Wealth Data, Analytics & Innovation - Business Analyst - Associate

Wealth Data, Analytics & Innovation - Business Analyst - Associate

Working at Citi is far more than just a job. A career with us means joining a team of more than 230,000 dedicated people from around the globe. At Citi, you'll have the opportunity to grow your career, give back to your community, and make a real impact.

Job Overview

Position Overview:

We are seeking a strategic and results-driven Business Analyst to work on the development and optimization of our Advisor Insights (Next Best Action) Platform Suite. In this role, you will be part of an Agile squad to support the product owner with the end-to-end lifecycle of innovative applications that enable personalized customer engagement and dynamic decision-making. Collaborating closely with product management and cross-functional teams, you will drive the vision, prioritize features, and deliver solutions that empower data-driven marketing, sales, and customer success efforts.

Key Responsibilities:

• Work closely with Product Owners and Product Lead to build solutions for advisor engagement and scale
• Define and communicate a compelling product vision for NBA targeting, AI solutions, query management and publishing platforms.
• Build solutions to seamlessly create and publish content across multiple client channels
• Stay informed about industry trends, emerging technologies, and best practices in personalized customer engagement.
• Work closely with Product owner, management and business stakeholders to develop and maintain a product roadmap that aligns with organizational goals and customer needs.

Stakeholder Collaboration:

• Act as a liaison between business stakeholders, data science teams, engineering, marketing, and customer success teams.
• Gather and document requirements from diverse teams to ensure the platform meets their needs for personalization and targeting.
• Drive alignment with the Product Owner on priorities and ensure consistent delivery of value across the organization.

Product Development & Delivery:

• Key role will be to translate business requirements into clear user stories and detailed acceptance criteria.
• Work closely with development and Product owner to manage the product backlog, active sprint deliverables, daily scrum calls, defect management, sprint planning, and release cycles.
• Ensure the platform integrates effectively with other systems, including CRM, analytics, and customer data platforms.
• Oversee and provide UAT sign off for release features and production sign offs during weekend checkouts

Engagement and Adoption:

• Engage with frontline field users to help with issues and drive best practices
• Monitor platform performance, gather feedback, and identify opportunities for continuous improvement.
• Help drive adoption of the platform by maintaining training and marketing collateral on our product page
• Analyze campaign performance to help inform business partners of future strategies and optimizations.

Compliance & Governance:

• Ensure adherence to regulatory and compliance standards related to data privacy and ethical AI usage.
• Establish governance practices for data quality, decisioning logic, and platform integrity.

Qualifications:

- Education:

Bachelor's degree in Finance, Business, Computer Science, or related field; advanced degree preferred.

- Experience:

• 2+ years of experience in financial services in business analysis, requirements gathering related role
• Proven track record of delivering similar targeting and publishing platforms in previous roles.
• Deep understanding of Next Best Action frameworks, decision engines, and personalization technologies.
• Familiarity with customer data platforms (CDPs), CRM systems, and advanced analytics tools.
• Knowledge of Agile and Scrum methodologies.
• Understanding of AI and machine learning applications/models in financial services.
• Experience as a business analyst in agile development process
• Strong data analysis skills (e.g. SQL) along with an understanding of technical patterns used to consume and curate data
• Familiar with data tools and technologies (data lakes, ETLs, Hadoop, Snowflake)
• Experience with personalization engines, idea generation, and campaign management.
• Demonstrated ability to partner effectively with technology, legal, compliance, and risk teams to deliver results.

- Skills:

• Strategic thinking and problem-solving skills.
• Ability to work collaboratively with cross-functional teams.
• Good understanding of client engagement and wealth management processes.
• Excellent communication and interpersonal skills.
• Proficiency in data analysis and optimization techniques.

Key Attributes:

• Team player: Able to work with multiple teams to drive the vision for the Next Best Action Platform.
• Client-Centric: Focused on delivering personalized, high-quality advice and enhancing client engagement.
• Innovative Thinker: Constantly seeking ways to improve and optimize the platform.
• Collaborative Partner: Works effectively with advisors, bankers, relationship managers, and other stakeholders.
• Data-Driven: Uses data to inform decisions and measure the platform's success.

This job description provides a high-level review of the types of work performed. Other job-related duties may be assigned as required.