• Competitive
  • Kuala Lumpur, Malaysia
  • Permanent, Full time
  • Citibank Berhad
  • 2018-10-23

Citibank Berhad Head of Affluent Marketing

Citibank Berhad Head of Affluent Marketing

  • Primary Location: Malaysia,Wilayah Persekutuan,Kuala Lumpur
  • Education: Bachelor's Degree
  • Job Function: Marketing
  • Schedule: Full-time
  • Shift: Day Job
  • Employee Status: Regular
  • Travel Time: No
  • Job ID: 18054231


  • Lead the Affluent marketing team in driving all marketing initiatives across cross-functional businesses in Retail Bank (Citigold, Investment, Insurance, Deposits, Mortgage) and Cards (Citi Prestige, Citi PremierMiles, all Usage and Rewards programmes, and Business Cards)
  • Support the bank in its core priorities: increasing acquisitions, net new money, cards usage and loyalty redemptions, as well as defending NPS, brand awareness and preference
  • Formulate marketing strategies, build the marketing calendar and set directions for marketing campaigns within the portfolio
  • Lead the team in owning all marketing initiatives across the entire project cycle, from strategy, conceptualisation and execution, to monitoring, performance analysis and reporting
  • Build and defend the value proposition of product lines and brands within Citi, especially for Citigold and Wealth Management, via communications campaigns and the organizing or supporting of investment and partner lifestyle events, respectively
  • Advocate Citi's direction to be a digital bank and advance the bank's digital-first approach in all marketing initiatives by exploring new digital technologies, adopting new media channels and forging partnerships with digital platform owners
  • Develop and guide team members in moving with the business, supervising day-to-day operations and supporting individual development plans
  • Work closely with internal stakeholders locally and regionally across all levels to align and deliver business drivers
  • Manage relationships with external vendors, including multiple creative and media agencies, printers, etc. to uphold a high and consistent standard of work
  • Serve as the go-to person regarding matters pertaining to the adherence of compliance within the department
  • Perform quarterly and ad hoc compliance testing, monitoring and reporting in line with the bank's marketing-related controls policies and guidelines


  • 10 years of relevant working experience with a Bachelor's degree in Marketing/Commerce/Business/Economics/Management/Social Sciences
  • Must possess a strong command of English
  • Must possess a forward compatible mindset and be able to lead innovation with a progressive and agile attitude
  • Knowledgeable in digital marketing and be up-to-date in digital trends and landscapes
  • Possess great attention to detail and good interpersonal skills
  • Experience in leading and managing people and have the ability to work well with stakeholders collaboratively
  • Other required traits include being structured, analytical, able to multi-task and adhere to compliance policies