Citi GCG - Regional Head of Customer Insights in Singapore, Singapore

  • Primary Location: Singapore,Singapore,Singapore

  • Education: Bachelor's Degree

  • Job Function: Product Management

  • Schedule: Full-time

  • Shift: Day Job

  • Employee Status: Regular

  • Travel Time: Yes, 10 % of the Time

  • Job ID: 17002567


Citi's Global Consumer Bank serves more than 100 million customers in the fastest-growing cities in 24 countries worldwide.

The Global Consumer Bank (GCB) operates four geographical business lines — Branded Cards, Retail Services, Retail Banking and Commercial Banking — in Citi's three regions: Asia & Europe, Latin America and North America. With more than a century of enviable brand and market leadership in markets including the U.S., Mexico and Asia, GCB is competitively well-positioned to grow a high credit quality customer base that benefits most from our global capabilities. Citi is the world's largest credit card issuer, with more than 138 million accounts, $363.9 billion in annual purchase sales and $133.2 billion in average receivables across Citi Branded Cards and Citi Retail Services.

Citi provides exceptional financial services and products direct to the customer to meet their needs of today and beyond. The Asia Head of Customer Insights is a great opportunity for the right candidate to lead a customer driven organisation in developing a quality insights strategy to help drive retention and acquisition of customers throughout Asia Pacific. We are eager to add talented people with the right attitude to drive change and progress within Citi.

At Citi, our customer is at the core of everything we do. Understanding the needs and motivations of consumers is key to driving our business strategy, and Consumer Insights is central to making that happen. We are looking for a Head of Consumer Insights to take insights to the next level at Citi. You will be responsible for developing & managing a leading-edge insights team that supports the diverse needs of our business across channels and geographies.

You will act as a thought leader and partner to peers across the region, providing customer-driven perspectives to move the business forward.

The Customer Franchise Management (CFM) organisation is comprised of four pillars: Decision Management, Customer experience, Digital Products & Marketing. The mission of CFM is to accelerate Citi’s transition to becoming a ‘mobile first bank’, whilst delivering an excellent customer experience across all customer channels.

Roles and Responsibilities:

  • Lead the Market Research and Insights team across the 17 countries to deliver customer led insights which can be translated into commercial action planning

  • Work with the lines of business to deliver a thorough understanding of consumer behaviour and choice. Help to drive engagement with customers, by delivering relevant and contextual insights to our sales and marketing teams

  • Work with the Global teams to deploy brand research and market intelligence surveys across the region, undertaking research which helps develop consumer insights and allows us to understand customer behaviour

  • Generate consumer insights which inform the innovation and product development process, enabling us to build greater engagement and loyalty with our customer base

  • Contribute to brand, sales, marketing and product strategy formulation as well as supporting the development of key strategic initiatives for lines of business

  • Build and maintain relationships with key stakeholders across the business

  • Partner with the group data management function to ensure our data encompasses and reflects insight-led behavioural drivers

  • Distill complex research or analysis into simple and compelling recommendations for management

  • Develop an insights strategy to obtain the best insights from our multiple sources of insights which includes brand research, market intelligence, real time digital experience research, consumer panels, NPS and customer complaints

  • Work with external vendors and research partners to define scope, questionnaires, segments, scripts etc.

  • Deliver actionable insights from NPS to enable journey improvements to the business

  • Responsible for Regional CX Metrics delivery and trends and analysis to senior management

  • Lead the NPS Bottom Up programme on the Medallia platform, in partnership with the Global team and markets

  • Create and deploy common closed loop processes for the NPS Bottom up programme

  • Provide real-time NPS information alerts to the Regional CX Journey and Service Improvements team to feed into the design process

  • Characteristics we’re looking for:

  • A champion for insights. Someone who fosters strong relationships across the organisation and sets up Insights as a valued partner with a seat at the table

  • Deeply insightful, always pushing to ask hard questions to find differentiated insights from data and research

  • Strong understanding of product, project and time management skills with a numerical background with applied business knowledge

  • Ability to glean clear, salient ideas from complex information and very clearly communicate them to a diverse set of stakeholders in a way they will understand and inspires others

  • A highly dynamic thinker. Someone who can push insights and drive them into original ideas, while also being a structured, analytical problem solver

  • A demonstrated ability to drive insights into business impact

  • Ability to be creative with resources to maximize business impact

  • A passion and strong understanding for digital market research methods, data management, warehouse structures and interface processes



Technical Skills:

  • Strong understanding of data management aspects, GCG Data warehouse structures and file interface processes

  • Strong Product, Project and Time management skills

  • Strong numeracy skills

  • Knowledge of the Financial Services industry

  • Strong understanding of business products and process

  • Proven project management skills

  • Strong track record of managing large scale cross functional projects on a global basis

  • Business Degree is advantageous

  • 10+ years of experience in market research at a leadership level