Role Overview :

We are seeking a highly analytical and detail-oriented Senior Digital Analytics Specialist to join our digital marketing and product team. In this role, you will be responsible for tracking, analyzing, and reporting on digital user behavior across our web and mobile platforms. You will play a critical role in translating complex datasets into actionable insights that drive user acquisition, engagement, and conversion optimization. Core

Focus Areas

• Clickstream Analytics: Must-Have: Extensive, hands-on experience with clickstream data collection, analysis. Must possess deep expertise in tracking user behavior, defining custom events, managing tag implementations (via Google Tag Manager or Adobe Launch), and translating raw clickstream data into comprehensive user journey maps and behavioral insights.

• SEO-Related Analytics: Organic Performance Tracking: Proven track record of monitoring and analyzing organic search performance, keyword rankings, and search visibility using enterprise SEO tools to identify optimization opportunities and drive organic traffic growth.

• SEM-Related Analytics: Paid Search Campaign Optimization: Deep expertise in tracking, analyzing, and optimizing paid search campaigns (Google Ads, Bing Ads) by evaluating key performance indicators (KPIs) such as Cost Per Click (CPC), Click Through Rate (CTR), Cost Per Acquisition (CPA), and Return on Ad Spend (ROAS).

• A/B Testing & Attribution Modeling: Experience in conducting multi-variable A/B testing for ad copy, landing pages, and bidding strategies, utilizing advanced attribution modeling to allocate SEM budgets effectively across campaigns and maximize conversion rates. • Digital Offer Test Design: Proven experience in designing robust experimental frameworks (including A/B, multivariate, and fractional factorial testing) specifically tailored for digital offers, promotions, and personalized incentives across web and mobile channels.

• Digital Offer Evaluation & ROI Analysis: Strong capability to evaluate the performance of digital offers by analyzing redemption rates, incremental lift, customer acquisition costs (CAC), and long-term customer lifetime value (LTV) impact.

• Campaign Testing & Optimization: Expertise in setting up, executing, and analyzing digital marketing campaign tests (including email, push notifications, and in-app banners) to optimize open rates, click-through rates, and downstream conversions.

• Control Group Methodology: Proficiency in establishing and maintaining clean holdout and control groups across digital campaigns and offer distributions to accurately measure true incremental lift and prevent audience fatigue.

• Post-Login Behavioral Analytics: Deep experience analyzing user behavior within secure, authenticated (post-login) digital environments, tracking feature adoption, portal engagement, self-service completion rates, and identifying friction points in the post-login customer journey.

• Authenticated Experience Personalization: Ability to leverage post-login customer profile data and behavioral history to evaluate personalized dashboard experiences, targeted post-login offers, and account management workflows.

• Small Business & Mortgage Analytics: Providing deep-dive analytics to support product development, identify market opportunities, and drive portfolio growth within the Small Business and Mortgage sectors.

Responsibilities:

• Lead analytics to deepen core areas for Retail Bank business through different analytical solutions to enhance productivity and build highly customized solutions.

• Identify potential market and market trends to enable agility and drive strategic changes in "how we Acquire and Engage" with our customers. • Ensure solutions meet stringent compliance, security, and performance management standards.

• Design and implementation of DOEs for in-depth understanding of customer sensitivities to new offer and outreach channels. Drive the philosophy of right product at right time for our customers.

Provides actionable overall market and customer insights to address key strategic questions for Retail Bank products and understands the campaign management domain | KPIs | ROI | Channels.

• Responsible for analyzing the performance of campaign, ad-hoc analytic requests, and providing recommendations for increasing campaign profitability.

• Analyzes external and internal customer data using Hive, Python, Excel etc. to identify areas of opportunity across Retail bank customer lifecycle.

• Evaluates customers’ online/offline behavior and provide insights and recommendations for further enhancements to the targeting strategy.

• Responsible for performance forecasting of campaigns/products for the short-term and long-term cohorts, backed up by data and business justifications.

• Work closely with Marketing, Pricing and Decision Management teams to drive revenue and growth for Retail Bank products and influence decision based on data behavior.

Skillsets Required

• Minimum of 4+ Years hands on experience in BA • Mastery of Python, Hive/SQL.

• Preferred experience in marketing research, statistical or data analysis. • Good communication skills (both verbal and written) and ability to work with cross functional partners and team members.

Qualifications • Overall, 2 yrs of Experience with Master's degree or 4 years with Bachelor’s degree preferred in Computer Science, or a related quantitative field.

------------------------------------------------------

------------------------------------------------------

------------------------------------------------------

------------------------------------------------------

------------------------------------------------------

------------------------------------------------------

Citi is an equal opportunity employer, and qualified candidates will receive consideration without regard to their race, color, religion, sex, sexual orientation, gender identity, national origin, disability, status as a protected veteran, or any other characteristic protected by law.

If you are a person with a disability and need a reasonable accommodation to use our search tools and/or apply for a career opportunity review Accessibility at Citi.
View Citi’s EEO Policy Statement and the Know Your Rights poster.