Digital Analytics Lead Digital Analytics Lead …

in Singapore
Permanent, Full time
Be the first to apply
in Singapore
Permanent, Full time
Be the first to apply
Digital Analytics Lead
Business Overview

Citi's Asia Consumer Bank serves more than 120 cities in 17 markets across Asia and Europe. Citi offers a diversified range of products ranging from retail banking, wealth management, insurance, mortgage, Citi branded cards and loans to our 17 million clients. With more than a century of enviable brand and market leadership, we are competitively well-positioned to grow a high-quality customer base that benefits most from our capabilities.

Regional Overview

Citi's Asia Consumer bank is amid a significant transformation to leverage data, digital, and mobile technologies to drive a better, more cost-effective, customer experience. Reaching our desired end-state of a forward compatible, data-driven enterprise will require significant technology, process, organizational, and cultural change. This role will be a critical role to partner with each of our business areas to leverage data and analytics to uncover and drive value.

Job Overview

Reporting directly to the Head of Marketing Analytics - APAC & EMEA, this role will lead the end-to-end digital analytics function with strong focus on mobile app channel to drive digital sales and build the best digital customer experience. This role will work closely with Regional Digital Sales & Marketing team, Digital Customer Experience team and country teams across Asia and Europe to drive all digital sales initiatives across all product lines for the Consumer Bank: Retail Banking, Wealth Management, Deposit Products, Insurance, Mortgage, Credit Cards, Personal Lending and more.

Key Responsibilities of the Role

  • Develop digital analytics sales and service strategy and roadmap, collaborate with Digital Sales & Marketing and Digital Customer Experience teams to meet annual digital sales and service target
  • Develop digital sales and service analytics framework and standardise digital performance metrics, partner with country teams to drive high adoption
  • Manage end-to-end digital sales and service journey optimization - optimize the entire journey from acquisition to landing to conversion by understanding the interaction between marketing and digital product experiences
  • Lead mobile app merchandising strategy- analysing on-site placement ads performance, feature performance to maximize sales outcomes, partner with Campaign Operation team to ensure effective rollout of offer orchestration capability across digital channels
  • Partner with Data Science team to drive digital sales through the development and implementation of next best offer recommendation model across digital channels
  • Establish and manage digital sales and service forums across the regional office and country teams to drive digital sales outcomes and ensure alignment
  • Drive client obsession analytics initiatives - identifying new proactive client trigger and client delight trigger build opportunities, manage end-to-end performance monitoring and measure business impact
  • Lead analytics initiatives to identify hidden opportunities to drive digital NPS and reduce customer complaints
  • Lead the digital data foundation project by designing single source of truth for digital activity, partner with MIS team to build digital data cube leveraging clickstream data
  • Project manage complex work streams and initiatives across marketing objectives
  • Prepare monthly executive management reporting and presentation to senior business leaders


  • 8-12 years of work experience with 5-8 of relevant experience in the data and analytics space.
  • Strong digital analytics experience, preferably 3-5 years' experience using Adobe experience cloud (Adobe Analytics, Adobe Target, Adobe Audience Manager), Salesforce Marketing Cloud or equivalent MarTech knowledge
  • Expertise in Business Intelligence, data manipulation using SAS/ SQL / Python
  • Worked with Tableau or equivalent visualization tool, obsess with using data to drive business decisions and passionate about building effective and engaging visualization.
  • Bachelor degree or above in any of the following disciplines: Computer Science, Data Science, Statistics, Economics or Business Administration
  • AI / Machine Learning, predictive modelling experience is highly regarded
  • Self-motivated and accountable - demonstrated ability to follow through to execution
  • Project management - ability to lead cross functional teams towards a common vision
  • Organized - can juggle multiple, potentially competing priorities with aplomb
  • Detail oriented - obsessed with quality
  • Superior communication - able to clearly articulate complex strategies/techniques and ideas, in both oral and written form, to senior management, with associated poise
  • Execution oriented - doesn't remain in the theoretical; is able to make choices/decisions in the name of delivering rapid business impact
  • Collaborative - easy to work with, across all levels of the organization; builds effective working relationships
  • Bias for change - actively seeks out ways to improve processes, people, etc
  • Influencing - able to influence outcomes without necessarily direct authority; experienced navigating large complex organizations to achieve results

Job Family Group:
Decision Management

Job Family:
Business Analysis

Time Type:

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