client satisfaction
- Serve as the strategic marketing lead for coverage, digital, and product partners across the Wealth at Work ecosystem
- Manage creative, content, and agency resources; lead performance tracking and optimization
- Socialize and critically review output from the global tracking reports with regional business leadership with a view to enhancing future 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
Requirements
- 15+ years of experience
- Experience in B2B2C marketing, preferably in financial services or employer-related channels
- Deep understanding of client segmentation, lifecycle marketing, and digital engagement
- Experience working with institutional partners or employer benefit platforms preferred
- Strong storytelling, brand development, and campaign execution skills
- Bachelor's/University degree
Nice to have:
- Master's degree
- Strategic and innovative leader
- Deeply client-centric with a partnership mindset
- Skilled in navigating institutional and consumer audiences
