Brand Sr Marketing Lead - Cards Advertising, New York, NY

State Farm Mutual Automobile Insurance Company; New York (NY); On-site; USD 163,000 - 246,000; Full time

Job summary

A leading company seeks a Cards Advertising Lead to spearhead advertising strategy across its consumer credit card portfolio. This role involves setting creative direction, managing teams, and ensuring brand consistency while working in a collaborative environment. Candidates must have significant experience in branding, marketing, and analytics.

Benefits

Competitive medical, dental & vision coverage

401(k) plan

Paid time off packages

Wellness programs

Qualifications

• 10+ years of experience in branding, marketing, or analytics.
• Strong understanding of full funnel marketing dynamics.
• Collaborative leader thriving in matrix environments.

Responsibilities

• Lead advertising strategy for the US consumer credit card portfolio.
• Set creative direction for integrated campaigns.
• Manage and develop cross-functional agency teams.

Skills

Branding

Marketing

Analytics

Communication

Leadership

Education

Bachelor's degree

Master's degree

Job description

The Cards Advertising Lead sits within the Client Organization in Citi's Marketing and Franchise Development group. Our mission is to bring U.S. Personal Banking products to life through powerful and engaging creative supporting Citi's mission of enabling growth and progress.

Reporting to the Head of US Personal Banking Advertising, Experiential and Social Media, this role leads advertising strategy and execution across Citi's full US consumer credit card portfolio—including proprietary cards and Citi's co-branded offerings. This role serves as a key partner to product, media, creative agencies and cross functional teams to drive brand awareness, acquisition and engagement in support of Citi's "full wallet" ambition. This individual will champion differentiated creative and ensure Citi's cards and lending products stand out int a competitive landscape while maintaining a cohesive brand presence across paid media and owned platforms.

Responsibilities:

• Lead end-to-end advertising strategy for Citi's entire consumer credit card portfolio, spanning proprietary and co-brand products in awareness and consideration channels, including TV, online video, social and out of home.
• Set the creative direction for integrated campaigns, ensuring insight-driven storytelling, brand consistency, and media effectiveness.
• Serve as key architect and lead on go-to-market strategies for new product launches in partnership with media, experiential and communications teams.
• Act as a steward of creative excellence, reviewing, elevating and guiding agency and internal teams toward high-impact outcomes
• Serve as a thought partner to senior marketing and product leaders, contributing to broader brand strategy and portfolio positioning
• Act as a strategic counterpart to the co-brand advertising lead to ensure aligned storytelling and creative standards across the business
• Represent advertising in executive level forums, business reviews and integrated planning sessions.
• Lead qualitative and quantitative research including consumer sentiment research, positioning strategy and communications/advertising development
• Manage, inspire and develop a cross-functional agency team and internal collaborators, fostering a culture of creativity, accountability and collaboration.
• Ensure proactive partnership with Legal and Compliance teams to uphold regulatory standards while protecting creative integrity, accelerating approvals, and fostering a culture of transparency.
• 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.
• Other job-related duties may be assigned as required

Qualifications:

• 10+ years of experience in branding, marketing or analytics and leading teams
• Passionate about advertising and marketing and curious about new developments in the industry.
• Collaborative, solutions-oriented leader who thrives in matrix environments.
• Strong understanding of full funnel marketing dynamics and integrated advertising with experience across multiple media channels.
• Exemplary communication and presentation skills, with ability to partner effectively and influence key decisions across various levels of the organization.
• Exceptional interpersonal, relationship, and influence management skills that allow for close partnerships with many different constituents, internal and external.
• Partner-oriented mindset with ability to make strategic recommendations that deliver mutually beneficial outcomes for Citi and our partners.

Education:

• Bachelor's/University degree, Master's degree preferred

This job description provides a high-level review of the types of work performed. Other job-related duties may be assigned as required.

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Job Family Group:

Marketing

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Job Family:

Advertising, Branding and Media

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Time Type:

Full time

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Primary Location:

New York New York United States

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Primary Location Full Time Salary Range:

$163,600.00 - $245,400.00

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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Anticipated Posting Close Date:

Jun 10, 2025

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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.

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