Business Analytics Analyst-Generative AI

About CITI

Citi's mission is to serve as a trusted partner to our clients by responsibly providing financial services that enable growth and economic progress. We have 200 years of experience helping our clients meet the world's toughest challenges and embrace its greatest opportunities.

Citi Analytics and Information Management (AIM)

Citi AIM was established in 2003 and is located across multiple cities in India - Bengaluru, Chennai, Gurugram and Pune. It is a global community that objectively connects and analyzes information, to create actionable intelligence for our business leaders. It identifies fact-based opportunities for revenue growth in partnership with the businesses. The function balances customer needs, business strategy, and profit objectives using best in class and relevant analytic methodologies.

What we do?

The US Consumer Cards (USCC) – Digital Product Analytics Team is a specialized function dedicated to understanding, measuring, and improving the servicing and marketing experience across all digital platforms. We are a dynamic and data-driven team focused on accelerating digital growth, enhancing customer engagement, and driving operational efficiency. By leveraging cutting-edge analytics and Gen-AI, we identify and act on opportunities to improve the customer lifecycle, increase digital revenue, and reduce service costs. We foster a culture of continuous learning and rapid experimentation to deliver impactful digital experiences that resonate with our customers. Our mission is to leverage data and insights to make our digital platforms the preferred channels for our customers, ultimately driving revenue and efficiency.

Role Description:

The Business Analytics Analyst (C10) is a developing professional role. Deals with most problems independently and has some latitude to solve complex problems. Integrates in-depth specialty area knowledge with a solid understanding of industry standards and practices. Applies analytical thinking and knowledge of data analysis tools and methodologies. Requires attention to detail when making judgments and recommendations based on the analysis of factual information. Typically deals with variable issues with potentially broader business impact. Applies professional judgment when interpreting data and results. Breaks down information in a systematic and communicable manner. Developed communication and diplomacy skills are required to exchange potentially complex/sensitive information. Moderate but direct impact through close contact with the businesses' core activities. Quality and timeliness of service provided will affect the effectiveness of own team and other closely related teams.

Few notables among the multiple areas that we work in:

• Drive Digital Marketing, Product Sales & Engagement:
  • Develop and execute sophisticated digital marketing strategies to significantly grow digital product sales and increase customer footfall and stickiness on our platforms.
  • Analyze user behavior and campaign performance to identify new opportunities for engagement and revenue generation.
• Optimizing Digital Servicing Channels (Website & Mobile App):
  • Conduct deep-dive analyses of our website and mobile app to identify and eliminate points of friction in the customer service journey, making them more intuitive, efficient, and user-friendly.
  • Analyze customer interaction data to find opportunities to streamline the digital experience, reducing the need for customers to resort to calls or chats.
• Leverage Advanced Analytics and AI:
  • Apply Gen-AI powered analysis to enhance customer interactions, particularly in areas like Chatbot performance and personalized user experiences.
  • Design, develop, and implement advanced GenAI solutions using techniques such as prompt engineering, Retrieval-Augmented Generation (RAG), and Agentic AI models with frameworks like LangChain and LangGraph.
  • Use analytical intelligence to uncover deep insights that inform strategies for reducing our cost-to-serve and improving overall efficiency across the customer lifecycle.
• Fostering a Culture of Experimentation:
  • Lead the industrialization and enhancement of our "Test & Learn" capability, enabling the rapid design, execution, and measurement of experiments for new digital features and marketing campaigns.
  • Utilize A/B testing, multivariate testing, and other experimentation techniques to generate actionable insights and drive continuous improvement.

Responsibilities:

• Interpret complex data sets to identify significant trends, patterns, and anomalies, translating these into clear, concise, and impactful insights that support informed decision-making for business partners and senior leadership.
• Identifies and compiles data sets using a variety of tools (e.g. SQL, Python, PySpark) to help predict, improve, and measure the success of key business to business outcomes.
• Utilize statistical methods and analytical tools to extract meaningful insights from large and complex datasets.
• Responsible for documenting data requirements, data collection / processing / cleaning, and exploratory data analysis, which may include utilizing statistical models / algorithms and data visualization techniques.
• Incumbents in this role may often be referred to as Data Scientists.

Technical Skills:

• Hands-on Experience in Python, SQL & Machine Learning (ML) is a must. Experience with PySpark is preferred.
• Proficiency in GenAI technologies including prompt engineering, LangChain, LangGraph, RAG, and the development of Agentic AI.
• Familiarity with GenAI governance principles and best practices to ensure responsible and compliant AI development.
• Writing clean, efficient, and well-documented code according to design specifications and coding standards.
• Knowledge of digital marketing and Credit Card business, and industry best practices is highly beneficial.
• Experience working and collaborating with multiple stakeholders.
• Ability to guide and mentor the junior team members. Ability to build partnerships with cross-functional teams.

Qualifications:

• Bachelor's Degree with at least 3 years of working experience OR Master's Degree with 2 years of working experience.
• Ability to identify, clearly articulate and solve complex business problems and present them to the management in a structured and simpler form.
• Hands-on experience working with large, complex, unstructured dataset, data warehouses and ability to pull data using relevant programs and coding.
• Experience in working on Investment Analytics, Retail Analytics, Credit Cards, Services, Banking & Markets Financial Services be nice to have.
• Excellent communication and interpersonal skills, be organized, detail oriented, flexible, and adaptive to matrix work environment.

Preferred Qualifications:

• Experience in Python, PySpark, Hive, Impala, SQL programing will be preferred.
• Credit card Business and P&L experience would be preferred.
• Knowledge on Adobe, Test & Learn and other web analytics tool.

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Job Family Group:

Decision Management

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Job Family:

Business Analysis

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Time Type:

Full time

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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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