Responsibilities

• Set the strategic direction for Citi Wealth's paid media function, developing sharp, insight-driven briefs that translate business ambition into clear agency direction, and challenging existing approaches to identify white space opportunities that give the business a genuine competitive edge.
• Own the end-to-end paid media plan from channel investment allocation and budget pacing through to in-flight optimization and post-campaign performance reporting, with full accountability for the quality and ambition of the output.
• Connect brand and performance marketing into a single, coherent paid media strategy, ensuring long-term brand building and short-term client acquisition are working in the same direction at all times.
• Lead the strategy of first-party data and audience signals across paid media channels, using audience intelligence to sharpen targeting, improve personalization, and drive more efficient and effective client acquisition at scale.
• Apply deep expertise across the evolving media landscape, including paid search, programmatic display, video streaming, social media advertising, and native formats, to build channel strategies that stay ahead of where audiences and platforms are moving.
• Direct Citi's integrated agency partners with authority and clarity, setting a high bar for paid media ambition and holding partners accountable to it.
• Engage and influence senior stakeholders across the business with the executive presence and credibility to shape conditions that allow great media work to happen, resolving blockers and championing the role of paid media in driving growth.
• Manage the legal and product review process for all media creative, ensuring regulatory compliance without compromising the impact or ambition of the work.

Requirements

• 15 or more years of experience in paid media (across digital, social, video, search), with a clear track record of building high-performing media functions rather than maintaining them.
• Deep strategic expertise across paid media channels, with the ability to develop integrated strategies that connect brand building and performance marketing into a single growth-oriented approach.
• Hands-on experience leading first-party data activation within a paid media context, including audience segmentation, targeting strategy, and using data to drive measurable improvements in campaign performance.
• Demonstrated command of the paid media landscape and where it is evolving, including emerging channels, audience fragmentation, and the shift toward data-driven and AI-powered media execution.
• Exceptional executive presence, with the ability to operate credibly at the most senior levels of a global organization, influence decisions, and represent the media function with authority.
• Demonstrated ability to identify and act on white space opportunities, bringing a challenger mindset to paid media strategy and a willingness to push beyond established approaches.
• Confident, senior-level communicator with the ability to influence and align stakeholders across a complex, matrixed organization.
• Bachelor's degree or equivalent university qualification.

Preferred

• Experience working in a regulated financial services or wealth management marketing environment, with familiarity navigating compliance and legal review processes without losing creative momentum.
• Experience working with premium audiences

Benefits

• Hybrid working model with 3 days in the office and 2 days working remotely, structured to support both deep strategic thinking and high-energy collaboration.
• A senior platform with real strategic influence, sitting at the heart of one of the firm's highest-priority growth businesses and shaping paid media strategy from the top.
• Access to Citi's global marketing infrastructure and integrated agency network, giving you the partnerships and resources to execute at the highest level.
• Competitive compensation and financial wellbeing benefits calibrated for a senior leadership position at one of the world's largest financial institutions.
• A performance-driven environment where ambition is recognized, great work is celebrated, and the expectation is that you will raise the bar, not maintain it.
• Ongoing senior leadership development and career growth opportunities within a business that is actively investing in its marketing capability.