Cui Li interned at Citi Malaysia over the summer in their Country Marketing and Digital Sales department. Her objectives were to gain experience outside of academia and learn digital marketing skills. She worked on various projects including managing a creative agency, writing ad copies, analyzing customer data from digital campaigns, and coordinating a paper statement charging migration project. Through the internship, she learned the importance of adapting quickly, asking questions, and using data to drive marketing impact. In her presentation, she reflected on wanting to apply the skills learned to future careers focused on data and marketing.

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

5. Internship Objectives
5

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

12. Thank You
Q&A

13. 1 contribution I’d like to see
happen to CM once I leave
• Automation for data updating!
13

14. THIS IS CITI
14

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