Lai C.

Product Strategy

Content Strategy

Creative Marketing

Marketing Strategy

Available for hire fromNegotiable

Contracts

Senior VP, Global Product Management Expert

With a BBA in Marketing Management from Baruch College, this accomplished professional has held pivotal roles in global product management and digital marketing across leading financial institutions. In her most recent role at Citi, she oversaw the strategic design and delivery of treasury products, driving growth and efficiency. Previously, as Vice President at Barclays, she managed innovation for the JetBlue co-branded credit card portfolio, enhancing digital customer experiences. At UBS, she led digital transformation initiatives, significantly boosting lead generation. Their tenure at JPMorgan Chase focused on optimizing digital journeys for wholesale payment and business banking portfolios. Earlier, as Vice President of Global Product Marketing at Citi, they developed go-to-market strategies for liquidity management solutions. This professional excels in strategic planning, digital innovation, and cross-functional collaboration, consistently delivering impactful results.

Work History

Senior Vice President, Global Product Management

CitiOct 2023 - Dec 2024 • 1 yr 3 mosIn partnership with Treasury Product Expert Leaders and Commercial Banking Sales to manage the end-to-end strategy, design, and delivery of treasury products—Liquidity (Deposit), Payments, and Trade Finance— to meet the unique needs of commercial banking clients while driving growth, efficiency, and alignment against global business objectives. Developed and managed frameworks for product planning, prioritization, and portfolio management. Successfully launched automated email notification alert campaign on CD maturity.

Vice President, Senior Innovation Product Manager

BarclaysMar 2022 - Apr 2023 • 1 yr 2 mosManaged multiple initiatives on enhancements and innovation for the JetBlue co-branded credit card portfolio. Collaborated with Product Owners to program manage digital customer journey experiences. Program managed the launch of product capabilities including development of a digitized card replacement journey, improved card acquisition purchasing path, e-wallet card provision, and point redemption (Points Payback) program capability. Managed the product roadmap and ensured delivery of partner commitments are prioritized against multiple stakeholder’s efforts. Conducted analysis on the competitive landscape, driving the development of scalable solutions and wireframe development. Developed and presented comprehensive risk mitigation plans for new product features by effectively collaborating with key stakeholders across legal, branding, compliance, and controls to ensure alignment with regulatory and corporate standards.

Director, Digital Marketing

UBSNov 2020 - Oct 2021 • 1 yrAccountable for crafting and executing strategies aimed at digital transformation, website redesign, and optimizing campaign performance. Collaborated with external and internal partners to launch a scheduling tool, optimized the lead form design and analyzed customer behavior to increase lead generation. Managed 3rd party vendors on integration and developed processes on usage and adoption. Created digital journeys within paid and owned digital channel to effectively drive wealth management prospects. Developed campaign and content keyword strategy, and defining success measurements resulted in an increase in lead submission by +127%. Led design-thinking working sessions targeting small business, women, and affluent millennials to create personas and customer journey for website redesign.

Vice President, Digital Customer Journey

JPMorgan Chase & Co.Jan 2019 - Oct 2020 • 1 yr 10 mosManaged the digital journey for wholesale payment and business banking portfolio to drive long term growth. Delivered consultative insights to analyze users' navigation across various digital channels, including owned, paid, email, social, and affiliate marketing, to optimize lead generation strategies. Applied human-centered design research and user trend insights to identify pain points, lead conversion funnel gaps, functionality trends, and success measurements. Employed data trend analysis to uncover new testing opportunities and apply learnings to enhance lead conversion funnels, improve website user interactions, and refine sales model operations.

Vice President, Global Product Marketing

CitiNov 2017 - May 2018 • 7 mosHead of product marketing for Citi’s Treasury and Trade Solutions for Liquidity Management to develop go-to-market strategy for product launches and increase industry presence leveraging digital distribution channels. Developed a suite of digital assets for the liquidity management solutions portfolio, delivering engaging content across email, social media, and video platforms. Directed a digital team in creating videos and articles to enhance website performance and optimize landing pages. Designed and maintained a centralized content repository to streamline internal and external communications. Collaborated with product, legal, compliance, operations, and communications on messaging propositions.

Education

Baruch College

BBA, Marketing Management

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