BANAMEX Digital Manager

The Digital Content Sr. Manager accomplishes results through the management of professional team(s) and department(s). Integrates subject matter and industry expertise within a defined area. Contributes to standards around which others will operate. Requires in-depth understanding of how areas collectively integrate within the sub-function as well as coordinate and contribute to the objectives of the entire function. Requires basic commercial awareness. Developed communication and diplomacy skills are required in order to guide, influence and convince others, in particular colleagues in other areas and occasional external customers. Has responsibility for volume, quality, timeliness and delivery of end results of an area. May have responsibility for planning, budgeting and policy formulation within area of expertise. Involved in short-term planning resource planning. Full management responsibility of a team, which may include management of people, budget and planning, to include duties such as performance evaluation, compensation, hiring, disciplinary and terminations and may include budget approval.

Responsibilities:

• Partner with stakeholders across key businesses to develop content that drives business objectives and meet key pefomance indicators (kpis)
• Work with internal content partners to ensure content is serving business objectives and meeting kpis
• Own creation of Citi content for specific pillars, including oversight of the content calendar for those topics and editing of content.
• Identify relevant paid/owned/earned content amplification opportunities and manage content distribution
• Oversee business, legal and compliance review of content and imagery
• Provide recommendations with agency partners to ensure that content is engaging, accurate and optimized for search
• Review and continuously monitor analytics and optimize content to ensure that traffic/engagement goals and program kpis are being met
• Identify specific partnership pilot programs and work with internal stakeholders to optimize content and distribution
• Own marketing content and marketing programs to drive engagement and traffic through paid and owned channels (syndication, social media, newsletter).
• Build media plan with agency partners to strategically distribute content to target audiences
• Lead consumer strategy and pilots for linkedin, working to partner and share learnings with global teams
• Identify paid channels including social media and syndication partners that effectively align with content topics
• Manage quarterly paid media budget and manage marketing programs to determine best marketing channels for content
• Build targeted audience profiles and segments that strategically align with Citi produced content
• Manage retargeting strategy to reach existing Citi customers across cards and bank audiences
• Demonstrate return on investment of content and provide leadership with data that supports need for ongoing content investment
• Identify and manage key internal and external partnerships to develop innovative and differentiate content for Citi businesses
• Manage large-scale media partnerships to effectively produce content that aligns with Citi goals and deliver content to targeted audience
• Work cross-functionally to develop partnership agreements in accordance with requirements of internal stakeholders
• Manages a team of junior staff; provides guidance and training
• 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 supervise the activity of others and create accountability with those who fail to maintain these standards.

Qualifications:

• 6-10 years of experience in content marketing, content strategy or related field preferably in a leadership role having influenced others

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.

Descripción del Rol

El VP de Ventas Online & CRO es responsable de liderar la estrategia comercial en los canales digitales (e-commerce, marketplaces, apps), impulsando el crecimiento de ingresos, la adquisición y retención de clientes, así como la innovación en la experiencia digital de compra para los usuarios. Debe impulsar estrategias de mejora continua y garantizar que las decisiones comerciales se fundamenten en modelos analíticos robustos. Sus funciones incluyen definir una visión clara para el equipo, capacitarlo, analizar el mercado con herramientas digitales y colaborar en la creación y seguimiento de campañas de marketing digital para alcanzar objetivos de ventas y crear conciencia de marca. Responsable de alinear las iniciativas digitales con los objetivos del Banco, garantizando la rentabilidad y competitividad.

 

Responsabilidades

• Definir y ejecutar la estrategia integral de ventas online de diversos productos y roadmap de Mejora continua & CRO.
• Liderar la expansión de canales y productos.
• Establecer y monitorear KPIs de conversión, ingresos y rentabilidad digital.
• Supervisar programas de AB Tests multivariantes y análisis de usabilidad para elevar el performance de los funnels de venta y del sitio web.
• Colaborar con áreas de marketing digital, producto, TI y finanzas para garantizar el cumplimiento de los objetivos comerciales.
• Impulsar proyectos de omnicanalidad, asegurando el cumplimiento de las ventas.
• Supervisar y acompañar a los Product Owners, garantizando entendimiento, formación, motivación y cumplimiento de los objetivos de metas.
• Asegurar el cumplimiento de normativas y mejores prácticas en canales digitales.
• Representar la visión de ventas online en comités directivos y con stakeholders.
• Identificar cuellos de botella en el journey digital y optimizar puntos de fricción.
• Desarrollar iniciativas de optimización en funnels de conversión (desde adquisición hasta retargeting)

Formación Académica &/o Conocimientos Técnicos

• Licenciatura en Administración, Marketing, Negocios, Economía o afín.
• Posgrado o Maestría en Marketing Digital o Transformación Digital (deseable).
• Estrategias de e-commerce, performance marketing y CRM.
• Analítica digital avanzada (Adobe Analytics, Google Analytics, BI tolos)
• Omnicanalidad y experiencia de cliente digital.
• Modelos de atribución, optimización de funnels de conversión, CRO.
• Negociación con marketplaces, fintechs, socios estratégicos.
• Conocimiento de productos bancarios (Tarjetas de crédito, Cuentas de débito, Seguros, Créditos)
• Manejo de indicadores de desempeño (% ingresos anual, % de participación de canales digitales en las ventas totales, Customer Acquistion Cost & Customer Lifetime Value, Convertion Rate, Net Convertion Rate.
• Conocimiento de metodologías de CRO, CRISP-DM

 

Experiencia Laboral & Habilidades de Liderazgo

• Entre 6 y 10 años de experiencia en ventas, marketing digital o e-commerce y experiencia en liderazgo ejecutivo
• Historial comprobado en crecimiento de ventas digitales y gestión de equipo multidisciplinarios.
• Visión estratégica y de innovación. Orientación a resultados con mentalidad data-driven
• Comunicación ejecutiva y capacidad de influencia
• Liderazgo inspirador y gestión de grandes equipos.
• Negociación con áreas de negocio estratégicas.
• Capacidad para guiar al equipo hacia objetivos claros y tomar decisiones estratégicas. Habilidad para comunicarse de manera persuasiva y clara a través de los canales digitales, adaptándose al contexto de cada plataforma
• Manejar al equipo con empatía y firmeza, manteniendo una buena dinámica de trabajo.

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Job Family Group:

Marketing

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Job Family:

Digital & Social Media Marketing

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Time Type:

Full time

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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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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.

 

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