VP of Marketing Effectiveness & Insights

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 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.