Digital Marketing Lead Analyst

Job d:

Location:

Charlotte, North Carolina, United States Salary: $ - $Category:
Professional Company:
Citi Citi is seeking a highly skilled and experienced Digital Marketing professional to lead digital marketing efforts for the Small Business organization. This role demands strategic thinking and a proven track record driving measurable growth and optimizing digital marketing efforts within a large, complex financial institution. The successful candidate will be responsible for developing, implementing, and managing comprehensive digital marketing strategies across various digital channels, focusing on maximizing customer acquisition, engagement, and retention for Small Business banking products and offers.

This involves navigating the intricate landscape of both paid and owned media challenges, driving organic discoverability through SEO and emerging GEO (Generative Engine Optimization / AI-search) capabilities, ensuring campaigns are optimized for efficiency and impact, and aligning with overall business objectives.

Candidates for this position should have experience in digital and performance marketing, preferably within the financial services or small business banking industry. A strong proficiency in data analytics and visualization tools, including Tableau and Adobe Analytics, is essential, alongside a comprehensive understanding of search engine optimization (SEO), generative engine optimization (GEO) for AI-powered search experiences, and other cutting-edge digital marketing capabilities.

The ideal candidate will also be adept at understanding the holistic digital ecosystem and the unique needs of small business owners, leveraging various technologies to achieve superior marketing performance.

Responsibilities:

Lead the development and execution of digital marketing strategies for Small Business, ensuring all campaigns are executed within the business framework and that any identified issues are managed across functions/lines of business and closed on time.

Support the exploration and development of marketing enhancements in support of our overall Small Business growth strategies.

Oversee overall campaign planning and execution from a strategic perspective utilizing advanced analytics and visualization tools (Tableau and Adobe Analytics) alongside other industry-standard digital marketing platforms and technologies.

Develop and own the Small Business organic search strategy, including search engine optimization (SEO) across on-page, technical, and content dimensions to maximize visibility, qualified traffic, and customer acquisition for Small Business products and offers.

Build and lead an emerging Generative Engine Optimization (GEO) / AI-search strategy, optimizing Citi's Small Business content for visibility and accurate representation within AI-powered search engines, chat assistants, and answer engines (e.g., generative search results and large language model responses).Partner with content, product, and web/UX teams to ensure Small Business content is structured, authoritative, and machine-readable (e.g., schema markup, structured data, entity optimization) to support both traditional SEO and AI-driven discovery.

Monitor, measure, and report on organic search and AI-search performance, tracking rankings, share of voice, citation/mention rates within generative engines, and downstream acquisition impact, and translate insights into actionable optimization roadmaps.

Stay current on the rapidly evolving search landscape — including search algorithm changes, AI-search adoption trends, and best practices — and educate stakeholders on implications for Small Business marketing.

Define and present go-to-market strategy for new Small Business journey enhancements, products, and features, partnering with digital usage and creative teams.

Develop journey marketing processes to optimize the engagement model between Digital Marketing and Small Business Journey/Product teams.

Review marketing strategies, plans and creative with Small Business Journey and Product leads at critical phases of the process.

Socialize Small Business journey enhancement roadmaps and supporting customer research.

Support digital usage teams in delivering against key Scorecard metrics, including Mobile Usage, Digital Usage, and Digital Enrollment for Small Business clients.

Monitor and report on digital customer experience issues that impact Small Business marketing and create action plans in partnership with Journey Owners to resolve. Proactive in…