Citi Ads, Revenue & Audience Strategy Lead

Commerce media is one of the fastest-growing segments in advertising, and Citi is bringing its powerful assets to launch a new media offering. With 70MM+ cardmembers, 6.5 billion annual transactions, and visibility across 700+ merchant categories, Citi has the scale, the trust, and the data infrastructure to compete at the highest level. What sets Citi apart is the depth and breadth of its view. Where retailers see spending only within their own ecosystem, Citi sees actual purchase behavior across the full customer wallet, spanning categories, merchants, and channels. That cross‑wallet visibility, combined with Citi's direct relationships with tens of millions of engaged, digitally active customers, creates a compelling foundation for advertisers who want to reach high‑intent audiences and measure real outcomes. We're building Citi Ads, Citi's Commerce Media business, from the ground up, and we're looking for a seasoned commercial strategist who understands the unique measurement challenges facing commerce media networks and knows how to turn Citi's transaction‑backed, closed‑loop data into a competitive advantage. Someone who has managed P&L, shaped how audiences are positioned and priced in the market, and can connect measurement strategy to revenue performance at scale. If you've spent your career at the intersection of advertising strategy, measurement, and business performance and you're ready for the challenge of a lifetime, this is the role. Job Summary The Revenue & Audience Strategy Lead is a senior member of Citi Ads' Commercial Strategy team, responsible for owning the financial outlook, audience positioning strategy, and pricing framework for Citi Ads. Reporting to the Head of Commercial Strategy, this individual serves as the key commercial counterpart to the Analytics team, translating data and measurement capabilities into business strategy, advertiser value, and revenue performance. This is a high‑impact, high‑visibility role at the forefront of Citi's emerging media business. The Revenue & Audience Strategy Lead will own the financial model that guides investment decisions, define how Citi's first‑party data is packaged and positioned for advertisers, and shape the pricing and monetization approach that drives sustainable revenue growth. This person brings deep experience in how advertising businesses are built and measured, and will be a key voice in how Citi Ads proves and communicates its value in the market. Key Responsibilities Own the Citi Ads P&L, including revenue forecasting, budget planning, and long‑range projections, serving as the primary owner of business case tracking in partnership with Finance Develop and maintain KPI dashboards and performance reporting frameworks, identifying and recommending actions to close gaps between targets and actuals Define Citi Ads' audience positioning strategy, determining how Citi's first‑party transaction data is segmented, packaged, and articulated to advertisers, in close partnership with the Analytics team Serve as the key commercial counterpart to the Analytics team's Measurement & Reporting function, translating technical measurement outputs into advertiser‑facing narratives, pitch materials, and commercial frameworks Own Citi Ads' pricing strategy, including rate card development, yield optimization, and monetization model evolution, ensuring pricing reflects market dynamics, competitive positioning, and audience value Lead the evaluation and onboarding of third‑party measurement vendors and ad tech platforms, owning the commercial rationale, vendor relationships, and business case for investment Identify and evaluate new data sources and set the strategic roadmap for how data capabilities evolve to support audience strategy, measurement, and monetization Act as a strategic advisor to senior leadership on audience innovation, measurement positioning, and pricing strategy, bringing a point of view informed by deep market experience 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 supervising the activity of others and creating accountability with those who fail to maintain these standards. Qualifications Required 10+ years in advertising, media, or adtech with experience spanning measurement strategy, audience development, financial planning, or revenue management Demonstrated experience owning financial models, revenue forecasts, and business case development within a media or advertising business, with a track record of connecting financial analysis to strategic decisions Deep understanding of digital advertising measurement concepts, including closed‑loop attribution, ROAS, spend lift, and incrementality, and a proven ability to translate these into compelling commercial narratives and pricing strategies Experience developing and owning audience positioning strategies, including how data‑driven targeting products are packaged and sold to advertisers Demonstrated experience in pricing strategy, rate card development, or monetization model design within a media, publisher, or adtech context Proven ability to operate as a senior commercial bridge between analytics or data teams and business stakeholders, driving alignment and translating technical outputs into market‑facing strategy Executive presence and excellent communication skills, with the ability to influence senior leadership and represent a point of view with confidence across technical and non‑technical audiences Preferred Experience in commerce media, retail media, or financial services advertising strongly preferred Familiarity with adtech and measurement vendor ecosystems, including clean rooms, DSPs, attribution platforms, and identity solutions Background in launching or scaling a new media product, advertising business unit, or measurement capability Existing relationships with senior marketing, analytics, or finance decision‑makers at major brands or agencies Education Bachelor’s/University degree required, Master’s degree preferred What We Offer The opportunity to build a commerce media business from the ground up at one of the world's most recognized financial institutions Access to rich first‑party data from 70MM+ cardmembers, powering precise audience targeting and verified measurement A seat at the table in shaping Citi Ads' strategy, financial direction, and market positioning from day one Competitive compensation including base salary, performance‑based incentives, and comprehensive benefits A collaborative, entrepreneurial culture within a globally scaled organization 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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