Expert
Head of Services Product Marketing
About the role
Citi Services is one of the firm's most strategically significant businesses — a $20B+ global franchise spanning Trade & Working Capital, Payments, Liquidity, Digital Assets, Issuer Services, Investor Services, and Platform Data & Services, serving Financial Institutions, Corporates, and Commercial Banking clients across 7 global regions.
The Managing Director, Head of Services Product Marketing, is the senior-most marketing leader for the Services product portfolio and a direct report to the Head of Services Marketing. This is a rare opportunity to own the full go-to-market engine for one of the most complex and fastest-growing institutional businesses in global financial services.
This leader will define and execute GTM strategy, positioning, and messaging across all five product lines and own client segment strategy for three structurally distinct buyer types. The role carries direct accountability for Marketing influenced pipeline and revenue.
What You Will Own
Go-to-Market Strategy & Product Marketing
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Define and drive integrated GTM strategy, positioning, and messaging for Trade & Working Capital, Payments, Liquidity, Digital Assets, Investor Services, Issuer Services, and Platform Data & Services
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Translate complex product capabilities into compelling, commercially oriented narratives that resonate with institutional buyers across long and short sales cycles
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Partner directly with product heads, Sales, and senior business leadership to align marketing investment to revenue priorities
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Own the product marketing roadmap and ensure all five product lines have differentiated, segment-adapted positioning in market
Client Segment Strategy
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Own buyer persona strategy, segment messaging frameworks, and campaign targeting logic for three structurally different client segments:
- Financial Institutions — relationship-driven, long sales cycles, high regulatory sensitivity
- Corporates — ROI and efficiency-focused, CFO/Treasurer as primary buyer
- Commercial Banking — internal cross-sell enablement, joint GTM with Commercial Banking marketing
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Ensure all product campaigns are adapted to the distinct buying behaviors and decision-making structures of each segment
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Own the quarterly segment insight process that feeds back into GTM strategy
Team Leadership & Organizational Development
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Lead, develop, and inspire a high-performing team of marketing professionals across product and segment disciplines
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Build a commercially oriented team culture with clear career pathways from entry-level through senior leadership
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Serve as a senior voice in the Services Marketing leadership team and a key strategic partner to the CMO
What We Are Looking For
Experience
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15+ years of progressive marketing leadership experience, with a significant portion in institutional B2B financial services, fintech, or a comparably complex global business
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Demonstrated track record of owning and delivering against revenue-influenced pipeline targets at scale ($1B+)
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Deep experience in product marketing for complex, multi-product portfolios — ideally spanning payments, trade finance, capital markets, or digital assets
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Proven ability to build and execute segment-differentiated GTM strategies for multiple buyer types simultaneously
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Experience leading and developing senior marketing teams in a matrixed, global organization
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Track record of operating as a strategic business partner to product, sales, and C-suite leadership — not just a marketing executor
Skills & Capabilities
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Exceptional ability to translate complex financial products and technical capabilities into clear, commercially compelling narratives
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Strong command of integrated marketing — from thought leadership and content strategy through digital demand generation and field activation
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Sophisticated understanding of B2B buyer journeys across institutional segments with different decision-making structures and sales cycle dynamics
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Ability to operate with authority and credibility at the C-suite and business head level — internally and with clients
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Strong analytical orientation — comfortable with pipeline attribution, influenced revenue tracking, and marketing performance measurement
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Fluency in marketing technology platforms, data-driven campaign optimization, and digital attribution methodologies
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Familiarity with AI-powered marketing tools and the ability to apply emerging technology to GTM strategy and campaign execution
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Experience managing significant program budgets ($10M+) with rigorous governance
Leadership Profile
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A builder and a player-coach — able to set strategic direction and roll up their sleeves when the business requires it
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Highly collaborative — able to navigate a dual reporting structure and build trust across a complex matrix organization
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Commercially obsessed — views marketing as a direct driver of revenue, not a support function
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Talent magnet — known for developing strong teams and creating visible career pathways for junior talent
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Calm under pressure — able to manage competing priorities across multiple product lines and client segments without losing focus on what matters most
Why This Role
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Direct revenue accountability — this is not a brand or awareness role; you will own a measurable contribution to our pipeline target
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Seat at the table — direct report to the Head of Services Marketing with visibility to the Services CEO and their ExCo and our global Chief Marketing and Content Officer; you will operate at the intersection of marketing and business strategy
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Scope and complexity — five product lines, three client segments, seven global regions, and a $20B+ business that is growing
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Transformation moment — this team has been restructured to be more commercially oriented and segment-aware; you will shape what it becomes
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Talent — you will inherit a strong team of senior leaders who are ready to be developed and elevated
About Citi Services
Citi Services encompasses Payments, Trade & Working Capital, Liquidity, and Issuer and Investor Services — serving approximately 19,000 clients worldwide, including 85% of the Fortune 500. At the heart of Citi's global network, Services operates across more than 90 countries, with a sub-custody network spanning 62 of them. Our network enables us to do business in 180 markets, generate over half of Citi's deposits, and move nearly $5 trillion every day.
Citi is an equal opportunity employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, disability, or protected veteran status.
Job Family Group:
Marketing
Job Family:
In-Business Marketing
Time Type:
Full time
Primary Location:
New York New York United States
Primary Location Full Time Salary Range:
$250,000.00 - $500,000.00
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.
Most Relevant Skills
Please see the requirements listed above.
Other Relevant Skills
For complementary skills, please see above and/or contact the recruiter.
Anticipated Posting Close Date:
Sept 04, 2026
Automated Processing and AI
We use automated processing, including artificial intelligence, for our legitimate business interests (or our reasonable and appropriate business purposes) to identify and align the candidate's skills and abilities with a specific job opening. Additionally, if you so choose, or consent, we can match your skills and abilities to other suitable roles at Citi.
Importantly, all our hiring processes and decisions, including determining your suitability for a role, are conducted, checked, and decided by individuals. Our automated processing and AI do not involve relying on automatic or autonomous decision-making. Please refer to any Jurisdictional Considerations, with specific provisions for your country (where relevant) for further details.
Illinois residents – AI Notice and Right
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.*
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