• Competitive
  • Kuala Lumpur, Malaysia
  • Permanent, Full time
  • Citibank Berhad
  • 22 Apr 18

Citibank Berhad KL - Consumer Insights & Marketing Senior Manager (AVP)

Citibank Berhad KL - Consumer Insights & Marketing Senior Manager (AVP)

  • 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: 18021492


Job Purpose:
  • Ownership and management of marketing research projects and consumer insights which will help in deriving business strategies, product proposition and marketing communication effectiveness across GCB.
  • Management of the monthly Marketing Council for future campaigns discussion/endorsement and evaluation of past campaigns for improvements.
  • Management of competitors' intelligence through various channels to provide an informed view of the industry landscape.
  • Custodianship and management of key metrics and information dashboard (KPI Reporting/Perceptual Scale Metrics/Marketing Information Dashboard/Digitization Initiatives).
  •  Drive digital marketing initiatives to grow the digital channel contribution
Key Responsibilities:
  • Drive tracking studies (Brand Health Tracker), by managing the project end-to-end, from engagement with agencies and internal stakeholders, monitoring of fieldwork quality and achievement, as well as reviewing the topline reporting and full presentation of findings.
  • Review and full detailed management of tracker questionnaire designs and logic on a monthly basis
  • For consumer research related research projects, drive discussion starting from writing research brief, scoping of work, advising on methodology to final results presentation, advocating research discipline and usage of research findings to stakeholders.                                                    
  • Provide guidance to research agencies and work collaborative to prepare analysis and findings post ad- hoc research reports to stakeholders that are insightful
  • Lead the development of insights which is actionable against the defined business requirement (e.g. value proposition, consumer insights, product strategy).
  • Management of the Monthly Marketing Council where future campaigns across entire Consumer Business are debated and endorsed before go-to-market as well as evaluation of past campaigns for continuous improvement and investment optimization.
  • Review future campaign presentation, to ensure that it sufficiently meets the organization's strategy, with clear measure of success (MOS) for both perceptual scale and business objectives.
  • Capture key learning and results from all major campaigns for a Marketing Campaign Dashboard that would provide benchmark MOS, improvements, pitfalls and enhancement opportunities so that future campaigns can be better executed.
  • Maintenance of consolidated marketing calendar across entire consumer business.
  • Monthly reporting of Competitors' Activities Highlight and Reporting
  • Bi-annual analytical review on Competitors' Landscape for Senior Management Presentation
  • Management of Marketing Information Dashboard for Senior Management
  • Drive the integration of Brand Health Tracker/Affluent Tracker/Social Media Tracking/NPS
  • Drive the consolidation Perceptual Scale Metrics Reporting on a monthly basis and review for unusual trends and obtained the necessary explanation/context for in-country/regional reporting.
  • Develop  and execute the digital acquisition strategy to achieve targets and optimize performance of each online channel;
  • Ensure acquisition targets for all digital platforms are met within the agreed budget requirements


Qualifications and Competencies
  • Candidate must possess at least a Bachelor's Degree, or Professional Degree in Economics, Business Administration, Marketing, Statistics, or equivalent
  • 7 years of experience in marketing research/marketing analysis/communications, preferably in the banking industry, or equivalent
  • Strong executional skills with display of strategic thinking skills and is result oriented
  • Independent and a good team player
  • Ability to multitask and to perform under pressure
  • Strong command in written and spoken English and Bahasa Malaysia
  • Computer literate with good Microsoft skills
  • Detail oriented and strong numerical appreciation.
  • Good interpersonal skills and able to interact with people at all levels
Kuala Lumpur, Malaysia Kuala Lumpur Kuala Lumpur MY