Retail Brand & Creative Strategy

Responsibilities

• Creative SME Leadership & Design Governance: 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.
• Creative Platform Activation & Core Market Growth: 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 lifecycles.
• World-Class Agency Leadership & Briefing Mastery: 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.
• Experiential, Sponsorship & Branch Merchandising Integration: 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.

Requirements

• Education: Bachelor’s degree in Marketing, Advertising, Fine Arts, Communications, Design, or related field; Master’s/advanced degree or top portfolio school background a strong plus.

Preferred

• Master’s/advanced degree or top portfolio school background a strong plus.

Benefits

• medical, dental & vision coverage; 401(k); life, accident, and disability insurance; and wellness programs.
• paid time off packages, including planned time off (vacation), unplanned time off (sick leave), and paid holidays.