Specialized Analytics Lead Analyst, VP - Citi Commerce Audience Analytics and Targeting

Citi is evolving its current commerce offerings and branching into new avenues of growth by offering merchants access to high value cardmembers across Citi’s digital properties and partner placements. By combining Citi’s scale, trusted customer relationships, and real purchase insights, the business delivers advertising that is relevant to customers and drives measurable, incremental impact for advertisers. We are seeking an experienced and highly skilled VP Lead Analyst to drive Audience Analytics & Targeting for the strategic Citi commerce function. This role will be critical in developing high quality targeted audiences to improve relevance and effectiveness of ads and offers in our Citi commerce business. This role will leverage data-driven insights to optimize targeting and personalization, enhance customer engagement, and identify new growth opportunities. The successful candidate will be working hands-on as a part of a team or function focused on in-depth analysis of 1st, 2nd and 3rd party data and underlying customer behaviors as well as advertiser preferences to develop audiences. This position requires a deep understanding of the Citi commerce business, digital ecosystem, strong analytical capabilities, and the ability to translate complex data into actionable business strategies. **Responsibilities:** - **Strategic Analytics Leadership:**help drive business outcomes through advanced analytics, including but not limited to: - Develops analytics roadmap for audience development and targeting to improve ad and offer relevance for core use cases such as category, conquesting, loyalty, and lifecycle audiences - Analyze audience strategy for advertiser relevance to enhance our ability to pitch to various advertisers and meet their targeting needs - Generate insights on audience composition, behavior, and performance to inform go-to-market strategy - Help identify new audience offering and custom audience opportunities based on Citi data assets and campaign learnings - Develop targeting solutions and AI/ML models to drive customer engagement - Build and integrate Gen AI capabilities to accelerate audience development and insights generation - Partner with Finance and Product teams to forecast business growth and revenue on a granular basis and track actuals versus forecast - Work in a high performing team and develop team members to drive successful outcomes - **Cross-Functional Collaboration:** Partner closely with Product Development, Sales, Ad Ops, Analytics Measurement, Marketing, and Technology teams to integrate analytical insights into product design, marketing campaigns, and business development initiatives. - **Risk and Controls Governance:** 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, as well as effectively **Qualifications:** - **Minimum Experience:** 6-10 years of progressive experience in data analytics, business intelligence, or quantitative analysis within the financial services, digital media, marketing or retail industry. - **Commerce Media Domain Expertise:** Deep understanding of the commerce or retail media landscape, including audience capabilities, revenue streams, data strategy and commercialization strategy. - **Digital Media and Marketing Expertise**: Deep understanding of digital media and marketing ecosystem, including various marketing channels, media buy models, audience activation platforms (e.g., CDPs, clean room, DSP integrations). Knowledge of key digital marketing KPIs (ROAS, Impressions, CTR, CPA etc.) - **Advanced Analytics Skills:** Proficiency in statistical analysis, predictive modeling, machine learning…