Marketing Effectiveness, Vice President

Citi; New York (NY); On-site; USD 130,000 - 195,000; Full time

Benefits offered by this job

Medical, dental & vision coverage

401(k)

Life, accident, and disability ins

Wellness programs

Paid time off

Holidays

Job summary

Citi’s Brand, Innovation, and Content team in Marketing & Content is seeking a dynamic VP of Marketing Effectiveness to lead measurement, data-driven insights, and optimization across the marketing organization. Reporting to the Head of Data and Effectiveness, you will partner with marketing teams to assess ROI and elevate growth.

This role requires a proven track record in marketing analytics, strong leadership, and the ability to translate complex data into actionable strategies.

Qualifications

• 6–10 years in marketing analytics, marketing science, or a related data-driven marketing role.
• Hands-on experience with MMM, MTA, brand lift studies, and bespoke ROI analysis.
• Familiarity with modern marketing technology and data stack (Adobe Analytics, Sprinklr).
• Experience implementing measurement frameworks for content, sponsorships, brand and experiential events.
• Strong analytical and quantitative skills with the ability to synthesize large datasets.
• Proven ability to collaborate across a large, matrixed organization.
• Excellent communication and storytelling with data.
• Experience in the financial services industry or a regulated sector is preferred.

Responsibilities

• Lead the end-to-end execution, methodology design, and operational management of Citi's global brand lift program.
• Coordinate with external research vendors and internal stakeholders to set up studies, track brand equity metrics, and compile insights to optimize campaigns.
• Design and manage measurement frameworks for marketing initiatives including content, sponsorships, experiential events.
• Design and run ROI analyses for Content Marketing, Sponsorships, Experiential Events, and Brand campaigns to quantify business impact.
• Analyze web and social campaigns using Adobe Analytics and Sprinklr to track engagement, traffic, and conversion metrics.
• Provide analytical guidance on campaign design, learning agendas, and in-market optimization.
• Translate analytical findings into clear insights and tactical recommendations for stakeholders and leadership.
• Maintain unified marketing measurement standards, KPI frameworks across Lines of Business and shared capabilities.
• Oversee centralized dashboards (Tableau/Power BI) as a single source of truth for enterprise marketing performance.
• Ensure data/tool integration to support end-to-end measurement.
• Educate the marketing organization on measurement best practices and analytics techniques.
• Track industry trends in marketing science and analytics to enhance Citi’s capabilities.

Skills

Marketing analytics

Marketing science

MMM

MTA

Brand lift studies

ROI analysis

Adobe Analytics

Sprinklr

Data visualization

Cross-functional collaboration

Education

Bachelor’s degree

Master’s degree preferred

Tools

Tableau

Power BI

Data management platforms

Job description

Citi’s Brand, Innovation, and Content team in Marketing & Content is seeking a dynamic and experienced professional to join as the VP of Marketing Effectiveness. This key role is pivotal in executing our marketing and business growth agenda by implementing robust measurement, data-driven insights, and supporting a culture of optimization across our marketing organization.

Reporting to the Head of Data and Effectiveness, you will serve as a key partner to our business marketing teams and shared capabilities functions (content, brand, and sponsorships). You will leverage your expertise in marketing science and analytics to execute and manage comprehensive measurement programs that assess the impact and ROI of our marketing investments—from large-scale brand campaigns and sponsorships to targeted content and digital programs.

The ideal candidate is an experienced marketing analytics professional with a proven track record of translating complex data into actionable strategies that fuel client and customer growth. This is a high-impact opportunity to shape the future of marketing effectiveness at a leading global financial institution.

Responsibilities

• Lead the end-to-end execution, methodology design, and operational management of Citi's global brand lift program. Coordinate with external research vendors and internal stakeholders to set up studies, track brand equity metrics, and compile brand lift insights to help optimize large-scale campaigns.
• Contribute to the implementation and management of measurement frameworks for complex marketing initiatives, including content marketing, sponsorships, strategic partnerships, and experiential events.
• Design and run hands-on performance and ROI analyses for Content Marketing, Sponsorships, Experiential Events, and Brand marketing campaigns to quantify their business impact.
• Analyze web and social media campaigns, utilizing Adobe Analytics and Sprinklr to track, measure, and report on digital engagement, traffic, and conversion metrics.
• Support business marketing teams by providing analytical guidance on campaign design, learning agendas, and in-market optimization to maximize performance and ROI.
• Analyze complex datasets to help translate analytical findings into clear, compelling insights and tactical recommendations for marketing stakeholders and senior leadership.
• Contribute to and maintain unified marketing measurement standards, taxonomies, and KPI frameworks across diverse Lines of Business and shared capability teams (Content, Sponsorship, Brand).
• Oversee the design and maintenance of centralized executive dashboards (using tools like Tableau or Power BI) to provide a single source of truth for enterprise marketing performance.
• Assist shared capabilities teams in ensuring the seamless integration of data, tools, and platforms to support end-to-end measurement.
• Support a data-driven culture by educating the marketing organization on measurement best practices, analytical techniques, and the effective use of performance insights.
• Track industry trends and innovations in marketing science, measurement methodologies, and analytics technologies to support the continuous enhancement of Citi’s capabilities.

Qualifications

• 6-10 years in marketing analytics, marketing science, or a related data-driven marketing role.
• Hands‑on experience with a broad range of marketing measurement techniques, including MMM, MTA, brand lift studies, and bespoke ROI analysis.
• Familiarity with modern marketing technology and data stack (e.g., data management platforms, analytics and visualization tools, Adobe Analytics, and Sprinklr).
• Experience in implementing measurement frameworks for diverse marketing activities, with specific experience in content, sponsorship, brand and experiential events measurement preferred.
• Strong analytical and quantitative skills with the ability to synthesize large, complex datasets into actionable business insights.
• Proven ability to collaborate effectively across a large, matrixed organization, working with marketing practitioners and senior stakeholders.
• Excellent communication and presentation skills, with a talent for storytelling with data.
• Experience in the financial services industry or another highly regulated sector is preferred.

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.

Job Family Group

Marketing

Job Family

Marketing Generalist

Time Type

Full time

Primary Location

New York New York United States

Primary Location Full Time Salary Range

$129,840.00 - $194,760.00

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
• 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.

Anticipated Posting Close Date

Aug 20, 2026

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

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.

If you are a person with a disability and need a reasonable accommodation to use our search tools and/or apply for a career opportunity review Accessibility at Citi.

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