Head of Services Product Marketing

Job description

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 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 About Citi Services Citi Services encompasses Payments, Trade & Working Capital, Liquidity, and Issuer and Investor Services — serving approximat