Specialized Analytics Lead Analyst, VP - Citi Commerce Audience Analytics and Targeting

Citi; New York (NY); On-site; USD 157,000 - 236,000; Full time

Benefits offered by this job

Discretionary and formulaic incentive

Medical, dental & vision coverage

401(k)

Life, accident, and disability保险

Wellness programs

Paid holidays

Planned time off (vacation)

Unplanned time off (sick leave)

Job summary

Citi is seeking a VP Lead Analyst to drive Audience Analytics & Targeting for its commerce function in New York. The role focuses on developing high-quality targeted audiences from 1P/2P/3P data, translating insights into actionable strategies, and partnering with Finance and Product to forecast growth.

Hands-on analytics leadership is required. The candidate will work with data platforms, AI/ML models, and AI capabilities to accelerate audience development, improve ad relevance, and optimize

Qualifications

• 6–10 years of progressive experience in data analytics or quantitative analysis within financial services, digital media, marketing or retail.
• Commerce Media Domain Expertise in retail/media landscape and data strategy.
• Proficiency in SQL, Python or R for data manipulation, modeling and analysis.

Responsibilities

• Develops analytics roadmap for audience development and targeting to improve ad and offer relevance for core use cases such as category, conquesting, loyalty, and lifecycle audiences.
• Analyze audience strategy for advertiser relevance to enhance our ability to pitch to various advertisers and meet their targeting needs.
• Build and integrate AI/ML targeting solutions and models to drive customer engagement and growth.

Skills

SQL

Python

R

Data Analytics

Machine Learning

Communication

Storytelling

Education

Bachelor's degree in quantitative field

Master's degree or PhD preferred

Tools

Snowflake

Tableau

Power BI

Job description

Citi is evolving its current commerce offerings and branching into new avenues of growth by offering merchants access to high value cardmembers across Citi’s digital properties and partner placements. By combining Citi’s scale, trusted customer relationships, and real purchase insights, the business delivers advertising that is relevant to customers and drives measurable, incremental impact for advertisers. We are seeking an experienced and highly skilled VP Lead Analyst to drive Audience Analytics & Targeting for the strategic Citi commerce function. This role will be critical in developing high quality targeted audiences to improve relevance and effectiveness of ads and offers in our Citi commerce business. This role will leverage data-driven insights to optimize targeting and personalization, enhance customer engagement, and identify new growth opportunities. The successful candidate will be working hands-on as a part of a team or function focused on in-depth analysis of 1st, 2nd and 3rd party data and underlying customer behaviors as well as advertiser preferences to develop audiences. This position requires a deep understanding of the Citi commerce business, digital ecosystem, strong analytical capabilities, and the ability to translate complex data into actionable business strategies.

Responsibilities:

• Strategic Analytics Leadership: help drive business outcomes through advanced analytics, including but not limited to:
  • Develops analytics roadmap for audience development and targeting to improve ad and offer relevance for core use cases such as category, conquesting, loyalty, and lifecycle audiences
  • Analyze audience strategy for advertiser relevance to enhance our ability to pitch to various advertisers and meet their targeting needs
  • Generate insights on audience composition, behavior, and performance to inform go-to-market strategy
  • Help identify new audience offering and custom audience opportunities based on Citi data assets and campaign learnings
  • Develop targeting solutions and AI/ML models to drive customer engagement
  • Build and integrate Gen AI capabilities to accelerate audience development and insights generation
  • Partner with Finance and Product teams to forecast business growth and revenue on a granular basis and track actuals versus forecast
  • Work in a high performing team and develop team members to drive successful outcomes
• Cross-Functional Collaboration: Partner closely with Product Development, Sales, Ad Ops, Analytics Measurement, Marketing, and Technology teams to integrate analytical insights into product design, marketing campaigns, and business development initiatives.
• Risk and Controls Governance: 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, as well as effectively

Qualifications:

• Minimum Experience: 6-10 years of progressive experience in data analytics, business intelligence, or quantitative analysis within the financial services, digital media, marketing or retail industry.
• Commerce Media Domain Expertise: Deep understanding of the commerce or retail media landscape, including audience capabilities, revenue streams, data strategy and commercialization strategy.
• Digital Media and Marketing Expertise: Deep understanding of digital media and marketing ecosystem, including various marketing channels, media buy models, audience activation platforms (e.g., CDPs, clean room, DSP integrations). Knowledge of key digital marketing KPIs (ROAS, Impressions, CTR, CPA etc.)
• Advanced Analytics Skills: Proficiency in statistical analysis, predictive modeling, machine learning techniques, and experimental design (A/B testing). Experience building audience segments using 1P data, behavioral signals, and transaction data
• Strategic Thinking: Ability to connect analytical insights with business strategy, identifying opportunities and risks.
• Communication Skills: Exceptional verbal and written communication skills, with the ability to articulate complex analytical concepts and present findings clearly and persuasively to both technical and non-technical audiences. Ability to translate advertiser needs into audience requirements & segmentation needs
• Problem-Solving: Strong critical thinking and problem-solving abilities, with meticulous attention to detail.
• Technical Proficiency:
  • Data Platforms:
    • Experience with large-scale data platforms and tools (e.g., Snowflake).
    • Experience working with first-party data and privacy-safe data environments (e.g., clean rooms, identity resolution)
    • Familiarity with audience activation platforms (e.g., CDPs, clean room, DSP integrations)
  • AI/ML skills: Hands-on experience on building AI/ML targeting solutions like regression and tree-based algorithms
  • Visualization Tools: Hands-on experience with business intelligence and data visualization tools (e.g., Tableau, Power BI, QlikView).

Education:

• Required: Bachelor's degree in a quantitative field such as Statistics, Mathematics, Economics, Computer Science, Engineering, or a related discipline.
• Preferred: Master's degree or PhD in a quantitative field, Business Analytics, or an MBA with a strong analytical focus.

Preferred Skills:

• Experience with programming: proficiency in SQL, Python, or R for data manipulation, statistical analysis, and model development.
• Experience with consumer banking products and customer lifecycle analytics.

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

Most Relevant Skills

Please see the requirements listed above.

Other Relevant Skills

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

Job Family Group:

Decision Management

Job Family:

Specialized Analytics (Data Science/Computational Statistics)

Time Type:

Full time

Primary Location:

New York New York United States

Primary Location Full Time Salary Range:

$157,040.00 - $235,560.00

Benefits:

• discretionary and formulaic incentive and retention awards
• medical, dental & vision coverage
• 401(k)
• life, accident, and disability insurance
• wellness programs
• planned time off (vacation)
• unplanned time off (sick leave)
• paid holidays

Anticipated Posting Close Date:

Sep 16, 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.

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