Citi Head of Digital Sales and Marketing in Vietnam

  • Primary Location: Vietnam,Ho Chi Minh City

  • Education: Bachelor's Degree

  • Job Function: Marketing

  • Schedule: Full-time

  • Shift: Day Job

  • Employee Status: Regular

  • Travel Time: Yes, 25 % of the Time

  • Job ID: 18000253


Marketing Strategy

· Provide the strategic direction on marketing based on customer insights, competition trends &

business analytics, optimise the marketing budget to build strong top of the funnel awareness

and preference to drive revenue and profit for the bank

· Build the brand inside out and ensure that actual experience meets or exceed our external

communication. Work with the Customer Franchise head to create an over-arching brand and

communication strategy and embed into organizational culture through Corporate Affairs and

internal stakeholders

· Champion the customer voice and bring the Citi brand and value propositions to life (in

accordance with Regional and Global playbooks), to drive regional brand health and preference


· Lead strategic marketing initiatives to establish and strengthen Citi’s position within the local

market, in order to acquire prospective clients and engage the existing customer base,

· Partner with the business to build new marketing programs or adapt regional / global marketing

programs, in order to drive higher revenue and client / product profitability

Digital Strategy

· Over the next 2 years digital is slated to become a dominant channel for acquiring customers for

cards, loans and retail banking businesses. This role pertains to leading the team into that

horizon of digital domination, putting together an aggressive and scalable growth strategy and

building a framework for executing those

· Champion new, relevant partnership opportunities to increase overall sales volumes, with a focus

on partners who provide tech-led functionality, a relevant audience or mutual benefits to enhance

the customer experience while driving sales and spend volumes

· Build a testing culture within the team, focused on increasing online conversions by delivering

optimized and personalized application journeys

· Identify new ad-tech opportunities and embed agreed ad-tech tools to work with big data,

optimize media buying, approval rates, CPA indicators and performance of owned assets.

Digital Media

· Drive diversification and optimization across all digital channels to optimize ROI; track individual

channel profitability to underpin optimal allocation of marketing budget

· Grow online acquisition through effective targeting, creative, channel, partner and vendor


· Build relationships with key media platforms and aggregators to scale up acquisition

· Develop a continual optimization strategy for key owned assets including Citibank Online and

campaign landing pages

· Ensure that a ‘Mobile First’ mindset is implemented across the team and with creative agencies

· Lead process improvement and innovation across digital campaign management and fulfilment.

Budget, Metrics & Reporting

· Establish KPIs and measurement benchmarks for the Digital Sales team, ensuring that positive

ROI is returned on media investment

· Develop metrics and post implementation reviews for each campaign and work through with

stakeholders to continuously improve on the quality of each campaign and inform future


· Ongoing monitoring of competitor and market trends to drive in-house and agency innovation

· Prudently manage the marketing budget, including accruals and invoicing

Stakeholder Management & Liaison

· Work closely with the Telesales team to develop an in-depth understanding of their channel,

needs and obstructions in order to improve conversion rates and turnaround times

· Obtain analysis and insights from Decision Management to drive continual improvement in

targeting and campaign results

· Work closely with the Customer Experience team to garner insights from complaints, NPS


· Ensure alignment of the digital strategy with broader Customer Franchise strategies e.g.

marketing playbooks and product positioning

· Work closely with media and creative agencies to execute campaigns, with a focus on creativity,

quality and cost

· Build and maintain effective relationships with all internal stakeholders, including Compliance,

Product, Legal, CitiPhone, and Corporate Affairs to build a strong digital sales foundation.

· Effectively engage and manage 4 direct reports, removing roadblocks to ensure delivery of

business results

· Others as assigned by line manager


· Tertiary qualified in marketing or related discipline

· 7+ years in marketing, with a deep understanding of the digital marketing landscape

· Digital analytics experience an advantage

· Strong communication skills in English and Vietnamese

· A natural leader: someone who can partner with cross-franchise teams and external partners to

drive the digital transformation, and lead a high performing team

· Creativity, initiative and drive: an advocate for innovative thinking, cultural development, with a

results mindset

· Ability to influence others and obtain buy-in for projects

· Ability to manage multiple marketing campaigns and activities in a fast-paced environment

· Ability to think independently, analytically and logically

· Ability to work well in a multidisciplinary team environment, supporting multiple businesses and

developing collaborative relationships to achieve business goals

· Ability to effectively communicate with own team, internal stakeholders, suppliers and key

stakeholders to deliver high quality business outcomes

· Ability to adapt to change in a fast-paced environment

· Passionate about continuous learning, keep abreast of industry development in digital

marketing, ad technology and digital innovation