Global Head of Marketing and Client Segment Strategy recruitment
Job Title: Global Head of Marketing and Client Segment Strategy
Officer Title: Managing Director
Business: Global Transaction Services
Division: GTS Marketing
Location: New York
JOB PURPOSE:
To lead a global marketing and digital function focused on enabling the coordinated execution of business and client strategies for the Global Transaction Services business by embracing the latest technology, client and industry access channels, and communication tools to effectively engage at all levels within GTS, Citi, client organizations and the industry.
This senior leadership role requires close working relationships with key stakeholders and functional partners across the business and the company, and sound knowledge of the transaction services business and the industry that is reflected in GTS' positioning of credentials, proof-points, solutions and thought leadership to underscore strength, experience and industry leadership. Success is measured by the individual's ability to continue evolving GTS' internal and external messaging and engagement with all key stakeholders, influencers and decision-makers so as to be increasingly relevant to clients, compellingly attractive as the employer of choice to the best talent in the industry, respected as the partner of choice to our suppliers and recognized as the neighbor of choice in the communities that GTS is a part of.
RESPONSIBILITIES:
Establish Marketing Strategy
1. Own the creation and dissemination of internal and external core messaging for Global Transaction Services to:
- Embed up-to-date GTS credentials, core strategy statements and span of participation proof-points in alignment with Citi's strategy and talking points for all communications with clients, responses to RFPs, etc.
- Influence PR strategy with strategic messaging points on the business, capabilities and solutions, relevant industry and societal issues that impact the business, and engagement with the respective client segments
- Support Investor Relations activities including GTS-specific message development related to Corporate events (i.e. Ratings changes), earnings announcements, Annual Reports and analyst presentations
- Develop and manage the CEO's and the GTS ExCo's executive internal and external communications platform to: senior client contacts, regulators, financial analysts, journalists, the Citi Board of Directors, the Citi Operating Committee, franchise seniors, GTS management teams, D3 talent and all staff
- Prepare pitches for industry awards and polls that illustrate industry leadership and commitment
- Influence brand messaging and execution at a Citi-level, representing GTS' stakeholder and client perspectives; secure a seat on the GPS editorial board with a view to influencing company-wide thought leadership and positioning how company-issued materials are disseminated with GTS relevance and context to clients
- Lead engagement with Corporate Branding on all Citi-wide campaigns and initiatives to ensure GTS business needs/goals are represented
- Coordinate internal communications in support of all GTS ExCo members across the GTS business and to the wider audience across the company (ie. townhalls, quick-calls, management meetings to foster alignment with business vision, goals and priorities)
- Lead successful transition of marketing function to product and client sector focused strategy to enhance impact and mirror GTS organizational transformation
2. Lead the development of client segment marketing strategies in partnership with the respective Client Sales Management teams to enable sales origination, fuel relationship up-tiering, support deal solutioning, and win industry recognition for the various divisions of GTS
3. Partner with the business to craft communication and coordinate tactical campaigns that are executed by the respective regional teams to respond to business priorities
4. Extend strategic positioning and credentials fuelled by credible, commercially-viable business engagement on themes and agendas that matter to the company, clients and industry, ie.
- Innovation (including the communication of partnership frameworks with academia and clients; the communication of momentum by showcasing projects and initiatives at the Labs)
- Market policy and regulatory reform
- Citi for Cities (as a platform that fuels common purpose, leadership, ingenuity and responsible finance to allow Citi to be the ideal bank to key cities as they work to modernize infrastructure, achieve city-wide efficiency transformation and digitize public services to enhance social inclusion)
Marketing Execution
1. Manage the execution of marketing and communication strategies across the business through the regional marketing teams that have responsibility for:
- The management and staging of marketing events, webinars and conferences for the respective client segments
- Relationship management of key publications, conference organizations, industry associations and industry commentators that operate in the transaction services industry space for both market intelligence and 'smart' sponsorship negotiation
- Originating region or country specific thought leadership to share globally with relevant client sales management teams
- Providing deal on-boarding support, particularly for the implementation of large B2C deals across cards, payments, collections and mobile services (where the implementation-related marketing is deal-funded or product-funded)
- Fostering close working partnerships with the regional/country Public Affairs, Event Marketing and Business Services units supporting the company to ensure alignment of messaging and optimization of support.
2. The ongoing and coordinated management of the marketing calendar and budgets across client segments and regions in partnership with the business to ensure transparency of the priorities and trade-offs to spend.
Digital Channel Management
- Establish and lead GTS' internal and external digital strategy in close partnership with Global Public Affairs and Technology, encompassing digital marketing via the web and social media channels, and fully integrate channel management for knowledge sharing and social collaboration to enable the GTS Way. Responsibilities include:
- Defining web strategy and application in support of client engagement (eg. end-to-end processes to support webinar hosting for the business globally), viral and social interaction via Linked In Groups, Twitter, etc. and participation in various discussion groups and virtual spaces hosted by SWIFT and other industry bodies.
- Providing a blueprint for enterprise-wide and external social collaboration in partnership with Technology and driving user adoption and governance through an empowering owner-operator model supported by robust transformational change management.
- Staying abreast of the latest social and digital trends and introducing tools that can be practically deployed, tracked with the target audience, and are supported by practical use cases that demonstrate improvements in efficiency, productivity and sales effectiveness.
Analytics, Research and Market Intelligence
- Provide a center of excellence for the development, interpretation and proactive monitoring of client and market intelligence for the business. Responsibilities include:
- Managing client research programs that are conducted across GTS to track competitive performance (eg. Greenwich, FT Bank Image, etc.)
- Building industry intelligence capability in partnership with the business to proactively monitor and report on industry, competitor, partner and client sector developments; disseminate through the social collaboration channels (see Digital Channel Management)
- Partnering with Global Banking and the analytics teams to fully leverage the market intelligence available across the company
- Working with the business to turn various sources of data and analytics into timely, actionable insight for the sales teams globally (explore API-driven apps on the next-generation social collaboration platform as a means to take data-driven insight and value management to the next level)
Client Sector Strategy: Provide insights that contribute to and drive segment and product business plans
- Measure wallet/market share by sector, region
- Perform client sector and sub-sector analyses to identify full ecosystem needs and new opportunities
- Pricing analysis: full solution packaging, identification of opportunities to widen margins and counter threats
ICG Marketing Leadership: Provide marketing leadership across all the ICG lines of business, leveraging the resources of the GTS marketing team
- Represent the ICG at the Corporate level to ensure the priorities and needs of the Institutional Client Group are understood and included in Citi-wide initiatives
- Respond to requests for marketing services support including ads, branding, naming, collateral, online initiatives, and other needs
- Ensure alignment and coordination of marketing and branding activities across the ICG, working in partnership with the marketing leads from Markets, Banking, Private Bank, CAI, and the regional ICG marketing leads.
Business Management:
- GTS Leadership: Represent GTS at the Citi Corporate level to ensure business needs / interests are understood and accounted for in Citi-wide marketing initiatives.
- Budget: Manage the budget and planning process and oversee execution to ensure both business goals and budget commitments are met.
- Risk Management: Adhere to all Legal, Compliance and Corporate Affairs review requirements; manage all crisis communication messaging; proactive preparation to anticipate and mitigate impact of potential reputational risk issues
- Brand Management: Ensure adherence to Corporate and GTS brand guidelines across all external and internal touch points and channels
- Vendor Management: Selection and management of marketing vendors including all creative agencies; ensure adherence to all procurement guidelines
Talent Management:
- Development and refinement of organization model to reflect evolution of business strategy and facilitate executional excellence and efficiency
- Identification, development and retention of high potential staff
Skills
- Minimum of 15 years marketing management experience in transaction services or a related field
- MBA in Marketing or a BS/BA in Marketing with at least an additional 5 years of relevant marketing experience
- Strong affinity for digital technology and insight into trends and advancements with web, social media and personal hand-held application-based technology
- Documented record of success in senior marketing management positions(s) illustrating strategic business knowledge and engagement for a several billion dollar global financial services business
- Experience leading vast, global projects spanning various functions and business partners; previous experience leading a remote team without direct reporting relationships