• Competitive
  • Singapore
  • Permanent, Full time
  • Citibank NA
  • 19 Jan 18

GCG - Regional Digital Partnership Marketing & Perceptual Scale Manager

GCG - Regional Digital Partnership Marketing & Perceptual Scale Manager

  • Primary Location: Singapore,Singapore,Singapore
  • Education: Bachelor's Degree
  • Job Function: Marketing
  • Schedule: Full-time
  • Shift: Day Job
  • Employee Status: Regular
  • Travel Time: Yes, 10 % of the Time
  • Job ID: 17067355


Job Purpose:
The person will have the responsibility to drive perceptual scale and digital partnerships at regional level, aligning with the Regional GCB strategy. The individual will be responsible in working on Regional Digital partnerships and implementation of Perceptual Scale to contribute to Marketing activities and campaigns across markets. The role holder also defines, develops, and executes strategies and tactics to extend Citi's digital presence beyond advertising that reaches and engages target audiences in unique, competitively differentiating ways to elevate our brand, drive consideration and intent, and bridge transactions and commerce. The role also involves extending digital partnerships to drive acquisition, usage, considerations & positive sentiment for the brand.
Key Responsibilities:
  • Perceptual Scale & Digital Partnership Development & Execution
  • Work in close partnership with regional marketing as well as other business teams if necessary to drive our digital partnerships framework & Perceptual Scale strategy
  • Evaluate & execute digital partnerships with key online partners across key consumer journeys / products by supporting communications and Targeting using Regional Playbooks
  • Work with partner agencies to design and drive next level Digital perceptual scale strategies and activities, extend more effectively across our owned, paid and earned assets to deliver KPIs and goals
  • Work with countries to help set up the overall country execution plans including budgets and agency partner management and deliver the minimum scale required to create meaningful impact in the market. Track and monitor results and share with the regional marketing / product teams.
  • Defines, develop, and execute strategies and tactics to bring Citi's products and services to life for our target audiences in unique, differentiating ways to elevate our brand, drive consideration and intent, and bridge transactions and commerce
  • Define a common measurement framework and oversee dashboard/scorecard reporting at the country, region, LOB, campaign and/or global level; and lead the development of PS assets to support regional and/or global product campaigns and launches


The ideal Candidate is to meet the following requirements:
  • Proven experience implementing PS programs and campaigns leveraging paid, owned and earned tactics across multiple social platforms
  • Strong understanding of consumer banking products and perceptual scale strategy
  • Experience working with third party agencies, vendors, partners and network development teams
  • Entrepreneurial and energetic - engaged in new trends and ideas, keeps abreast of digital innovations; ability to multi-task in a fast-paced environment and bring clarity and structure to ambiguous situations
  • Strong leadership and interpersonal skills
  • Good communication skills with different levels in the organization
  • Good team player
  • Strong influence management - ability to inspire, motivate and work with  cross-functional teams; able to win support of peers, seniors for projects