Digital Marketing Senior Analyst

This role is a critical part of Citi Wealth Marketing's evolution, demanding a blend of strategic vision, hands-on execution, and a deep commitment to Citi's core values and operational excellence. The Digital Marketing Senior Analyst will play a pivotal role in supporting the digital marketing strategy and execution for Citi Wealth, focusing on channel operations, enhancing brand presence, client engagement, and lead generation across various digital channels. This individual will be responsible for managing complex digital channels, optimizing performance, and ensuring all activities adhere to Citi's procedure, risk, control, and compliance standards within the wealth management context. Key Responsibilities: - Channel Management & Optimization: Support the performance and evolution of key digital channels, including: - Website: Support website content management, user experience enhancements, SEO/SEM initiatives, performance analysis and collaborate with tech teams for implementation and defect resolution in accordance with existing procedures. - Social Media: Support channel management, content origination, engagement strategies, asset utilization, and performance analysis, ensuring compliance with local and global policies. - Email Marketing: Support marketing email campaign operations, platform utilization, user training, and ensure compliance. - Digital Campaigns: Plan, execute, and optimize targeted digital campaigns in collaboration with regional marketing teams, allocating budget effectively based on performance data. - Marketing Web Lead Acquisition: Support the marketing web lead generation pipeline including intake, qualification, status tracking, and banker liaison (follow-ups, Q&A) to ensure seamless lead management and prevent attrition. - Performance Monitoring & Reporting: Conduct regular analysis of digital marketing activities across all digital channels, generate comprehensive reports, and communicate insights to stakeholders for continuous optimization. - Content & Brand Alignment: Work closely with content teams, designers, and branding experts to ensure digital content is compelling, on-brand, and compliant across all platforms. - Risk, Control & Compliance: Proactively assist in establishing comprehensive desk procedures and control management for digital channels to ensure all digital marketing processes and initiatives strictly adhere to Citi's policies, procedures, and regulatory requirements. Proactively identify and mitigate potential risks associated with digital activities. - Cross-Functional Collaboration: Partner effectively with internal stakeholders including Tech teams, Product Managers, Legal, ICRM, Information Security, Business Execution, and external agencies/vendors to drive project delivery and ensure seamless execution. - Team Contributions: Provide support for various additional projects and initiatives within the wider Wealth Marketing team as required. - Appropriately assess risk when business decisions are made, demonstrating particular consideration for the firm's reputation and safeguarding Citigroup, its clients and assets, by driving compliance with applicable laws, rules and regulations, adhering to Policy, applying sound ethical judgment regarding personal behavior, conduct and business practices, and escalating, managing and reporting control issues with transparency. **Qualifications:** - 5-8 yearsof progressive experience in digital marketing, preferably within the financial services industry (wealth management or banking experience is a plus). - Proven track record of effective management of digital channels for a global organization (website, social media, email, paid media). - Experience with Content Management Systems (CMS) such as Adobe Experience Manager, marketing automation platforms, CRM systems, web analytics tools, and SEO/SEM tools is a plus. - Strong understanding of digital compliance, risk management, and regulatory frameworks within a highly regulated en…