Vice President, Digital Acquisition

📌 Core Information

🔹 Job Title: Vice President, Digital Acquisition

🔹 Company: Citi

🔹 Location: Kowloon, Hong Kong

🔹 Job Type: Hybrid

🔹 Category: Financial Services

🔹 Date Posted: July 14, 2025

🔹 Experience Level: 6-10 years

🔹 Remote Status: On-site with hybrid flexibility

🚀 Job Overview

Key aspects of this role include:

• Strategic digital acquisition planning and execution
• Cross-functional collaboration with various teams
• Data-driven decision making and optimization
• Risk assessment and compliance

ASSUMPTION: This role requires a balance of strategic thinking, data analysis, and stakeholder management. The successful candidate will have a strong background in digital marketing or banking products, with a focus on driving process change.

📋 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 acquisition programs, working with various stakeholders to deliver on acquisition objectives

✅ Influence decisions regarding vendor/agency selection, creative assets, copywriting, and channel testing strategy

✅ Source and manage relationships with advertising partners, ad networks, and publishers

✅ Benchmark the full conversion journey versus competitors and identify areas for improvement

✅ Develop data-driven digital engagement and content strategy to 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 required for business audit on a quarterly basis

✅ Manage regular reporting related to acquisition and sales

✅ Appropriately assess risk when business decisions are made, demonstrating consideration for the firm's reputation and safeguarding Citi, its clients, and assets

ASSUMPTION: This role involves a high level of responsibility and impact, requiring strong communication, diplomacy, and influencing skills to guide and convince others.

🎯 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, or similar experience driving process change in a banking environment

Required Skills:

• Proven experience in digital marketing or banking products
• Ability to storytell with numbers
• Strong communication and diplomacy skills
• Experience in identifying opportunities for process reengineering and implementing them in a banking environment
• Basic commercial awareness

Preferred Skills:

• Experience with wealth, unsecured lending, or banking products

ASSUMPTION: Candidates with a strong background in digital marketing or banking products, along with experience in process reengineering, will be highly valued for this role.

💰 Compensation & Benefits

Salary Range: HKD 600,000 - HKD 900,000 per annum (industry standard for a VP level role in Hong Kong's financial services sector)

Benefits:

• Paid parental leave
• Paid time off
• On-the-job training
• Volunteerism opportunities

Working Hours: Full-time, with flexible hybrid work arrangement (2-3 days on-site per week)

ASSUMPTION: The salary range provided is an estimate based on industry standards for a VP level role in Hong Kong's financial services sector. The actual salary may vary depending on the candidate's experience and qualifications.

📌 Applicant Insights

🔍 Company Context

Industry: Citi operates in the financial services sector, offering a wide range of banking and financial products and services to consumers, corporations, governments, and institutions worldwide.

Company Size: Citi is a large, global organization with over 200,000 employees worldwide, providing a dynamic and diverse work environment.

Founded: Citi was founded in 1812 and has a rich history of innovation and growth in the financial services industry.

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.
• The company's core activities include safeguarding assets, lending money, making payments, and accessing the capital markets on behalf of its clients.
• Citi has a strong commitment to privacy and follows strict data protection practices.

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: www.citigroup.com

ASSUMPTION: Citi's extensive global presence and diverse range of services provide numerous opportunities for career growth and development.

📊 Role Analysis

Career Level: This role is at the Vice President level, indicating significant experience and responsibility within the organization.

Reporting Structure: The Vice President, Digital Acquisition reports directly to the Head of Digital Acquisition and works closely with various teams, including segment, product, marketing, digital product, finance, and internal control stakeholders.

Work Arrangement: This role follows a hybrid work arrangement, with 2-3 days on-site per week, providing flexibility for work-life balance.

Growth Opportunities:

• Potential career progression to Senior Vice President or Director level roles within the digital acquisition or marketing functions
• Broad exposure to various teams and stakeholders, fostering skill development and network expansion
• Opportunities to work on high-impact projects and drive significant business outcomes

ASSUMPTION: This role offers strong potential for career growth and development within Citi's digital acquisition and marketing functions.

🌍 Location & Work Environment

Office Type: Citi's Kowloon, Hong Kong office is a modern, collaborative workspace with state-of-the-art facilities and amenities.

Office Location(s): 388 Greenwich Street, New York, New York 10013, US; 5900 Hurontario St, Mississauga, ON L5R 0B8, CA; 165 Jalan Ampang, Kuala Lumpur, Federal Territory of Kuala Lumpur 50450, MY; and other global locations

Geographic Context:

• Hong Kong is a major global financial hub, offering a dynamic and fast-paced work environment
• The city's multicultural atmosphere and vibrant lifestyle provide numerous opportunities for personal and professional growth
• Hong Kong's strategic location in Asia makes it an ideal base for working with clients and partners across the region

Work Schedule: The hybrid work arrangement allows for flexibility in managing work-life balance, with core hours typically between 9:00 AM and 6:00 PM Hong Kong time.

ASSUMPTION: Citi's Kowloon, Hong Kong office offers a modern, collaborative work environment with ample opportunities for professional growth and development.

💼 Interview & Application Insights

Typical Process:

• Online application submission
• Phone or video screening with the hiring manager
• On-site or virtual interview with the hiring manager and relevant stakeholders
• Final round interview with senior leadership
• Background check and offer extension

Key Assessment Areas:

• Digital marketing and acquisition strategy development
• Data analysis and interpretation skills
• Stakeholder management and communication
• Risk assessment and compliance
• Cultural fit and alignment with Citi's values

Application Tips:

• Highlight relevant experience in digital marketing, banking products, or process change
• Demonstrate strong analytical and problem-solving skills
• Tailor your resume and cover letter to emphasize relevant skills and experiences
• Prepare for behavioral and situational interview questions focused on digital acquisition strategies, stakeholder management, and risk assessment
• Research Citi's mission, values, and recent projects to show your enthusiasm and understanding of the organization

ATS Keywords: Digital Marketing, Acquisition Strategy, Data Analysis, Stakeholder Management, Risk Assessment, Compliance, Banking Products, Process Change

ASSUMPTION: Citi's interview process is designed to assess the candidate's strategic thinking, data analysis, and stakeholder management skills, as well as their cultural fit and alignment with the organization's values.

🛠️ Tools & Technologies

• Google Analytics
• Adobe Creative Suite
• Microsoft Office Suite
• Salesforce
• Tableau
• Google Ads
• Facebook Ads Manager

ASSUMPTION: Familiarity with these tools and technologies is essential for success in this role, as they are commonly used in digital marketing and acquisition strategies.

👔 Cultural Fit Considerations

Company Values:

• Client Centricity
• Responsibility
• Integrity
• Teamwork
• Innovation
• One Citi

Work Style:

• Collaborative and team-oriented
• Data-driven and analytical
• Strategic and forward-thinking
• Adaptable and open to change
• Results-oriented and accountable

Self-Assessment Questions:

• Do you have a proven track record of driving digital acquisition strategies and delivering results?
• Are you comfortable working with data and using it to inform decision-making?
• Can you effectively manage relationships with various stakeholders, including partners, vendors, and internal teams?
• Are you able to balance strategic thinking with a strong focus on execution and delivery?
• Do you thrive in a dynamic, fast-paced work environment, and are you comfortable with ambiguity and change?

ASSUMPTION: Candidates who demonstrate strong alignment with Citi's values and work style will be well-suited to this role and the organization's culture.

⚠️ Potential Challenges

• Managing multiple stakeholders and competing priorities
• Keeping up with the fast-paced nature of digital marketing and acquisition trends
• Balancing strategic thinking with day-to-day execution and delivery
• Navigating a large, global organization with diverse teams and cultures
• Adapting to changes in the business environment and market conditions

ASSUMPTION: These challenges require strong communication, diplomacy, and adaptability skills, as well as a strategic mindset and ability to prioritize and manage multiple tasks effectively.

📈 Similar Roles Comparison

• This role is similar to a Digital Marketing Manager or Acquisition Manager role, but with a broader scope and higher level of responsibility
• Compared to other financial services organizations, Citi offers a more global and diverse work environment, with numerous opportunities for career growth and development
• Career path progression may include roles such as Senior Vice President, Digital Acquisition or Director, Digital Marketing

ASSUMPTION: This role offers a unique opportunity to drive digital acquisition strategies and deliver results in a large, global financial services organization.

📝 Sample Projects

• Developing and implementing a new customer acquisition campaign, driving a 20% increase in new customer sign-ups within the first six months
• Optimizing ad copy and landing pages, resulting in a 15% improvement in conversion rates
• Identifying and implementing process reengineering opportunities, leading to a 10% reduction in acquisition costs

ASSUMPTION: These sample projects demonstrate the candidate's ability to drive results through strategic thinking, data analysis, and effective execution.

❓ Key Questions to Ask During Interview

• What are the key priorities for this role in the first 30-60-90 days?
• How does this role fit into the broader digital acquisition and marketing strategy for the organization?
• What are the most significant challenges facing the digital acquisition team currently, and how can this role help address them?
• How does Citi support the professional development and growth of its employees?
• What is the team structure and dynamic within the digital acquisition function, and how does this role contribute to its success?

ASSUMPTION: These questions demonstrate the candidate's interest in understanding the role's context, priorities, and opportunities for growth and development.

📌 Next Steps for Applicants

To apply for this position:

• Submit your application through this link
• Tailor your resume and cover letter to highlight relevant skills and experiences, emphasizing your background in digital marketing, banking products, or process change
• Prepare for behavioral and situational interview questions focused on digital acquisition strategies, stakeholder management, and risk assessment
• Research Citi's mission, values, and recent projects to show your enthusiasm and understanding of the organization
• 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.