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AVP, Digital Origination role at Citi – lead digital acquisition, campaign management and conversion optimisation in a fast‑paced environment.
Join a global team of 219,000 at Citi and drive client growth through data‑driven strategies while collaborating across cross‑functional teams.
Discover your future at Citi
Working at Citi is far more than just a job. A career with us means joining a team of approximately 219,000 dedicated people from around the globe. At Citi, you’ll have the opportunity to grow your career, give back to your community and make a real impact.
Job Overview
The Digital Origination AVP is responsible for driving new‑to‑bank client growth, expanding target customer segments, and delivering digital sales through data‑driven acquisition strategies, campaign management, and funnel optimisation. The role focuses on scaling digital acquisition channels to drive client growth, maximizing performance, leveraging customer insights and analytics to improve conversion outcomes, and partnering with cross‑functional teams and external partners to deliver business objectives in an agile environment.
Key Responsibilities
- Develop and execute high‑impact digital acquisition strategies to drive quality new‑to‑bank client growth, achieve digital sales targets and grow revenue
- Plan and launch integrated digital campaigns, leveraging data and customer insights to maximize conversions and drive acquisition efficiency across paid, owned, and partner channels
- Manage and optimize media performance campaigns and the end‑to‑end customer acquisition funnel, identifying and addressing customer journey friction points and process inefficiencies to improve conversion outcomes
- Analyze performance metrics, including conversion rates, cost per acquisition (CPA), lead management effectiveness, funnel and channel performance, and translate insights into actionable recommendations
- Segment and identify audiences to engage high‑propensity customer segments, enabling more effective targeting and lead generation
- Build and maintain dashboards, reporting frameworks, and tracking mechanisms to provide timely visibility into acquisition performance and support data‑driven decision‑making
- Drive testing and optimization initiatives to improve performance, conversion rates, and online customer experience, while ensuring accurate funnel tracking, attribution, and measurement
- Enhance digital experiences through customer journey design, content commercialization, and discoverability initiatives
- Partner with cross‑functional teams, including Scrum and project teams, to drive agile delivery through collaboration with stakeholders
Required Competencies
- Strong understanding of digital acquisition, customer journeys, conversion funnels, and campaign performance optimisation
- Proficient in data analysis, dashboard development, and the use of MarTech and analytics platforms, including Adobe Analytics. Ability to translate data into actionable plans that drive business outcomes
- Adaptable and flexible, with proven ability to influence and collaborate effectively across multiple stakeholders and cross‑functional teams
- Strong analytical and problem‑solving skills, with a growth mindset and the ability to overcome challenges in a dynamic environment
- Ability to thrive in fast‑paced environments and effectively manage multiple priorities
Qualifications
Bachelor's/University degree or equivalent experience
6–10 years of relevant experience; experience in financial services, digital commerce, or related industries would be advantageous
This job description provides a high‑level review of the types of work performed. Other job‑related duties may be assigned as required.
Job Family Group
Marketing
Job Family
Digital & Social Media Marketing
Time Type
Full time
Most Relevant Skills
Please see the requirements listed above.
Other Relevant Skills
For complementary skills, please see above and/or contact the recruiter.
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