Digital Content Senior Manager - Portal Web

The Digital Content Sr. Manager accomplishes results through the management of professional team(s) and department(s). Integrates subject matter and industry expertise within a defined area. Contributes to standards around which others will operate. Requires in-depth understanding of how areas collectively integrate within the sub-function as well as coordinate and contribute to the objectives of the entire function. Requires basic commercial awareness. Developed communication and diplomacy skills are required in order to guide, influence and convince others, in particular colleagues in other areas and occasional external customers. Has responsibility for volume, quality, timeliness and delivery of end results of an area. May have responsibility for planning, budgeting and policy formulation within area of expertise. Involved in short-term planning resource planning. Full management responsibility of a team, which may include management of people, budget and planning, to include duties such as performance evaluation, compensation, hiring, disciplinary and terminations and may include budget approval.

Responsibilities:

• Partner with stakeholders across key businesses to develop content that drives business objectives and meet key pefomance indicators (kpis)
• Work with internal content partners to ensure content is serving business objectives and meeting kpis
• Own creation of Citi content for specific pillars, including oversight of the content calendar for those topics and editing of content.
• Identify relevant paid/owned/earned content amplification opportunities and manage content distribution
• Oversee business, legal and compliance review of content and imagery
• Provide recommendations with agency partners to ensure that content is engaging, accurate and optimized for search
• Review and continuously monitor analytics and optimize content to ensure that traffic/engagement goals and program kpis are being met
• Identify specific partnership pilot programs and work with internal stakeholders to optimize content and distribution
• Own marketing content and marketing programs to drive engagement and traffic through paid and owned channels (syndication, social media, newsletter).
• Build media plan with agency partners to strategically distribute content to target audiences
• Lead consumer strategy and pilots for linkedin, working to partner and share learnings with global teams
• Identify paid channels including social media and syndication partners that effectively align with content topics
• Manage quarterly paid media budget and manage marketing programs to determine best marketing channels for content
• Build targeted audience profiles and segments that strategically align with Citi produced content
• Manage retargeting strategy to reach existing Citi customers across cards and bank audiences
• Demonstrate return on investment of content and provide leadership with data that supports need for ongoing content investment
• Identify and manage key internal and external partnerships to develop innovative and differentiate content for Citi businesses
• Manage large-scale media partnerships to effectively produce content that aligns with Citi goals and deliver content to targeted audience
• Work cross-functionally to develop partnership agreements in accordance with requirements of internal stakeholders
• Manages a team of junior staff; provides guidance and training
• 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:

• 6-10 years of experience in content marketing, content strategy or related field preferably in a leadership role having influenced others

Education:

• Bachelor’s/University degree, Master’s degree preferred

This job description provides a high-level review of the types of work performed. Other job-related duties may be assigned as required.

Descripción del Rol

Es responsable de liderar la estrategia integral de experiencia digital, diseño, contenido y posicionamiento orgánico (SEO) de portal banamex.com, asegurando que cada punto de contacto del ecosistema web refleje una experiencia coherente, atractiva y optimizada para el usuario y los motores de búsqueda. El VP de Experiencia Creativa y SEO es responsable de definir la visión estética, comunicativa y técnica del sitio, dirigiendo a los equipos de Diseño, Contenido y SEO hacia la excelencia visual, narrativa y de rendimiento orgánico.

Responsabilidades

• Definir la estrategia de experiencia digital que integre creatividad, storytelling, diseño UI/UX, accesibilidad y SEO técnico.
• Alinear la propuesta visual y de contenido con la identidad institucional, los objetivos comerciales y los lineamientos de la marca.
• Supervisar la evolución del diseño del sitio y sus activos digitales, asegurando consistencia entre campañas, micrositios y experiencias omnicanal.
• Promover la innovación en formatos, interfaces y experiencias interactivas que refuercen el posicionamiento del sitio.
• Dirigir la estrategia de contenido editorial y SEO, garantizando la relevancia, autoridad y actualización de la información.
• Alinear tácticas SEO con las áreas de marketing digital, analítica y desarrollo web.
• Supervisar la creación de guías de estilo, desigh systems y componentes reutilizables en colaboración con Desarrollo Front-End y AEM.
• Impulsar la innovación visual y narrativa en las campañas y experiencias digitales, balanceando estética, funcionalidad y rendimiento para mantener el sitio de Banamex.con a la vanguardia.
• Promover una cultura basada en datos, pruebas A/B y mejora continua de la experiencia.
• Colaborar con las áreas de Analytics y CRO para evaluar impacto de cambios visuales de contenido.

Formación Académica | Conocimientos Técnicos | Experiencia Laboral

• Licenciatura en Diseño, Marketing Digital, Comunicación o afín | Título profesional requerido
• Deseable Maestría en UX Strategy, Comunicación Visual o Gestión de Marca.
• De 6 a 10 años de experiencia comprobable en entornos corporativos o financieros con proyectos de gran escala.
• Profundo entendimiento de UX/UI, SEO técnico, arquitectura de información y contenido digital.
• Familiaridad con Adobe Experience Manager y herramientas de diseño (Adobe XD, Figma, Illustrator, Photoshop).
• Conocimientos sólidos en Google Search Console, Adobe Analytics, SEMrush, Screaming Frog o equivalentes.
• Dominio de métricas de rendimiento y herramientas de medición web.

Habilidades de Liderazgo

• Liderazgo inspirador y visión estratégica.
• Capacidad para integrar disciplinas creativas, técnicas y analíticas.
• Comunicación efectiva con áreas de negocio, diseñadores, redactores y técnicos.
• Innovación y criterio estético alineado a la identidad de marca.
• Capacidad para traducir insights del usuario en acciones tangibles.

Fomentar la eficiencia operativa y colaboración fluida entre equipos creativos, de contenido y técnicos. 

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Job Family Group:

Marketing

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Job Family:

Digital & Social Media Marketing

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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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