VP, Business Analytics - Digital Funnel Expansion and Optimization (Hybrid)

Company: Citigroup Inc.
Location: Atlanta
Posted on: April 5, 2025

Job Description:

About Citi Retail ServicesCiti Retail Services (CRS), with Assets of approximately $50B, is a leading provider of consumer and commercial credit card products, both private label and co-branded, to national and regional retailers and their customers across the U.S. It also provides retail industry expertise, including transaction data analytics, fully integrated marketing and loyalty programs and advanced digital capabilities. The business services over 52 million accounts for several national brands, including The Home Depot, Best Buy, Dillard's, Sears, Macy's, LL Bean, Tractor Supply Co. and Wayfair.US Personal Banking Analytics (USPBA) is a global community that is driving data driven transformation across Citi in multiple functions with the mission to deliver faster, wider, deeper, data driven insights to achieve superior decisions and financial outcomes. We are a fast-growing organization working with Citi businesses and functions across the world.Job Background / Context:USPBA / CRS New Accounts Analytics team drives performance analytics, diagnostics and drivers analysis, lead risk & opportunity identification, attribution and measurement to assess emerging trends and outlook. The team supports retail partners to assess customer journey across various touchpoints and drive omni channel strategy including, Field Sales, upper funnel digital optimization, digital adoption and sales engagement etc. The team works on solving various business challenges leveraging data and insights as tool.This position is responsible to lead digital funnel expansion and optimization leveraging digital and analytical capabilities across products, marketing, and customer experiences across 25+ iconic retail Partners like The Home Depot, Best Buys, Macy's, amongst others. This role is expected to build CRS digital engagement, experience and adoption KPIs / goals and roadmap planning along with funnel diagnostics, drivers' analysis, tactics development, financial assessment and feasibility, design of experiments and drive executional focus and alignment across teams for implementation and value realization. The key business focus areas include:

• Digital Universe Expansion: prospects universe expansion though alternate channel strategy e.g., citi.com, paid social, offline to online etc.
• Reduce Funnel Drop-offs: drive funnel efficiencies through improving submission rates, UX/CX changes and underwriting,
• Improve post approval profitability: build tactics and strategies to improve customer profitability and value through optimizing activation rates, seamless onboarding experiences, improve 1st yr sales / transactions, reduce ones and dones' etc.
• Additionally, the role is expected to drive digital marketing universe expansion and usage of digital servicing/product capabilities to market CRS product and services.The individual will be responsible and accountable to drive key financial & operational KPIs, including, but not limited to: New Credit Applications, Funnel Efficiencies metrics, Acquisitions, Sales, Credit Penetration, Wallet Share, Revenue and Net Income. This role also requires leading our offshore team of highly talented individuals.This is an ideal analytics job for curious people who love solving challenging business problems, identifying drivers and data patterns, driving data driven strategies, applying statistical techniques, leveraging digital capabilities, interacting with internal and external partners to influence business decisions in a fast-paced environment.Responsibilities:
  • Build CRS digital engagement, experience and adoption KPIs / goals and roadmap planning.
  • Lead CRS Credit Card digital new accounts / funnel performance analytics, outlook and trends to inform further strategies to increase acquisition volumes.
  • Build diagnostics frameworks and analytical insights to map underlying drivers, emerging risks and opportunities to drive growth.
  • Drive efforts on ad hoc, time sensitive exploratory data analysis, confirmatory data analysis and/or qualitative analysis to provide additional insights and context on outlooks, underlying conditions driving current acquisition outlook and trends.
  • Identifies data patterns & trends, and provides insights to enhance business decision making capability in business planning, process improvement, solution assessment, etc.
  • Coordinate data gathering from external sources to inform analysis, and ensure that data is provided to appropriate teams to drive other analytic responsibilities.
  • Cross-functional collaboration and driving programs to logic closure by identifying and rallying relevant teams, building consensus with functional and senior stakeholders and implementing recommendations.
  • Work with marketing, finance, and risk teams to optimize, enhance, and expand programs to drive new accounts application efficiency relative to retail transactions.
  • Partner with the portfolio Chief Analytics Officers to deliver analytic solutions to business initiatives. Work with local and offshore resources and provide analytic leadership and project management.
  • Support Business and Global Data Analytics functions in Audits and Business Control activities.
  • 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.
  • Document data requirements, data collection / processing / cleaning, and exploratory data analysis; which may include utilizing statistical models / algorithms and data visualization techniques.Qualifications:
    • 6-10 years of experience
    • Working experience in a quantitative field, Financial/Credit Card industry
    • Experience in Digital funnel analytics and tools such as Adobe analytics, glass-box etc.
    • Must have Demonstrated ability in data retrieving and manipulation as well as proficient analytical skills
    • Excellent analytic ability and problem solving skills
    • Proficient in Microsoft Office including excellent MS Excel skills to develop analytic presentations
    • Excellent communication and interpersonal skills, be organized, detail oriented, and adaptive to matrix work environmentEducation:
      • Bachelor's/University degree in Quantitative discipline (i.e., Engineering, Economics, Statistics, Mathematics, etc.). Graduate degree is preferredThis 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: Decision ManagementJob Family: Business AnalysisTime Type: Full timePrimary Location: Atlanta Georgia United StatesPrimary Location Full Time Salary Range: $117,440.00 - $176,160.00In 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.Anticipated Posting Close Date: Apr 20, 2025Citi is an equal opportunity and affirmative action employer. Qualified applicants will receive consideration without regard to their race, color, religion, sex, sexual orientation, gender identity, national origin, disability, or status as a protected veteran. Citigroup Inc. and its subsidiaries ("Citi") invite all qualified interested applicants to apply for career opportunities. 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 .View the poster. View the .View the .View the .
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Keywords: Citigroup Inc., Atlanta , VP, Business Analytics - Digital Funnel Expansion and Optimization (Hybrid), Executive , Atlanta, Georgia