VP Marketing Data Science

The VP, Marketing Data Science is a highly experienced and senior role, and part of the larger Media Sciences team in the Client Org, reporting to the SVP Marketing Data Science. This role will primarily perform advanced analytics on data from the clean room, marketing data analytics, audience analytics, creative analysis, consumer journey, attribution and scenario planning. This pivotal role will be responsible for leading advanced analytics initiatives and developing sophisticated measurement models to optimize marketing spend and drive demonstrable business impact. The successful candidate will be a strategic thinker with deep expertise in data science, marketing analytics, and a proven track record of translating complex data into actionable insights for senior stakeholders. The Media Sciences team leads the transformation of Citi’s media investment and measurement, while delivering positive return on marketing investment and future-proofing our business. The team works in close partnership with US and Global Digital Media, Analytics, Acquisitions, Advertising and Product Management teams. **Responsibilities:** - Advanced Analytics: Design, develop, and implement advanced statistical and machine learning models to analyze marketing effectiveness, cross-channel attribution, audience analytics and user journey analytics. - Hands on implementation: Leverage multiple analytical approaches, tools and techniques, working on multiple data sources (media channel data, acquisitions data, revenue data, digital data,) A/B testing, incrementality studies addressing business questions through marketing lens - Utilize predictive analytics to forecast marketing outcomes, identify optimal spending levels, and inform budget allocation decisions. - Leadership and development: Translate complex business questions into analytical problems and guide the team in developing appropriate data-driven solutions. - Stakeholder communication: Communicate complex analytical concepts and data driven insights clearly and concisely to diverse audiences, including senior leadership, marketing teams, and cross-functional partners. - Operational Excellence: Oversee the end-to-end model development lifecycle, from data collection and preprocessing to model building, validation, and deployment. - Accountability: Ensure the team adheres to best practices in data science, model governance, and ethical data usage and ensure timely and effective deployment of models. - Thought Leadership: This role will serve as a subject matter expert in analytics – ability to understand complex business problems, develop analytical approaches to solve them and simplify outcomes for stakeholders. Drive ideation on analytical projects. - 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:** - 6-10 years’ experience within media measurement and analytics, preferably in financial services, client side, agency side or publisher side - Proficiency in programming languages such as Python and R, and experience with relevant data science libraries and frameworks. - Experience with big data technologies, cloud platforms, and data visualization tools (e.g., SQL, Tableau, Power BI, Dataiku). - Hands on experience working with complex structured and unstructured marketing data Experience leading predictive modeling using Machine Learning, Deep Learning/ Neural Networks across multiple projects - Strong understanding of core AI/ML concepts (e.g., RNN, LSTMs, LLMs, NLP) and ability to identify the optimal solution for any business case - Should be able to independently own and project manage workstream…