Digital Marketing Lead Analyst

Citi is seeking a highly skilled and experienced Digital Marketing professional to lead digital marketing efforts for the Small Business organization. This role demands strategic thinking and a proven track record driving measurable growth and optimizing digital marketing efforts within a large, complex financial institution. The successful candidate will be responsible for developing, implementing, and managing comprehensive digital marketing strategies across various digital channels, focusing on maximizing customer acquisition, engagement, and retention for Small Business banking products and offers. This involves navigating the intricate landscape of both paid and owned media challenges, driving organic discoverability through SEO and emerging GEO (Generative Engine Optimization / AI-search) capabilities, ensuring campaigns are optimized for efficiency and impact, and aligning with overall business objectives.

Candidates for this position should have experience in digital and performance marketing, preferably within the financial services or small business banking industry. A strong proficiency in data analytics and visualization tools, including Tableau and Adobe Analytics, is essential, alongside a comprehensive understanding of search engine optimization (SEO), generative engine optimization (GEO) for AI-powered search experiences, and other cutting-edge digital marketing capabilities. The ideal candidate will also be adept at understanding the holistic digital ecosystem and the unique needs of small business owners, leveraging various technologies to achieve superior marketing performance.

Responsibilities:

• Lead the development and execution of digital marketing strategies for Small Business, ensuring all campaigns are executed within the business framework and that any identified issues are managed across functions/lines of business and closed on time.
• Support the exploration and development of marketing enhancements in support of our overall Small Business growth strategies.
• Oversee overall campaign planning and execution from a strategic perspective utilizing advanced analytics and visualization tools (Tableau and Adobe Analytics) alongside other industry-standard digital marketing platforms and technologies.
• Develop and own the Small Business organic search strategy, including search engine optimization (SEO) across on-page, technical, and content dimensions to maximize visibility, qualified traffic, and customer acquisition for Small Business products and offers.
• Build and lead an emerging Generative Engine Optimization (GEO) / AI-search strategy, optimizing Citi's Small Business content for visibility and accurate representation within AI-powered search engines, chat assistants, and answer engines (e.g., generative search results and large language model responses).
• Partner with content, product, and web/UX teams to ensure Small Business content is structured, authoritative, and machine-readable (e.g., schema markup, structured data, entity optimization) to support both traditional SEO and AI-driven discovery.
• Monitor, measure, and report on organic search and AI-search performance, tracking rankings, share of voice, citation/mention rates within generative engines, and downstream acquisition impact, and translate insights into actionable optimization roadmaps.
• Stay current on the rapidly evolving search landscape — including search algorithm changes, AI-search adoption trends, and best practices — and educate stakeholders on implications for Small Business marketing.
• Define and present go-to-market strategy for new Small Business journey enhancements, products, and features, partnering with digital usage and creative teams.
• Develop journey marketing processes to optimize the engagement model between Digital Marketing and Small Business Journey/Product teams.
• Review marketing strategies, plans and creative with Small Business Journey and Product leads at critical phases of the process.
• Socialize Small Business journey enhancement roadmaps and supporting customer research.
• Support digital usage teams in delivering against key Scorecard metrics, including Mobile Usage, Digital Usage, and Digital Enrollment for Small Business clients.
• Monitor and report on digital customer experience issues that impact Small Business marketing and create action plans in partnership with Journey Owners to resolve. Proactive in identifying customer experience pain points and opportunities.
• Manage multiple high priority projects in a fast-paced environment, demonstrating superior organizational skills, attention to detail, and adaptability.
• Partner with Mobile/Digital Container team to build out marketing infrastructure and capabilities to drive improved marketing performance for Small Business.
• Ensure that projects are effectively planned, managed and monitored.
• Partner closely across the organization with cross functional teams including journeys, products, channels, operations, decision management, marketing information management, legal, privacy, control, compliance, etc.
• Present Small Business journey enhancement updates, roadmaps and marketing recommendations to Senior Marketing leadership.
• 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 of experience in Business, Marketing/Servicing or Marketing Management, Project Management skills; Small Business or commercial banking experience preferred.
• Demonstrated customer focus and past achievement in applying a customer mindset to shape solutions and approach to realize marketplace potential and meet financial goals.
• Digital experience and analytic background required.
• Hands-on experience with SEO strategy and tools, and demonstrated understanding of (or experience with) Generative Engine Optimization (GEO) / AI-search optimization and its impact on organic discoverability.
• Familiarity with structured data/schema, content optimization, and organic search measurement across both traditional and AI-powered search experiences.
• Experience working with creative agencies for creative development/understanding of the creative agency process.
• Highly capable in driving change and innovation to deliver growth.

Education:

• Bachelor's/University degree, Master's degree preferred

This job description provides a high-level review of the types of work performed. Other job-related duties may be assigned as required.

 #LI-JR5

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Job Family Group:

Marketing

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Job Family:

In-Business Marketing

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Time Type:

Full time

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Primary Location:

NC-CHARLOTTE (BALLANTYNE)

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Primary Location Full Time Salary Range:

$107,120.00 - $160,680.00

In addition to salary, Citi’s offerings may also include, for eligible employees, discretionary and formulaic incentive and retention awards. Citi offers competitive employee benefits, including: medical, dental & vision coverage; 401(k); life, accident, and disability insurance; and wellness programs. Citi also offers paid time off packages, including planned time off (vacation), unplanned time off (sick leave), and paid holidays. For additional information regarding Citi employee benefits, please visit citibenefits.com. Available offerings may vary by jurisdiction, job level, and date of hire.

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Most Relevant Skills

Please see the requirements listed above.

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Other Relevant Skills

For complementary skills, please see above and/or contact the recruiter.

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Anticipated Posting Close Date:

Nov 20, 2026

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Automated Processing and AI

We use automated processing, including artificial intelligence, for our legitimate business interests (or our reasonable and appropriate business purposes) to identify and align the candidate's skills and abilities with a specific job opening. Additionally, if you so choose, or consent, we can match your skills and abilities to other suitable roles at Citi.

 

Importantly, all our hiring processes and decisions, including determining your suitability for a role, are conducted, checked, and decided by individuals. Our automated processing and AI do not involve relying on automatic or autonomous decision-making. Please refer to any Jurisdictional Considerations, with specific provisions for your country (where relevant) for further details.

 

Illinois residents – AI Notice and Right

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Citi is an equal opportunity employer, and qualified candidates will receive consideration without regard to their race, color, religion, sex, sexual orientation, gender identity, national origin, disability, status as a protected veteran, or any other characteristic protected by law.

 

If you are a person with a disability and need a reasonable accommodation to use our search tools and/or apply for a career opportunity review Accessibility at Citi.

View Citi’s EEO Policy Statement and the Know Your Rights poster.