Head of Wealth at Work Marketing, Director

The Global Head of Wealth at Work Marketing leads the brand, engagement, and communications strategy for Citi’s fastest-growing segment: employees and executives served through institutional partnerships. This is a unique opportunity to define how Citi shows up in the workplace wealth space — delivering personalized, trusted, and timely financial guidance to professionals through their employers.

This leader is responsible for designing a modern, integrated B2B2C marketing engine — one that drives visibility and adoption across partner firms while delivering tailored journeys that reflect life stage, financial needs, and behavioral triggers. From onboarding and education to engagement and loyalty, this role owns the full marketing lifecycle. It also partners closely with institutional business leads, digital teams, and the broader wealth marketing organization to bring scale, automation, and creativity to everything we do.

The ideal candidate is an innovative builder, an experienced B2B2C marketer, and a strategic partner who understands both corporate client dynamics and end-user psychology. They’re ready to shape the brand voice, messaging, and experiences for this next-generation client segment.

Responsibilities:

• Define the global marketing strategy for Citi’s Wealth at Work business, spanning brand, product, education, and client lifecycle efforts.
• Build and scale workplace onboarding and engagement campaigns — personalized by employee segment, life stage, and employer relationship.
• Partner with institutional leads to co-create marketing solutions for partner firms.
• Develop digital and content-led experiences that drive self-service, adoption, and loyalty.
• Ensure marketing strategy supports business KPIs, including new account growth, digital activation, and client satisfaction.
• Serve as the strategic marketing lead for coverage, digital, and product partners across the Wealth at Work ecosystem.
• Manage creative, content, and agency resources; lead performance tracking and optimization.
• Socialize and critically review output from the global tracking reports with regional business leadership with a view to enhancing future programs
• 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 supervise the activity of others and create accountability with those who fail to maintain these standards.

Qualifications:

• 15+ years of experience
• Experience in B2B2C marketing, preferably in financial services or employer-related channels.
• Deep understanding of client segmentation, lifecycle marketing, and digital engagement.
• Experience working with institutional partners or employer benefit platforms preferred.
• Strong storytelling, brand development, and campaign execution skills

Education:

Bachelor's/University degree, Master's degree preferred

Key Competencies:

• Strategic and innovative leader.
• Deeply client-centric with a partnership mindset.
• Skilled in navigating institutional and consumer audiences.
• Agile, adaptable, and results-driven.
• Brand-savvy and performance-minded.

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Job Family Group:

Marketing

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Job Family:

In-Business Marketing

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Time Type:

Full time

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Primary Location:

New York New York United States

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Primary Location Full Time Salary Range:

$170,000.00 - $300,000.00

In addition to salary, Citi’s offerings may also include, for eligible employees, discretionary and formulaic incentive and retention awards. Citi offers competitive employee benefits, including: medical, dental & vision coverage; 401(k); life, accident, and disability insurance; and wellness programs. Citi also offers paid time off packages, including planned time off (vacation), unplanned time off (sick leave), and paid holidays. For additional information regarding Citi employee benefits, please visit citibenefits.com. Available offerings may vary by jurisdiction, job level, and date of hire.

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Most Relevant Skills

Please see the requirements listed above.

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Other Relevant Skills

For complementary skills, please see above and/or contact the recruiter.

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Anticipated Posting Close Date:

Feb 19, 2026

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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.

 

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