Banamex - Analista de Adobe Target - Portal Web

The Digital Content Intmd Analyst is a developing professional role. Deals with most problems independently and has some latitude to solve complex problems. Integrates in-depth specialty area knowledge with a solid understanding of industry standards and practices. Good understanding of how the team and area integrate with others in accomplishing the objectives of the subfunction/ job family. Applies analytical thinking and knowledge of data analysis tools and methodologies. Requires attention to detail when making judgments and recommendations based on the analysis of factual information. Typically deals with variable issues with potentially broader business impact. Applies professional judgment when interpreting data and results. Breaks down information in a systematic and communicable manner. Developed communication and diplomacy skills are required in order to exchange potentially complex/sensitive information. Moderate but direct impact through close contact with the businesses' core activities. Quality and timeliness of service provided will affect the effectiveness of own team and other closely related teams.

Responsibilities:

• Work with internal content partners to ensure content is serving business objectives and meeting key perfomance indicators (KPIs)
• Create content and provide oversight of the content calendar for those topics and editing of content.
• Support relevant paid/owned/earned content amplification opportunities and content distribution
• Ensure compliance with 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
• Track analytics and optimize content to ensure that traffic/engagement goals and program KPIs are being met
• Support specific partnership pilot programs and work with internal stakeholders to optimize content and distribution
• Collaborate to build a media plan with agency partners to strategically distribute content to target audiences
• Support consumer strategy and pilots, as assigned, working to partner and share learnings with global teams
• Utilize paid channels including social media and syndication partners that effectively align with content topics
• Understand and support quarterly paid media budget and manage marketing programs to determine best marketing channels for content
• Build targeted audience profiles and segments, as assigned, that strategically align with Citi produced content
• Manage retargeting strategy to reach existing Citi customers
• Demonstrate return on investment of content and provide leadership with data that supports need for ongoing content investment
• Partner with vendors to 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
• 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:

• 2-5 years of experience in content marketing, content writing/editing, and/or related experiences and internships

Education:

• Bachelors/University degree or equivalent experience

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

Descripción de puesto adicional

Descripción del Rol

El Analista de Adobe Target es responsable de operar, ejecutar y analizar pruebas y personalizaciones en el sitio web utilizando Adobe Target, con el objetivo de incrementar la conversión, optimizar la experiencia del usuario y maximizar los resultados de negocio. Trabaja en estrecha colaboración con el Especialista en Adobe Audience Manager para integrar audiencias, segmentar usuarios y aplicar estrategias de targeting dinámico.

 

Responsabilidades

• Configurar, ejecutar y monitorear A/B Tests, multivariantes (MVT) y personalizaciones dentro de Adobe Target.
• Asegurar la correcta integración con Adobe Analytics, AAM y Launch para la recolección y trazabilidad de datos.
• Coordinar con los equipos de desarrollo para la inserción de mboxes, parámetros y scripts necesarios para las experiencias.
• Colaborar con el especialista de Adobe Audience Manager en la creación y validación de segmentos de audiencia utilizados en las experiencias de Target.
• Implementar experiencias diferenciadas por comportamiento, dispositivo, canal o datos demográficos.
• Validar la calidad y activación de datos provenientes de AAM o fuentes externas.
• Analizar los resultados de las pruebas y personalizaciones (CTR, lift, convertion rate, revenue per visit, otras).
• Elaborar reportes ejecutivos y recomendaciones de optimización continua, basadas en resultados estadísticamente significativos.
• Colaborar con equipos de CRO, UX y marketing digital para identificar nuevas oportunidades de prueba.
• Mantener actualizado el catálogo de pruebas activas y finalizadas.
• Documentar la metodología, configuración, hipótesis, resultados y aprendizajes clave.  
• Garantizar el cumplimiento de estándares de privacidad y gobernanza de datos.

Formación Académica | Conocimientos Técnicos | Experiencia Laboral

• De 2 a 3 años de experiencia en análisis digital, optimización o personalización wen.
• Licenciatura o ingeniería en Marketing Digital, Sistemas, Analítica, Ciencias de datos o afines | Título profesional requerido.
• Experiencia directa en Adobe Target (obligatoria) y conocimiento de su integración con Adobe Analytics y AAM.
• Conocimientos deseables en HTML, CSS y JavaScript para interpretar o ajustar experiencias.
• Implementación de Adobe Target (A/B, MVT, Recommendations, VEC y Form-based).
• Adobe Audience Manager y Adobe Analytics para integraciones de datos.
• Excel, Power BI o Adobe Workspace para análisis de datos.
• Conocimiento básico de estadística aplicada a pruebas A/B.

Habilidades de Liderazgo

• Pensamiento analítico y enfoque en resultados.
• Comunicación efectiva con equipos técnicos y de negocio.
• Orientación a la mejora continua y curiosidad por la experimentación.
• Atención al detalle y orientación de resultados.
• Orientación a la optimización: busca continuamente mejorar resultados.
• Pensamiento analítico: interpreta datos y genera insights accionables.
• Autonomía técnica: opera herramientas con mínima supervisión.
• Curiosidad digital: explora nuevas formas de personalizar la experiencia.

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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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