Job Description

Description

 

The objective of the Brand, Sponsorships & Insights team is to own and manage the Citi Australia Brand, to contribute to the delivery of the cross franchise Marketing Plan, customer metrics and to deliver research and insights that assist in growing the business and improving the customer experience and help Citi become a leading Digital bank.

The Brand function leads the brand strategy for the bank - establishing our positioning, undertaking our brand advertising, marketing for the Dining Program and Sponsorships as well as owning the social strategy for the Consumer Bank. This team has oversight of bank-wide marketing and works closely with the marketing teams and agencies to ensure successful execution. This team has oversight of the marketing budget and has accountability for maximising preference, UBA, drivers and revenue associated with the marketing budget.

The Research/Insights function delivers top down and bottoms up NPS Research for each business in the Consumer Bank, manages the brand tracking, econometric modelling and helps to drive other research projects and manages competitive intelligence providers.

The Sponsorships function includes leadership of the key cross franchise loyalty assets of the Dining Program and Private Pass as well as Sponsorships. Key focus of this area is ensuring that the Sponsorship assets are being optimised to drive NPS, revenue and account growth.

This role is focused on driving the Citi Brand forward, working closely with internal marketing teams and agencies alike to optimise marketing and through this drives creative across the GCB franchise to deliver and execute optimised marketing campaigns that aligns to Citi brand guidelines and voice and personality traits, as well as successful implementation of Global/Regional initiatives.

The key goals for this role are driving UBA, Consideration and preference as well as demonstrating a link between the marketing activity and the impact on business drivers.

Key Accountabilities:

Brand leadership of all GCG marketing activities:

  • Along with the Senior Marketing Manager lead the development and execution of a strategic cross franchise campaign and media plan that delivers a unified and consistent brand voice throughout all marketing campaigns
  • Manage and develop relationships with creative, media and technology agencies and vendors to foster innovation, and to optimise the performance of all digital channels, such as paid and organic search, social, display, digital TV and content marketing
  • Ideate and drive initiatives to maximise campaign effectiveness for Brand and the broader marketing campaigns throughout the Consumer Bank
  • Act as the brand consultant and advocate for the Consumer Bank by working closely and collaboratively with the marketing teams throughout their campaigns in order to provide marketing expertise and insights to assist them in delivering a successful campaign that meet the business objectives
  • Responsible for driving remarkable campaigns and creative by collaboratively reviewing and approving all Consumer Bank briefs and creative including above the line, below the line, digital and internal communications for:
    • Credit Cards
    • Mortgages
    • Retail
    • Consumer Lending
    • Insurance
    • Digital banking
    • Partnerships & Bank wide loyalty
  • Act as a brand advocate and consultant by reviewing and influencing all Consumer Bank marketing activity (as listed above) to ensure all communications are in line with brand positioning, voice and personality traits, values and guidelines
  • Drive consistency across marketing creative and activities and enable sharing to ensure the business units leverage each other’s activities
  • Monitor campaigns and creative across Citi online and offline channels to ensure that the creative adheres to the brand guidelines including bringing to life the brand voice & personality traits
  • Adopt and encourage a customer first and mobile first digital approach across all new campaigns
  • Manage the bank-wide channel marketing calendar, including Citi online, branch and ATM messages
  • Manage and keep up to date the Australia Brand intranet site
  • Supporting the compilation of monthly Marketing Forum meetings with the marketing community
  • Supporting and implementing Global/Regional requests and initiatives and working with relevant marketing teams to ensure successful execution
  • Liaise with our Global/Regional colleagues in order to obtain insights and best practice examples from around the globe and share these with the marketing community  

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