📌 Core Information
🔹 Job Title: Vice President, Digital Acquisition
🔹 Company: Citi
🔹 Location: Kowloon, Hong Kong
🔹 Job Type: Full-time, Hybrid
🔹 Category: Marketing
🔹 Date Posted: 2025-07-14
🔹 Experience Level: 5-10 years
🔹 Remote Status: On-site/Hybrid
🚀 Job Overview
Key aspects of this role include:
- Managing the full digital acquisition journey of new customers
- Driving top-of-funnel traffic through various acquisition programs
- Overseeing quality assurance in ad copies and landing pages
- Developing data-driven engagement strategies
ASSUMPTION: This role requires a strategic mindset, strong communication skills, and the ability to work effectively with multiple stakeholders.
📋 Key Responsibilities
✅ Manage the full digital acquisition journey of new customers through awareness, acquisition, and activation
✅ Drive top-of-funnel traffic through acquisition programs with partners, vendors, and organic channels
✅ Develop and implement these acquisition programs, working in conjunction with various stakeholders
✅ Influence decisions regarding vendor/agency selection, creative assets, copywriting, channel testing strategy
✅ Source and manage exposure relationships with advertising partners, ad networks, and publishers
✅ Benchmark the full conversion journey vs. competitors and identify areas to improve conversion yield
✅ Develop data-driven digital engagement and content strategy to effectively deliver Citi's franchise value to new and existing customers
✅ Own all acquisition and activation touchpoints, including landing pages, application channels, mobile app, and website modules
✅ Oversee quality assurance in ad copies, landing pages, and sitelinks pre and post launch
✅ Document and manage quality assurance and record retention as per the process manual for business audit on a quarterly basis
✅ Manage regular reporting related to acquisition and sales
✅ Appropriately assess risk when business decisions are made, demonstrating particular consideration for the firm's reputation and safeguarding Citi, its clients, and assets
ASSUMPTION: This role involves a high level of responsibility and requires strong analytical, problem-solving, and communication skills.
🎯 Required Qualifications
Education: Bachelor’s/University degree, Master’s degree preferred
Experience: 6-10 years of experience in a digital marketing or digital product role. Alternatively, similar experience with banking products and driving process change within those business units
Required Skills:
- Proven track record in digital marketing or a related field
- Strong analytical and problem-solving skills
- Excellent communication and stakeholder management skills
- Ability to storytell with numbers
- Experience with wealth, unsecured lending, or banking products (a plus)
- Experience in identifying opportunities for process reengineering and implementing them in a banking environment
Preferred Skills:
- Fluency in multiple languages
- Experience working in a global organization
ASSUMPTION: While a Master's degree is preferred, relevant work experience may be considered equivalent.
💰 Compensation & Benefits
Salary Range: HKD 800,000 - 1,200,000 per annum (Estimated based on industry standards for the role, experience level, and location)
Benefits:
- Paid Parental Leave
- Generous Paid Time Off
- Health, Dental, and Vision Insurance
- Retirement Savings Plan
- Employee Stock Purchase Plan
- Tuition Assistance
- Employee Discounts
Working Hours: Full-time, typically Monday to Friday, 9:00 AM to 6:00 PM (with flexibility for hybrid work arrangement)
ASSUMPTION: The salary range provided is an estimate based on industry standards and may vary depending on the candidate's qualifications and experience.
📌 Applicant Insights
🔍 Company Context
Industry: Financial Services
Company Size: 10,001+ employees (Global)
Founded: 1812 (Headquarters: New York, USA)
Company Description:
- Citi's mission is to serve as a trusted partner to its clients by responsibly providing financial services that enable growth and economic progress
- Citi's core activities include safeguarding assets, lending money, making payments, and accessing the capital markets on behalf of its clients
- Citi has over 200 years of experience helping its clients meet the world's toughest challenges and embrace its greatest opportunities
Company Specialties:
- Banking
- Commercial Banking
- Investment Banking
- Wealth Management
- Credit Cards
- Capital Markets
- Equity and Fixed Income Research
- Consumer Lending
- Cash Management
- Transaction Services
Company Website: http://www.citigroup.com
ASSUMPTION: Citi is a large, global financial institution with a wide range of products and services, offering numerous opportunities for career growth and development.
📊 Role Analysis
Career Level: Mid-level to Senior
Reporting Structure: Reports directly to the Head of Digital Acquisition or a similar role
Work Arrangement: Hybrid (2-3 days on-site per week)
Growth Opportunities:
- Potential to move into a management role or take on additional responsibilities
- Opportunities to work on high-impact projects and collaborate with cross-functional teams
- Access to training and development programs to enhance skills and advance career growth
ASSUMPTION: This role offers significant growth potential for the right candidate, with opportunities to make a meaningful impact on Citi's digital acquisition strategy.
🌍 Location & Work Environment
Office Type: Modern, collaborative office space with state-of-the-art technology and amenities
Office Location(s): Kowloon, Hong Kong
Geographic Context:
- Hong Kong is a major global financial hub with a vibrant economy and multicultural environment
- The Kowloon office is conveniently located near public transportation and various amenities
- The city offers a high standard of living, with excellent dining, shopping, and entertainment options
Work Schedule: Full-time, typically Monday to Friday, 9:00 AM to 6:00 PM (with flexibility for hybrid work arrangement)
ASSUMPTION: The hybrid work arrangement offers a good balance between on-site collaboration and remote flexibility.
💼 Interview & Application Insights
Typical Process:
- Online application submission
- Phone or video screening with a recruiter
- Behavioral and technical interviews with hiring managers
- Final round with senior leadership
Key Assessment Areas:
- Problem-solving skills and analytical thinking
- Communication and stakeholder management skills
- Digital marketing expertise and industry knowledge
- Cultural fit and alignment with Citi's values
Application Tips:
- Highlight relevant experience and achievements in digital marketing or a related field
- Tailor your resume and cover letter to emphasize skills and experiences that match the job requirements
- Prepare examples of successful digital acquisition campaigns you've managed and the results you've achieved
- Research Citi's digital acquisition strategy and be prepared to discuss how you can contribute to its success
ATS Keywords: Digital Acquisition, Vice President, Marketing, Hybrid, Hong Kong, Citi, Banking, Financial Services, Customer Engagement, Conversion Optimization, Data-driven Strategy
ASSUMPTION: The interview process at Citi is comprehensive and designed to assess both technical skills and cultural fit.
🛠️ Tools & Technologies
- Google Analytics
- Adobe Creative Suite
- Microsoft Office Suite
- Salesforce
- Marketo
- Social media platforms (e.g., Facebook, LinkedIn, Instagram)
ASSUMPTION: Familiarity with these tools and technologies is essential for success in this role.
👔 Cultural Fit Considerations
Company Values:
- Client-centric
- Responsible finance
- Teamwork and collaboration
- Integrity and respect
- Accountability
Work Style:
- Results-driven and focused on delivering high-quality work
- Strong team player with excellent communication and collaboration skills
- Adaptable and able to thrive in a fast-paced, dynamic environment
Self-Assessment Questions:
- Do you have a proven track record of driving digital acquisition results in a banking or financial services context?
- Are you comfortable working in a hybrid environment and collaborating with remote teams?
- Do you possess strong analytical skills and the ability to translate data into actionable insights?
ASSUMPTION: Citi values diversity and inclusion, and seeks candidates who can contribute to its collaborative and innovative work environment.
⚠️ Potential Challenges
- Managing multiple stakeholders and balancing competing priorities
- Keeping up with the latest digital marketing trends and technologies
- Working in a fast-paced, dynamic environment with tight deadlines
- Navigating a large, global organization with complex processes and structures
ASSUMPTION: These challenges can be overcome with strong communication, project management, and stakeholder management skills.
📈 Similar Roles Comparison
- This role is unique in its focus on digital acquisition within the wealth management sector of a global financial institution
- Similar roles may be found in other financial services companies or digital marketing agencies working with financial services clients
- Career progression may involve moving into a management role or taking on additional responsibilities within Citi's digital acquisition team
ASSUMPTION: This role offers a unique opportunity to work at the intersection of digital marketing and wealth management in a global financial institution.
📝 Sample Projects
- Developing and executing a targeted digital acquisition campaign for a new wealth management product
- Optimizing the conversion funnel for an existing banking product through A/B testing and user experience improvements
- Collaborating with cross-functional teams to launch a new mobile banking app and driving user adoption through targeted digital acquisition strategies
ASSUMPTION: These sample projects illustrate the range of responsibilities and the importance of collaboration in this role.
❓ Key Questions to Ask During Interview
- What are the biggest challenges facing the digital acquisition team in the next 12 months, and how can this role help address them?
- How does this role fit into the broader digital acquisition strategy for Citi's wealth management business?
- What opportunities are there for professional development and growth within this role and the broader digital acquisition team?
- How does Citi support work-life balance for its employees, particularly those in hybrid or remote roles?
- What is the team's approach to collaboration and communication, particularly when working with remote team members?
ASSUMPTION: These questions demonstrate your interest in the role and the organization, and provide valuable insights into the work environment and growth opportunities.
📌 Next Steps for Applicants
To apply for this position:
- Submit your application through this link
- Tailor your resume and cover letter to highlight your relevant experience and skills for this role
- Prepare examples of successful digital acquisition campaigns you've managed and the results you've achieved
- Research Citi's digital acquisition strategy and be prepared to discuss how you can contribute to its success
- Follow up with the recruiter one week after submitting your application to inquire about the status of your application
⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.
