Kristen Eng
Marketing Insights, Strategy, & Analytics Leader
- Role
- Director, Marketing Insights & Analytics at Citi
- Location
- New York, NY, US
- LinkedIn followers
- 500 followers
About Kristen Eng
15+ years of experience shaping global brands through insights-driven storytelling and data-driven decision-making. A strategic thinker with a talent for synthesis, skilled at translating multiple, complex data sets into clarity and impact. Guiding executives and cross-functional teams toward greater brand differentiation and commercial results. People leader with a strong belief in fostering a test-and-learn culture, adept at working in highly matrixed organizations, and at ease navigating ambiguity.Key Competencies: Brand strategy & planning, Creative development research & copy testing, Culture & employer brand strategy, Campaign tracking & optimization, Marketing intelligence & trend analyses, Media measurement (marketing mix modeling), Quantitative & qualitative custom research, Digital listening, Brand health tracking, Corporate & internal comms research
Experience
Director, Marketing Insights & Analytics
Aug 2022 — Present · New York, NY, US
Uncover deep consumer/client insights to inform communications positioning, brand strategy development and marketing planning.•Co-lead the transition of Citi’s brand tracker from a traditional-survey based approach to one powered by AI, accelerating time to insights and realizing a significant cost savings.•Spearhead Citi’s enterprise marketing mix modeling program to determine advertising’s impact on revenue and brand perceptions driving strategy and planning for the CMO. •Deliver monthly ad breakthrough insights to inform creative and media decisions. Applied learning from the program increased breakthrough metrics by 114% and surpassed account open goals by 40% during the same period.•Stood up a more efficient brand lift program measuring the impact of $100M in media investment annually.•Developed a digital listening system to capture brand sentiment, track emerging trends, and inform marketing and communication strategies.
Education
Lehigh University College of Business
Bachelors of Science, Marketing, Psychology, Music Industry
2004 — 2008
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