Citi
Role: Strategy Lead | Deliverables: Primary/secondary research, 4C analysis, audience definition, key insight, creative brief, campaign strategy, channel roles, comms plan, A/B testing plan
Product Go-to-Market Strategy
Delivered $3 billion incremental funds in 9 months
Challenge: Citi was launching its first digital-only banking product, a high-yield savings account (HYSA), in areas of the country where it had no physical branches. It needed to bring the product to market in a way that would drive acquisition amidst a category dominated by competitors that had offered digital-only banking for years.
Strategic Approach: I developed a strategic go-to-market plan and led cross-functional teams through execution, dividing work into 4 phases: research, brand/creative, comms planning and testing.
Phase 1: Research
I conducted primary and secondary research as part of a 4C analysis (customer, culture, competition and company), uncovering 3 key insights:
Prospects had little awareness of Citi as a provider of banking products
Most banking messaging focused solely on functional benefits
Our audience was a group of savers doing silly things to save a buck or two