Retail Brand & Creative Strategy

Are you a visionary creative leader and brand powerhouse who believes financial services can, and should, produce culture-shaping, unforgettable creative work?

Creative Authority & Standard Bearer:
Serve as the central creative authority across all US Retail businesses, executing on creative guidelines, visual standards, and brand tone-of-voice to elevate Citi's presence far above standard banking conventions.

Design & Visual Governance:
Champion uncompromising design craft across every consumer touchpoint, ensuring brand identity, creative direction, and messaging architectures are executed with immaculate precision, modern elegance, and consistency.

Critical Eye & Creative Review Rituals:
Institute rigorous creative review rituals; evaluate concepts with a sharp, discerning eye to ensure every output is not merely compliant, but strategically resonant, emotionally compelling, culturally relevant, and executed at the highest craft level.

Translating Strategy into Big Ideas:
Direct the activation and localization of the retail creative platforms, translating Retail Banking & Citigold strategic objectives, segment nuances, and core market-building initiatives into imaginative, full-funnel creative platforms.

Bold, Attention-Earning Campaigns:
Conceive and champion high-impact campaign concepts, and brand narratives that spark organic conversation, capture consumer mindshare, and drive measurable brand reappraisal and consideration.

Content Innovation & Dynamic Storytelling:
Pioneer fresh content formats, video storytelling, and digital-first narratives tailored to distinct consumer and wealth segments across their financial life cycles.

Mastery of Creative Briefing &

Coaching:

Coach and elevate the entire Retail Banking & Citigold marketing team on the authorship of inspiring, razor-sharp creative briefs that crystallize strategic challenges, unlock fresh consumer truths, and inspire world-class work from creative partners.

Agency Ecosystem & Citi Wealth Partnership:
Partner closely with the Citi Wealth & enterprise brand team, top-tier external creative, brand, digital, and production agencies. Act as a demanding yet inspiring client partner who challenges agency leadership to produce their most ambitious, award-caliber work.

Omnichannel Brand Cohesion:
Develop and deploy end-to-end brand, creative, and experiential strategies that seamlessly interconnect physical retail environments (branch merchandising and environmental branding) with digital, social, and in-person activation channels.

Physical Retail Merchandising:
Partner with branch design and merchandising leads to ensure in-branch digital displays, window takeovers, and point-of-sale collateral match above-the-line (ATL) campaign excellence.

Integrated Media Partnership:
Partner closely with dedicated internal media strategy teams and external media agencies to ensure creative assets are tailored for channel-specific best practices, audience micro-segments, and distribution algorithms.

Creative Performance Analytics:
Regularly review creative performance metrics, brand lift studies, and attribution data alongside analytics partners to continuously test, learn, and optimize creative iterations in-market.

Appropriately assess risk when business decisions are made, demonstrating particular consideration for the firm's reputation and safeguarding Citigroup, its clients and assets, by driving compliance with applicable laws, rules and regulations, adhering to Policy, applying sound et