Business Analytics with Gen AI

Overview

Campaign Analytics & AI Enablement Specialist (C11) on Citi's Wealth Campaign Analytics, Execution & Optimization team, serving as analytical owner and operational lead for customer campaign programs across wealth products, combining data execution, performance analytics and campaign optimization with applied GenAI enablement.

What you'll do

• Partner with Wealth Product Managers, Marketing and Relationship Manager teams to translate campaign objectives into technical targeting criteria.
• Develop, test and execute data extraction queries and pipelines using SQL, PySpark and Python to generate qualified lead lists.
• Enforce campaign gating, contact frequency rules, suppression logic (e.g., Do-Not-Contact lists, regulatory opt-outs) and eligibility filters across digital and RM channels.
• Manage end-to-end campaign delivery calendars, ensuring on-time execution of scheduled and trigger-based wealth programs.
• Analyze campaign engagement funnels (Targeted to Delivered to Engaged to Converted to Balance/NNA Impact) to diagnose drop-offs and identify growth opportunities.
• Design and execute test-versus-control experimental frameworks and A/B test splits to isolate incremental campaign lift and revenue impact.
• Analyze response patterns across customer segments and delivery channels to recommend targeting refinements and channel mix optimization.
• Build and maintain interactive performance tracking dashboards and diagnostic tools in Tableau / Power BI with automated data feeds.
• Organize campaign rules, data dictionaries and targeting playbooks into searchable knowledge bases for AI retrieval and team knowledge sharing.
• Optimize data retrieval contexts and prompt structures so conversational AI and retrieval-augmented tools deliver precise analytical outputs and code.
• Apply Text-to-SQL interfaces and NLP techniques to accelerate ad-hoc data exploration, query generation and analysis of unstructured client feedback.
• Utilize GenAI coding tools to draft, optimize and debug SQL queries, PySpark transformations and Python scripts.
• Leverage GenAI pipelines to generate executive narrative summaries, performance commentary and anomaly explanations from campaign outcome data.
• Assist marketing partners by using Generative AI to generate personalized messaging copy variations, email subject lines and RM talking point templates for client segments.
• Manage and version-control all campaign scripts, SQL queries and configuration files using Git / GitHub.
• Perform QA validations (row count reconciliations, schema validations, null checks, deduplication) before releasing leads to execution channels.
• Maintain documentation of campaign metadata, targeting criteria and data lineage.

What you'll need

• Bachelor's degree in Computer Science, Information Technology, Engineering, Statistics, Mathematics, Economics or related quantitative field.
• 5–8 years of hands-on experience in Campaign Analytics, Marketing Analytics, Business Intelligence or Customer Data Operations within Banking / Financial Services (Wealth Management or Retail Banking preferred).
• Strong hands-on proficiency in SQL, including complex joins, CTEs, window functions and query execution plan optimization.
• Practical working knowledge of Python and PySpark for data manipulation, pipeline automation and analytical dataset creation.
• Strong expertise in campaign performance diagnostics, test vs. control lift measurement, funnel conversion analysis and targeting rule optimization.
• Proven experience designing executive-level interactive performance dashboards in Tableau or Power BI.
• Solid understanding and practical usage of Git / GitHub for code repository management, branching and versioning.
• Solid conceptual understanding of modern AI, Large Language Models (LLMs) and Conversational AI capabilities.
• Experience setting up, organizing and structuring domain knowledge bases, data schemas and contextual documentation for AI-assisted workflows.
• Understanding of retrieval optimization techniques to feed relevant context into LLMs for accurate code generation and data querying.
• Demonstrated ability to craft structured, multi-turn and few-shot prompts for data analysis, code generation and content drafting.
• Practical familiarity with Text-to-SQL tools and Natural Language Processing (NLP) techniques for data extraction, schema querying and text analysis.
• Experience utilizing AI coding tools to accelerate SQL/Python script writing, query refactoring and automated debugging.
• Practical experience using GenAI to summarize campaign outcome metrics into narrative insights and brainstorm personalized copy variations.
• Excellent communication and stakeholder management skills, with ability to translate business goals into analytical solutions.
• Strong problem-solving orientation with attention to detail, data accuracy and regulatory compliance.
• Proactive mindset with keen interest in adopting and propagating modern AI productivity tools within the team.

Nice to have

• Familiarity with enterprise campaign management tools (e.g., Covenant, Unica, Salesforce Marketing Cloud, Adobe Experience Platform) and Dataiku DSS.

Details

• Location: Bangaluru, Karnataka, India.
• Employment type: Full time.