Digital Origination (Assistant Vice President)

Citigroup Inc.; Singapore; On-site; SGD 120,000 - 180,000; Full time

Job summary

Citi is seeking a Digital Origination AVP to drive new‑to‑bank client growth through data‑driven acquisition strategies and digital campaigns in a fast‑paced environment. You will optimize paid, owned, and partner channels, leverage analytics, and partner with cross‑functional teams to meet growth targets.

The role emphasizes funnel optimization, performance measurement, and agile delivery in digital marketing within Citi Wealth services.

Qualifications

• Bachelor's degree or equivalent in a relevant field.
• 6–10 years of relevant experience in financial services or digital marketing is advantageous.
• Strong understanding of digital acquisition and conversion funnels.
• Ability to translate data into actionable plans that drive outcomes.
• Experience collaborating with cross-functional teams and stakeholders.

Responsibilities

• Develop and execute high‑impact digital acquisition strategies to drive client growth and revenue.
• Plan and launch integrated digital campaigns to maximize conversions across channels.
• Manage media performance campaigns and optimize the funnel end‑to‑end.
• Analyze performance metrics and translate insights into recommendations.
• Segment audiences to improve targeting and lead generation.
• Build dashboards and tracking mechanisms for timely visibility into performance.
• Drive testing and optimization to improve conversion and user experience.
• Enhance digital experiences through journey design and content optimization.
• Partner with Scrum and project teams to deliver agile initiatives.

Skills

Digital acquisition

Campaign optimization

Data analysis

Stakeholder collaboration

Growth mindset

Education

Bachelor's degree or equivalent

Tools

Adobe Analytics

Job description

About Citi

At Citi, we get to connect millions of people across hundreds of cities and countries every day. And we've been doing it for more than 200 years. We do this through our unparalleled global network. We provide a broad range of financial services and products to our clients – whether they be consumers, corporations, governments or institutions – to help them meet their biggest opportunities and face the world's toughest challenges.

Employee Well‑Being Benefits

• Citi provides programs and services for your physical and mental well‑being including access to telehealth options, health advocates, confidential counseling and more. Coverage varies by country
• We empower our employees to manage their financial well‑being and help them plan for the future

Citi Wealth is an integration of Citi Private Bank and the Consumer Wealth organization into a single business enabling Citi to serve its clients across the wealth spectrum and capitalize on Citi's industry leading capabilities to support the goal of Wealth, which is to be the leading wealth management provider globally.

The Digital Origination AVP is responsible for driving new-to-bank client growth, expanding target customer segments, and delivering digital sales through data‑driven acquisition strategies, campaign management, and funnel optimization. The role focuses on scaling digital acquisition channels to drive client growth, maximizing performance, leveraging customer insights and analytics to improve conversion outcomes, and partnering with cross‑functional teams and external partners to deliver business objectives in an agile environment.

Key Responsibilities

• Develop and execute high‑impact digital acquisition strategies to drive quality new-to-bank client growth, achieve digital sales targets and grow revenue
• Plan and launch integrated digital campaigns, leveraging data and customer insights to maximize conversions and drive acquisition efficiency across paid, owned, and partner channels
• Manage and optimize media performance campaigns and the end‑to‑end customer acquisition funnel, identifying and addressing customer journey friction points and process inefficiencies to improve conversion outcomes
• Analyze performance metrics, including conversion rates, cost per acquisition (CPA), lead management effectiveness, funnel and channel performance, and translate insights into actionable recommendations
• Segment and identify audiences to engage high-propensity customer segments, enabling more effective targeting and lead generation
• Build and maintain dashboards, reporting frameworks, and tracking mechanisms to provide timely visibility into acquisition performance and support data‑driven decision‑making
• Drive testing and optimization initiatives to improve performance, conversion rates, and online customer experience, while ensuring accurate funnel tracking, attribution, and measurement
• Enhance digital experiences through customer journey design, content commercialization, and discoverability initiatives
• Partner with cross‑functional teams, including Scrum and project teams, to drive agile delivery through collaboration with stakeholders

Required Competencies

• Strong understanding of digital acquisition, customer journeys, conversion funnels, and campaign performance optimization
• Proficient in data analysis, dashboard development, and the use of MarTech and analytics platforms, including Adobe Analytics. Ability to translate data into actionable plans that drive business outcomes
• Adaptable and flexible, with proven ability to influence and collaborate effectively across multiple stakeholders and cross‑functional teams
• Strong analytical and problem‑solving skills, with a growth mindset and the ability to overcome challenges in a dynamic environment
• Ability to thrive in fast‑paced environments and effectively manage multiple priorities

Qualifications

• Bachelor's/University degree or equivalent experience
• 6–10 years of relevant experience; experience in financial services, digital commerce, or related industries would be advantageous

Job Family Group

Marketing

Job Family

Digital & Social Media Marketing

Time Type

Full time

Most Relevant Skills

Please see the requirements listed above.

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