Citigroup, Inc

Head of Services Product Marketing

Citigroup, Inc • $250K — $500K *
New York, NY 10025In-Person
Finance & Insurance
11 - 15 years of experience
Today
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Job Overview by Ladders

Qualifications

  • 15+ years of marketing leadership experience in institutional B2B financial services or fintech
  • Proven track record of driving revenue-influenced pipeline targets at scale ($1B+)
  • Deep expertise in product marketing for complex, multi-product portfolios
  • Experience executing differentiated GTM strategies for diverse buyer types
  • Proficient in leading and developing marketing teams in a global organization
  • Experience as a strategic partner to product, sales, and C-suite leadership

Responsibilities

  • Define and execute integrated go-to-market strategy for multi-product services
  • Translate complex products into compelling narratives for institutional buyers
  • Collaborate with product heads and senior leadership on marketing investments
  • Own the product marketing roadmap for five distinct product lines
  • Develop client segment strategies for three different buyer types
  • Adapt campaigns to match distinct buying behaviors of client segments
  • Lead and inspire a high-performing marketing team while fostering career development

Benefits

  • Medical, dental, and vision coverage
  • 401(k) retirement plan
  • Life, accident, and disability insurance
  • Wellness programs
  • Paid time off including vacation, sick leave, and holidays
Full Job Description
About the role

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
  • 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
  • Translate complex product capabilities into compelling, commercially oriented narratives that resonate with institutional buyers across long and short sales cycles
  • Partner directly with product heads, Sales, and senior business leadership to align marketing investment to revenue priorities
  • Own the product marketing roadmap and ensure all five product lines have differentiated, segment-adapted positioning in market


Client Segment Strategy
  • 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
  • Ensure all product campaigns are adapted to the distinct buying behaviors and decision-making structures of each segment
  • Own the quarterly segment insight process that feeds back into GTM strategy

Team Leadership & Organizational Development
  • Lead, develop, and inspire a high-performing team of marketing professionals across product and segment disciplines
  • Build a commercially oriented team culture with clear career pathways from entry-level through senior leadership
  • 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
  • 15+ years of progressive marketing leadership experience, with a significant portion in institutional B2B financial services, fintech, or a comparably complex global business
  • Demonstrated track record of owning and delivering against revenue-influenced pipeline targets at scale ($1B+)
  • Deep experience in product marketing for complex, multi-product portfolios - ideally spanning payments, trade finance, capital markets, or digital assets
  • Proven ability to build and execute segment-differentiated GTM strategies for multiple buyer types simultaneously
  • Experience leading and developing senior marketing teams in a matrixed, global organization
  • Track record of operating as a strategic business partner to product, sales, and C-suite leadership - not just a marketing executor


Skills & Capabilities
  • Exceptional ability to translate complex financial products and technical capabilities into clear, commercially compelling narratives
  • Strong command of integrated marketing - from thought leadership and content strategy through digital demand generation and field activation
  • Sophisticated understanding of B2B buyer journeys across institutional segments with different decision-making structures and sales cycle dynamics
  • Ability to operate with authority and credibility at the C-suite and business head level - internally and with clients
  • Strong analytical orientation - comfortable with pipeline attribution, influenced revenue tracking, and marketing performance measurement
  • Fluency in marketing technology platforms, data-driven campaign optimization, and digital attribution methodologies
  • Familiarity with AI-powered marketing tools and the ability to apply emerging technology to GTM strategy and campaign execution
  • Experience managing significant program budgets ($10M+) with rigorous governance

Leadership Profile
  • A builder and a player-coach - able to set strategic direction and roll up their sleeves when the business requires it
  • Highly collaborative - able to navigate a dual reporting structure and build trust across a complex matrix organization
  • Commercially obsessed - views marketing as a direct driver of revenue, not a support function
  • Talent magnet - known for developing strong teams and creating visible career pathways for junior talent
  • 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
  • Direct revenue accountability - this is not a brand or awareness role; you will own a measurable contribution to our pipeline target
  • 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
  • Scope and complexity - five product lines, three client segments, seven global regions, and a $20B+ business that is growing
  • Transformation moment - this team has been restructured to be more commercially oriented and segment-aware; you will shape what it becomes
  • Talent - you will inherit a strong team of senior leaders who are ready to be developed and elevated


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

About Citigroup, Inc

Citigroup is a financial services holding company that provides financial products and services. The company operates through two segments, Global Consumer Banking (GCB) and Institutional Clients Group (ICG). The GCB segment offers traditional banking services to retail customers through retail banking, commercial banking, Citi-branded cards, and Citi retail services. The ICG segment offers various banking, and financial products and services to corporate, institutional, public sector, and high-net-worth clients. This segment provides wholesale banking products and services, including fixed-income and equity sales and trading, foreign exchange, prime brokerage, derivative services, equity and fixed-income research, corporate lending, investment banking, and advisory services, private banking, cash management, trade finance, and securities services. Citi is committed to sustainability and social responsibility, and the company invests in initiatives that promote economic progress.

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Learn more about Citigroup, Inc
Market Cap
$1.3 billion
Industry
Finance & Insurance
Net Income
$89.6 million
Founded
1812
5 Year Trend
+4.6%
NASDAQ
C
* Ladders Estimates

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