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Cui Li’s End of Term Presentation
Citi Malaysia Summer Analyst – Country Marketing, Digital Sales
July 3, 2017 – Sept 15, 2017
Content
1/ Expectations from CL1.0
2/ Internship Objectives
3/ Work Breakdown
i. Digital Sales
ii. Digitalisation
iii. Wider Community
4/ Takeaways
5/ Thank You and Q&A
2
Cui Li 1.0
3
Eww… corporate world.
Eww… rules and regulations.
Eww… stuck up bankers.
I get to see what I can do
with my math!
“Darling, you’ve just sold your soul
to the bank.”
- Every banker I’ve dated
Oh wait; marketing? Do I get to take
pictures and make pretty posters like
in school?
But yay, I get to learn stuffs
outside academia!
Business Representation in Malaysia
Mr Marketing
Internship Objectives
5
Work Breakdown
6
Confidence
&
Responsibilities
Time
Week 1 Week 11
• Online trainings
• 1-on-1 meetings
• Data updating
• Ad copy writing
• 1-on-1 meetings
• Ask EVERYTHING
• Data analysis and
reporting
• Managed
stakeholders
• Absorbing from
conversations
• Ask smartly
• Gave direction for
Test & Targets
• Managed 3rd
party
creative agency
”It’s your first job and we understand. When you leave, you can do this on your own”
WORK BREAKDOWN – Digital Sales
7
Attract
Reach out to quality audience
with existing data
Communicate
Pick the right messaging to
send to each pool of audience
Acquire
Test & Targets (T&T) to improve
take-up rate of products
Track
Track/analyse customer data,
and ensure gift fulfillment
Gave direction for Aug 2017
Mortgage search engine
marketing (SEM) campaign
Write ad copies for Citigold value
propositions
Briefed regional team on 10 T&Ts
for citibank.com.my
(dept. 2017 KPI = 20 T&Ts)
Automated daily update of Credit
Card Master File of digital leads
using Excel Macro/VBA
Consumer Decision
Journey
SCOPE TASKS
WORK BREAKDOWN – Digitalisation
8
1. Always Teach Digital (ATD) eDMs
• eDM brief-to-product development with creative agency
2. Paper Statement Charging Migration
• Coordinated with stakeholders to ensure project status is updated weekly and timeline is kept to.
• Mapped fee waiver processes
3. Online Demo Videos
Key Learnings
Project management
Accountability of stakeholders
WORK BREAKDOWN – Wider Community
9
”It’s not work-life balance, it’s work-life integration”
Citi Wealth Carnival M100 Career Fair WeChat Project Social Media Week
CM VOE Roti Canai Making Rooftop Raya Celebration CF VOE Bowling Coffee Breaks
Takeaways
10
Find your system FAST when
adapting to new
environments.
Things change, you’ll be
frustrated. It’s okay.
Someone in the bank is
always there to help
Imitation is the sincerest form
of flattery – learn from each
other
Just because it’s “not me”,
doesn’t mean it can’t be me.
E-mail and file management Be adaptable to change and requests Be willing to say “I don’t know”
Learn best practices and adopt them Be a fast learner
Cui Li 2.0
*Image is for illustration purposes. Actual product may vary.
11
Marketing impact
is massive
Corporate isn’t so bad
Bankers are sweethearts
Is banking too revenue-driven?
Too regulated?
Time to start using what I learnt to
market Team Up UCL
Gotta look for a
data-driven career
Thank You
Q&A
1 contribution I’d like to see
happen to CM once I leave
• Automation for data updating!
13
THIS IS CITI
14
Personal Progress
15
*Reminder note at my desk since Week 2, when I made a mistake by not slowing
down and checking my work before presenting it. Trying to get tasks done quickly
is not the way to go!
CONSUMER FRANCHISE
16
CONSUMER
FRANCHISE
BTO
DM
CEQ
DB
CM
• Customer Engagement
• Functionality
• Lower Operating Cost
• Attract
• Communicate
• Acquire
• Data Analytics
• Campaign Management
• Sales Initiatives Management
• Facilitate and Train
• Design and Develop
• Licensing and Certification
• Customer Experience
• Obtain Feedback
• Implement Improvement

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My End of Internship Presentation - Citi 2017

  • 1. Cui Li’s End of Term Presentation Citi Malaysia Summer Analyst – Country Marketing, Digital Sales July 3, 2017 – Sept 15, 2017
  • 2. Content 1/ Expectations from CL1.0 2/ Internship Objectives 3/ Work Breakdown i. Digital Sales ii. Digitalisation iii. Wider Community 4/ Takeaways 5/ Thank You and Q&A 2
  • 3. Cui Li 1.0 3 Eww… corporate world. Eww… rules and regulations. Eww… stuck up bankers. I get to see what I can do with my math! “Darling, you’ve just sold your soul to the bank.” - Every banker I’ve dated Oh wait; marketing? Do I get to take pictures and make pretty posters like in school? But yay, I get to learn stuffs outside academia!
  • 4. Business Representation in Malaysia Mr Marketing
  • 6. Work Breakdown 6 Confidence & Responsibilities Time Week 1 Week 11 • Online trainings • 1-on-1 meetings • Data updating • Ad copy writing • 1-on-1 meetings • Ask EVERYTHING • Data analysis and reporting • Managed stakeholders • Absorbing from conversations • Ask smartly • Gave direction for Test & Targets • Managed 3rd party creative agency ”It’s your first job and we understand. When you leave, you can do this on your own”
  • 7. WORK BREAKDOWN – Digital Sales 7 Attract Reach out to quality audience with existing data Communicate Pick the right messaging to send to each pool of audience Acquire Test & Targets (T&T) to improve take-up rate of products Track Track/analyse customer data, and ensure gift fulfillment Gave direction for Aug 2017 Mortgage search engine marketing (SEM) campaign Write ad copies for Citigold value propositions Briefed regional team on 10 T&Ts for citibank.com.my (dept. 2017 KPI = 20 T&Ts) Automated daily update of Credit Card Master File of digital leads using Excel Macro/VBA Consumer Decision Journey SCOPE TASKS
  • 8. WORK BREAKDOWN – Digitalisation 8 1. Always Teach Digital (ATD) eDMs • eDM brief-to-product development with creative agency 2. Paper Statement Charging Migration • Coordinated with stakeholders to ensure project status is updated weekly and timeline is kept to. • Mapped fee waiver processes 3. Online Demo Videos Key Learnings Project management Accountability of stakeholders
  • 9. WORK BREAKDOWN – Wider Community 9 ”It’s not work-life balance, it’s work-life integration” Citi Wealth Carnival M100 Career Fair WeChat Project Social Media Week CM VOE Roti Canai Making Rooftop Raya Celebration CF VOE Bowling Coffee Breaks
  • 10. Takeaways 10 Find your system FAST when adapting to new environments. Things change, you’ll be frustrated. It’s okay. Someone in the bank is always there to help Imitation is the sincerest form of flattery – learn from each other Just because it’s “not me”, doesn’t mean it can’t be me. E-mail and file management Be adaptable to change and requests Be willing to say “I don’t know” Learn best practices and adopt them Be a fast learner
  • 11. Cui Li 2.0 *Image is for illustration purposes. Actual product may vary. 11 Marketing impact is massive Corporate isn’t so bad Bankers are sweethearts Is banking too revenue-driven? Too regulated? Time to start using what I learnt to market Team Up UCL Gotta look for a data-driven career
  • 13. 1 contribution I’d like to see happen to CM once I leave • Automation for data updating! 13
  • 15. Personal Progress 15 *Reminder note at my desk since Week 2, when I made a mistake by not slowing down and checking my work before presenting it. Trying to get tasks done quickly is not the way to go!
  • 16. CONSUMER FRANCHISE 16 CONSUMER FRANCHISE BTO DM CEQ DB CM • Customer Engagement • Functionality • Lower Operating Cost • Attract • Communicate • Acquire • Data Analytics • Campaign Management • Sales Initiatives Management • Facilitate and Train • Design and Develop • Licensing and Certification • Customer Experience • Obtain Feedback • Implement Improvement

Editor's Notes

  1. Boss made me start working on this in Week 5 of 11
  2. Expectations from a mathematician who hasn’t given much thought on joining the corporate world. Excited, nervous, confused!Would this be really stringent; not as chilled as, say, working in a startup (which was the original summer plan). Would someone who believes the best in everything fit in? What about the stereotype of bankers (which have prevailed in a significant portion of investment bankers I’ve dated)? Would I still be given a structure like school so I know what I’m doing? What is this brief I’m reading talking about? Ohh… CVP = cost-volume-profit analysis! Citi Language… “high-level” =/= surface-level simple.
  3. First 2 points are how I learnt Second 2 points are the responsibilities given
  4. Marketing is Attract, Communicate, Acquire.