Citi VP, Brand & Marketplace Intelligence Research Manager in Long Island City, New York
Primary Location: United States,New York,Long Island City
Education: Bachelor's Degree
Job Function: Marketing
Shift: Day Job
Employee Status: Regular
Travel Time: Yes, 10 % of the Time
Job ID: 16062278
Citi, the leading global bank, has approximately 200 million customer accounts and does business in more than 160 countries and jurisdictions. Citi provides consumers, corporations, governments and institutions with a broad range of financial products and services, including consumer banking and credit, corporate and investment banking, securities brokerage, transaction services, and wealth management. Our core activities are safeguarding assets, lending money, making payments and accessing the capital markets on behalf of our clients.
Citi’s Mission and Value Proposition at http://www.citigroup.com/citi/about/mission-and-value-proposition.html explains what we do and Citi Leadership Standards at http://www.citigroup.com/citi/about/leadership-standards.html explain how we do it. Our mission is to serve as a trusted partner to our clients by responsibly providing financial services that enable growth and economic progress. We strive to earn and maintain our clients’ and the public’s trust by constantly adhering to the highest ethical standards and making a positive impact on the communities we serve. Our Leadership Standards is a common set of skills and expected behaviors that illustrate how our employees should work every day to be successful and strengthens our ability to execute against our strategic priorities.
Diversity is a key business imperative and a source of strength at Citi. We serve clients from every walk of life, every background and every origin. Our goal is to have our workforce reflect this same diversity at all levels. Citi has made it a priority to foster a culture where the best people want to work, where individuals are promoted based on merit, where we value and demand respect for others and where opportunities to develop are widely available to all.
The Research and Insights team, part of the Global Consumer Bank’s Consumer Marketing organization, is seeking a Brand and Marketplace Intelligence Research Manager who will be responsible for measuring the health of the Citi brand as well as tracking competitor and marketplace activity.
The mission of the position is to diagnose the health of the brand, uncover the levers/drivers of brand performance, and provide specific recommendations on what Citi can do to improve brand perception. The scope also includes competitor brand tracking and diagnosis so Citi can benchmark its performance. The delivered outputs receive high visibility, and are relied upon by senior executives as guideposts for sponsorship, media and creative decisions, in addition to being considered success indicators of business strategy. The outputs also frequently form part of business reviews and are included in senior management performance scorecards.
To aid in understanding the context of competitor brand performance and any significant movement in the brand metrics, the successful applicant must continually track and be aware of marketplace and competitor events (news coverage, product launches, channel optimization initiatives, etc.) and triangulate information from several sources (agencies, news articles, subscription services, white papers, social buzz, etc.) to provide linkages, where possible, back to brand performance. Where specific competitor activity (e.g. product launch) might require further investigation to enhance understanding of the impact, the research manager will have certain discretion and resources available to do so.
Lastly, the research manager will have accountability to manage key industry digital studies.
The research manager will have a lineup of different vendors that they will manage and engage with to produce the required outputs. He or she will work with vendors to ensure that the research specifications and outputs conform to stakeholder’s requirements.
A key aspect of this job will be related to socializing findings and being in continual contact with key stakeholders. This will be done in a variety of ways ranging from quarterly debriefs to senior executives, to sending weekly newsletters detailing key competitor activity; it will also include servicing ad-hoc requests such as running correlations, providing trending analysis, and ad-hoc data cuts.
Key Responsibilities of this Role Include:
1.Full accountability for managing every aspect of the Citibank North America Brand Tracker as well as Proprietary and Syndicated Digital competitive studies for all lines of businesses
2.Present research results, service ad-hoc research requests in a timely manner, and engage with stakeholders
3.Manage a variety of vendor relationships, including onboarding and testing with new partners
4.Articulate research techniques, optimization opportunities, and best practices to non-research colleagues
·5+ years research experience, some advertising/branding-related preferred
·Bachelors’ degree required
- Good presentation skills / comfortable with presenting to a wide range of audiences
·Knowledge of both qualitative and quantitative research methodologies
·Strong attention to detail
·Proven project management skills
·Experience managing research/insights vendors under tight timeframes
·Strong written and verbal communication skills
·Understanding of online research methodologies around surveys
Education and Background
Experience in Financial Services preferred
Experience managing large projects