I currently lead a 10-person digital team at Citi building landing pages, Citi.com and Citi mobile app placements, HTML5 paid media, interactive microsites, and the Citi Travel mobile experience — work seen by tens of millions of customers every month.
Citi's digital marketing spans cards, acquisition, activation, and rewards, across placements that need to work on Citi.com, inside the Citi mobile app, on partner sites, and in email — all inside a heavily regulated environment where every pixel has to clear legal and risk review. On top of that, a large share of this work was still running through external agencies instead of Citi's own AEM platform.
I built this UX/UI and digital capability from scratch and hired the entire 10-person team myself. We cover landing pages, Citi.com and Citi mobile app placements, HTML5 paid media banners, microsites and interactive experiences (including a card-upgrade points calculator), ads for third-party partner sites, Mortgage business emails built in a platform called Volly, and broader digital creative like brand identities and event/screen work.
Placements on Citi.com's homepage alone are seen by roughly 50 million consumers a month, across a digital program that shipped over 1,200 projects this year. Insourcing work that was previously sent to external agencies drove more than $3M in cost avoidance in the same period. The Citi Travel redesign's increased LTO prominence also produced a measurable uptick in bookings.
monthly consumers see placements on Citi.com's homepage alone
in cost avoidance this year from insourcing agency work onto this team
projects shipped by the team this year, across cards, acquisition & rewards
Citi.com
Citi.com's homepage and the credit-cards acquisition page are the single highest-traffic surfaces my team owns — card marketing modules, acquisition placements, and account-level upsell, all built to the same regulated standard as everything else in cards & acquisition. This is the work roughly 50 million monthly visitors see first.
ThankYou® Rewards
The ThankYou® Rewards experience — points balances, redemption, and the cards that earn them — is one of the biggest retention levers Citi has. My team owns the UX for the redemption flow and the card detail pages that drive people to actually use their points instead of letting them sit.
Landing page — card detail changes
When Citi updates how authorized users are added and activated on an account, customers need to understand what changed and what to do next — in plain language, without feeling like a scam alert. This landing page walks a cardholder through the update and the activation steps, in the same friendly visual language as the rest of citi.com.
In essence, this team handles web and digital creative for any of US Consumer Cards' business needs — if it's on citi.com or in a card-related email, it very likely ran through here. The team's interactive microsite work, including the card-upgrade points calculator, is its own case study.