Marketing Strategy Program Lead Vice President

Description

The US Consumer Card Marketing organization drives all aspects of the customer lifecycle, from Acquisition to Engagement to Retention, across proprietary, co-brand, private label, and personal loan products across the business. The Customer Marketing (CM) 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 new benefits, features and products that can strengthen our relationship.

We are seeking a dynamic and results-driven Marketing Program Manager to lead the go-to-market strategy, lifecycle marketing, and growth initiatives for our Citi Flex Loan product. In this role, you will serve as the marketing lead responsible for developing and executing integrated marketing strategies that drive customer acquisition, engagement, and retention across digital and traditional channels.

This is a high-visibility, cross-functional leadership role that sits at the intersection of product, analytics, digital, and brand, requiring both a strategic mindset and a strong orientation toward measurable business outcomes.

Responsibilities

• Strategy & Planning
• Develop and own the comprehensive marketing strategy for the Flex Loan product, including annual planning, campaign roadmaps, and go-to-market frameworks.
• Define target audience segments, value propositions, and competitive positioning to differentiate the Flex Loan in the marketplace.
• Partner closely with Product Management, Risk, and Analytics to align marketing initiatives with product roadmap priorities and business objectives.
• Monitor competitive landscape across consumer lending (e.g., personal loans, BNPL, credit lines) and translate market intelligence into actionable marketing strategies.
• Campaign Execution & Channel Management
• Lead end-to-end development and execution of integrated marketing campaigns across paid media, digital, email, and in-app channels
• Oversee creative development and messaging strategy, partnering with internal creative teams and external agencies to produce high-quality, on-brand assets.
• Manage the customer conversion funnel from awareness and consideration through application, onboarding, and activation.
• Drive personalization and segmentation strategies using data-driven insights to improve relevance and conversion across touchpoints.
• Manage campaign controls, audit requirements, and issue tracking/resolution to ensure flawless execution and minimal disruption to delivery.
• Analytics & Performance Management
• Define KPIs and success metrics for all Flex Loan marketing initiatives; monitor, report, and optimize performance on a regular cadence.
• Partner with Analytics teams to leverage customer data, behavioral insights, and A/B testing to improve campaign effectiveness.
• Manage marketing budget and track ROI/CPA metrics to ensure efficient allocation of resources.
• Present performance results and strategic recommendations to senior leadership.
• Cross-Functional Leadership
• Serve as the primary marketing liaison for the Flex Loan product, collaborating with stakeholders across Product, Analytics, Legal & Compliance, Risk, and Digital
• Coordinate with Compliance and Legal teams to ensure all marketing materials meet regulatory requirements (UDAAP, TILA, FCRA, etc.).
• Drive alignment with the broader Customer Marketing teams to integrate Flex Loan within the enterprise portfolio narrative.
• Customer Experience & Lifecycle Marketing
• Develop lifecycle marketing programs that improve customer onboarding, engagement, utilization, and retention for existing Flex Loan customers.
• Identify and act on opportunities to cross-sell and upsell within the broader Citi product portfolio.
• Champion the voice of the customer by integrating customer feedback, NPS data, and market research into campaign strategies.
• 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.

Requirements

• 6+ years of marketing experience, with at least 3–5 years in consumer financial services, lending, or banking
• Demonstrated experience leading product marketing or program management for financial products (personal loans, credit cards, HELOC, BNPL, or similar)
• Proven track record developing and executing multi-channel, integrated marketing campaigns with measurable results
• Strong analytical skills with the ability to interpret data, develop insights, and drive data-led decisions
• Experience managing marketing budgets and demonstrating ROI
• Excellent written and verbal communication skills; ability to present to senior executives
• Familiarity with regulatory and compliance requirements in financial services marketing (UDAAP, CAN-SPAM, TCPA, etc.)
• Education:
• Bachelor’s/University degree, Master’s degree preferred
• Experience with digital marketing platforms (Google Ads, Meta, programmatic, CRM/email tools such as Salesforce Marketing Cloud or Adobe Campaign)
• Exposure to Agile or test-and-learn marketing methodologies
• Knowledge of consumer lending products and the personal finance competitive landscape
• Experience working in a matrixed, large-scale organization
• Familiarity with customer data platforms (CDPs) and marketing analytics tools
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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:
• $114,720.00 - $172,080.00
• 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:
• Nov 11, 2026
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• Automated Processing and AI
• We use automated processing, including artificial intelligence, for our legitimate business interests (or our reasonable and appropriate business purposes) to identify and align the candidate's skills and abilities with a specific job opening. Additionally, if you so choose, or consent, we can match your skills and abilities to other suitable roles at Citi.
• Importantly, all our hiring processes and decisions, including determining your suitability for a role, are conducted, checked, and decided by individuals. Our automated processing and AI do not involve relying on automatic or autonomous decision-making. Please refer to any Jurisdictional Considerations, with specific provisions for your country (where relevant) for further details.
• Illinois residents – AI Notice and Right
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• View Citi’s EEO Policy Statement and the Know Your Rights poster.