Business Analytics Analyst - Pyspark

Citigroup Inc.; Bengaluru; On-site; INR 1,200,000 - 1,800,000; Full time

Job summary

Citi seeks a skilled analytics professional with 5–7 years experience in banking/card products to drive campaign design, measurement, and reporting. You will work with Marketing, Risk, Finance, and Technology to deliver actionable insights and data-driven recommendations.

Responsibilities include design of test frameworks, segmentation, and modeling to improve acquisition, activation, and profitability while maintaining governance and data quality. Strong storytelling with data is essential.

Qualifications

• Solid grounding in consumer banking/credit card business fundamentals: account lifecycle, interest income, fees, credit risk basics, and portfolio economics.
• Understanding of the credit card marketing lifecycle: acquisition, activation, usage, retention, and attrition.
• Design and execution of test-vs-control and champion-challenger frameworks for campaign effectiveness.
• Incrementality/lift analysis, response modeling, and uplift measurement.
• Experience building recurring performance dashboards/scorecards for campaign monitoring and post-campaign readouts.
• Hypothesis testing, A/B testing methodology, and significance testing.
• Segmentation and targeting analysis (behavioral, demographic, risk-based).
• Regression/predictive modeling exposure for propensity/response scoring is a plus.
• Data quality checks, reconciliation, and root-cause/variance analysis.
• GenAI tools familiarity for analytics productivity and reporting.

Responsibilities

• Design and implement campaign analytics and measurement plans.
• Conduct lift analysis and uplift modeling to assess incremental impact.
• Build dashboards and scorecards for ongoing campaign performance.
• Translate insights into actionable recommendations for Marketing and Risk teams.

Skills

Campaign Analytics

A/B Testing

Segmentation

Forecasting

Mentoring

Stakeholder Communication

Data storytelling

Tools

SQL

Python

PySpark

SAS

Job description

Technical / Tools Proficiency

• SQL: Advanced querying (joins, window functions, CTEs, performance tuning) across large relational/Teradata/Hive data warehouses.
• Python: Data wrangling (pandas/numpy), automation scripting, statistical analysis, and visualization (matplotlib/seaborn).
• PySpark: Distributed data processing for large campaign/transaction datasets, working within Hadoop/Spark ecosystems.
• SAS: Base SAS and SAS Macros for large-scale data manipulation, campaign tagging, and reporting automation.

Domain Knowledge – Banking & Card Products

• Solid grounding in consumer banking/credit card business fundamentals: account lifecycle, interest income, fees, credit risk basics, and portfolio economics.
• Understanding of the credit card marketing lifecycle: acquisition, activation, usage, retention, and attrition.

Campaign Analytics & Measurement

• Design and execution of test-vs-control and champion-challenger frameworks for campaign effectiveness.
• Incrementality/lift analysis, response modeling, and uplift measurement.
• Campaign performance tracking: response rates, conversion, activation, spend, and profitability metrics.
• Experience building recurring performance dashboards/scorecards for campaign monitoring and post-campaign readouts.

Statistical & Quantitative Analysis

• Hypothesis testing, A/B testing methodology, and significance testing.
• Segmentation and targeting analysis (behavioral, demographic, risk-based).
• Regression/predictive modeling exposure (logistic regression, decision trees) for propensity/response scoring is a plus.
• Data quality checks, reconciliation, and root-cause/variance analysis.

GenAI / Emerging Tools Familiarity

• Working knowledge of Generative AI tools for analytics productivity - e.g., using LLM-based assistants for code generation/debugging (SAS/SQL/Python), documentation, and summarization of campaign results.
• Exposure to prompt engineering basics for querying enterprise GenAI platforms (e.g., internal chat/assist tools) to accelerate exploratory analysis and reporting.
• Awareness of GenAI use cases in marketing analytics: automated insight generation, natural-language querying of datasets and synthetic test data creation.
• Curiosity/adaptability to continuously evaluate and adopt new AI-assisted analytics tools as the function modernizes its toolkit.

Communication

• Ability to translate analytical findings into actionable business recommendations for marketing/product stakeholders.
• Strong storytelling with data - clear presentation of insights to senior stakeholders (PowerPoint/Excel proficiency).
• Cross-functional collaboration with Marketing, Risk, Finance, and Technology teams.
• Project management skills to manage multiple concurrent campaign analytics requests under tight timelines.

Behavioral Attributes

• Independent ownership of analytics workstreams with minimal supervision, commensurate with 5-7 years of hands-on experience.
• Mentoring junior analysts and reviewing their analytical output.
• Strong attention to detail and controls mindset given regulatory sensitivity of rate-based offers.
• Proactive problem-solving and ability to work in ambiguous, fast-paced environments.

Experience Level: 5-7 years of relevant analytics experience, preferably in banking/cards/financial services.

Job Family Group

Decision Management

Job Family

Business Analysis

Time Type

Full time

Most Relevant Skills

Please see the requirements listed above.

Other Relevant Skills

For complementary skills, please see above and/or contact the recruiter.

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.

View Citi's EEO Policy Statement and the Know Your Rights poster.