Senior Vice President, Digital Marketing
Citi - Global Consumer Marketing & Internet Office
Develop and execute digital marketing campaigns driving credit card, bank, and mortgage acquisitions, banking service adoption and brand strength, on Citi’s U.S. consumer web sites with 35MM+ visits/month. Lead 7-member team conducting over 250 web, mobile, and email campaigns per year.
- Acquired 290M new card accounts in 2012, growing 11% YoY due to channel expansion, creative enhancement, placement optimization, and improved offer selection.
- Executed 50+ A/B and multivariate tests on targeting, offers, landing pages, creative, and copy to enhance campaign performance. Leveraged Adobe Test & Target, ad servers, and email split testing.
- Reduced citicards.com load time by 60% through asset optimization and streamlined site coding in order to improve user experience and organic search ranking.