Lead Analyst, Specialized Analytics

Role Overview

• Help drive business outcomes through advanced analytics, including but not limited to:
• Develops analytics roadmap for audience development and targeting to improve ad and offer relevance for core use cases such as category, conquesting, loyalty, and lifecycle audiences.
• Analyze audience strategy for advertiser relevance to enhance our ability to pitch to various advertisers and meet their targeting needs.
• Generate insights on audience composition, behavior, and performance to inform go-to-market strategy.
• Help identify new audience offering and custom audience opportunities based on Citi data assets and campaign learnings.
• Develop targeting solutions and AI/ML models to drive customer engagement.
• Build and integrate Gen AI capabilities to accelerate audience development and insights generation.
• Partner with Finance and Product teams to forecast business growth and revenue on a granular basis and track actuals versus forecast.
• Work in a high performing team and develop team members to drive successful outcomes.
• Partner closely with Product Development, Sales, Ad Ops, Analytics Measurement, Marketing, and Technology teams to integrate analytical insights into product design, marketing campaigns, and business development initiatives.
• 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 ethical judgment regarding personal behavior, conduct and business practices, and escalating, managing and reporting control issues with transparency, as well as effectively.

Requirements

• 6-10 years of progressive experience in data analytics, business intelligence, or quantitative analysis within the financial services, digital media, marketing or retail industry.
• Deep understanding of the commerce or retail media landscape, including audience capabilities, revenue streams, data strategy and commercialization strategy.
• Deep understanding of digital media and marketing ecosystem, including various marketing channels, media buy models, audience activation platforms (e.g., CDPs, clean room, DSP integrations).
• Knowledge of key digital marketing KPIs (ROAS, Impressions, CTR, CPA etc.)
• Proficiency in statistical analysis, predictive modeling, machine learning techniques, and experimental design (A/B testing).
• Experience building audience segments using 1P data, behavioral signals, and transaction data.
• Ability to connect analytical insights with business strategy, identifying opportunities and risks.
• Exceptional verbal and written communication skills, with the ability to articulate complex analytical concepts and present findings clearly and persuasively to both technical and non-technical audiences.
• Ability to translate advertiser needs into audience requirements & segmentation needs.
• Strong critical thinking and problem-solving abilities, with meticulous attention to detail.
• Experience with large-scale data platforms and tools (e.g., Snowflake).
• Experience working with first-party data and privacy-safe data environments (e.g., clean rooms, identity resolution)
• Familiarity with audience activation platforms (e.g., CDPs, clean room, DSP integrations).
• Hands-on experience on building AI/ML targeting solutions like regression and tree-based algorithms.
• Hands-on experience with business intelligence and data visualization tools (e.g., Tableau, Power BI, QlikView).

Tech Stack

• Tableau

Benefits

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