VP, Marketing Analytics & ROI Optimization

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

Job summary

Citi is seeking a VP of Marketing Effectiveness to lead measurement programs, develop analytics-driven insights, and enable optimization across marketing campaigns. You will partner with the Head of Data and Effectiveness and collaborate with brand, content, and sponsorship teams in a highly regulated financial services environment.

You will design and manage brand lift studies, ROI analyses, and dashboards, using Adobe Analytics and Sprinklr, to deliver clear insights and drive growth across

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.

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.
• 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.

Skills

Marketing analytics

MMM/MTA

Adobe Analytics

Sprinklr

Data visualization

Cross-functional collaboration

Data-driven decision making

Education

Bachelor’s/University degree, Master’s degree preferred

Tools

Adobe Analytics

Sprinklr

Job description

Citi is seeking a VP of Marketing Effectiveness to lead measurement programs, develop analytics-driven insights, and enable optimization across marketing campaigns. You will partner with the Head of Data and Effectiveness and collaborate with brand, content, and sponsorship teams in a highly regulated financial services environment.

You will design and manage brand lift studies, ROI analyses, and dashboards, using Adobe Analytics and Sprinklr, to deliver clear insights and drive growth across