Head of Services Product Marketing

Job Overview
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