The Challenge
Citi's Value Cards and Personal Installment Loans need a growth leader who can drive profitable customer acquisition at scale. You'll own the strategy and execution for Diamond Preferred and Simplicity card growth while building new fee-based revenue streams-reporting directly to a senior executive with real P&L impact.
Your Mission
Map current acquisition funnel across all channels (email, digital, branch, pre-screen) and identify 2-3 quick wins for volume or margin improvement
Establish baseline metrics for new customer acquisition cost, lifetime value, and profitability by segment and product line
Design and kick off first test-and-learn agenda with Analytics and Product teams to validate channel mix hypotheses
Build cross-functional relationships with Marketing, Risk, and Analytics teams; establish weekly cadence for performance reviews
Deliver on new customer acquisition targets for Diamond Preferred, Simplicity cards, and personal installment loans with measurable profitability improvement
Launch at least 2 new fee-based revenue streams through decline monetization (second/tertiary look providers)
Optimize email strategy to reduce send volume by 15-25% without material sales impact through segmentation and personalization
Execute comprehensive competitive intelligence report and use insights to reshape product positioning and channel strategy
KPIs You'll Own
New Customer Acquisition Volume
Monthly and quarterly new customer counts by product (Diamond Preferred, Simplicity, Personal Installment Loans) tracked against plan.
Customer Acquisition Cost (CAC) & Payback Period
Cost to acquire a customer and time to break even, measured by channel and product to ensure profitability targets are met.
Lifetime Value (LTV)
Total revenue generated per customer over their relationship, adjusted for risk and default rates.
Decline Monetization Revenue
Revenue generated from declined applicants through second/tertiary look offers and fee-based products.
Channel Mix ROI
Return on investment by acquisition channel (email, digital, branch, pre-screen) to optimize budget allocation.
Email Engagement Rate & Cost Per Acquisition
Open rates, click rates, and CPA for email campaigns; track efficiency gains from optimization.
Tools & Stack
Your Team
Your Manager
Head of Value Cards, Personal Installment Loans, and Merchant Lending
Current Team
Marketing, Analytics, Risk, Product, and Branch Operations teams across Value Cards and Personal Installment Loans portfolios
Backfill or new strategic hire for growth leadership
The Package
Salary
$180K-$240K base
Variable
Likely 20-40% annual bonus tied to acquisition targets and profitability
Remote
On-site (New York, NY) with hybrid flexibility typical for Citi director roles
Benefits & Perks
Company Intelligence
Citi is a leading global financial services company with presence in consumer banking, cards, and lending. The Value Cards and Personal Installment Loans business serves millions of US consumers seeking credit products. This role sits within a large, established division driving profitable growth in a competitive fintech and traditional banking landscape.
Founded
1812
Team Size
200000
Customers
Millions of US consumers
Culture
Large enterprise with strong risk and compliance culture; data-driven decision making with cross-functional collaboration
Is This Role For You?
- You've led customer acquisition teams at scale in financial services, cards, or lending-and have P&L accountability for growth and profitability
- You thrive building consensus across risk, product, analytics, and marketing teams in regulated, complex environments
- You're obsessed with metrics: CAC, LTV, channel ROI, and can spot optimization opportunities in funnel data
- You want to drive real strategic change at a major incumbent financial institution with resources to execute at scale
- You're looking for pure startup velocity-Citi moves with enterprise process, compliance, and risk management constraints
- You can't get energized by financial services or credit products; this requires deep domain expertise and stakeholder buy-in
- You need 100% remote; this role is on-site in New York and requires physical presence for leadership and cross-functional collaboration
Interview Process
Initial Screening
Recruiter call on growth strategy, financial services background, and leadership experience (30 min)
Hiring Manager Interview
Discussion with Head of Value Cards/Personal Installment Loans on acquisition strategy, cross-functional leadership, and P&L thinking (45 min)
Functional Interviews
Conversations with Marketing, Analytics, and Risk leaders to assess collaboration style and technical acumen (2-3 rounds, 45 min each)
Executive Interview
Senior business leader assessment on strategic vision, change management, and organizational fit (45 min)
Case Study or Working Session
Real-world acquisition strategy scenario or competitive analysis to demonstrate analytical rigor and decision-making (take-home or live exercise)
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About Growth Marketing roles
Growth marketers drive user acquisition, activation, and retention through data-driven experimentation. They sit at the intersection of product, data, and marketing — running A/B tests, building funnels, and scaling what works.