Adaeze Alilonu

Lead strategic marketing execution for Citigroup Canada's Banking Technology Line of Business (LOB), partnering closely with senior executives to define digital priorities, enhance customer experience, and improve omnichannel impact.

• Serve as a strategic advisor to executive leadership, translating complex business objectives into data-driven, multi-channel marketing strategies aligned to product, digital, and acquisition goals.
• Develop narratives, executive briefs, and POVs that shape leadership understanding of consumer insights, competitive positioning, and emerging customer experience opportunities.
• Elevate measurement discipline by designing reporting frameworks that track performance, optimize spend, and inform long-term roadmaps.
• Orchestrate cross-functional collaboration across compliance, product, analytics, operations, and creative teams to accelerate delivery and strengthen brand consistency across all touchpoints.
• Oversee operational governance—budgets, Martech procurement, creative workflows—ensuring scale, efficiency, and regulatory alignment across campaigns touching 2,000+ employees.

Strategic Impact

• Improved leadership adoption of data-led decision making through consistent insight reporting.
• Strengthened customer experience programs by aligning messaging, audience insights, and omnichannel tactics.
• Positioned marketing as a strategic partner to the business with clear value contribution and executive visibility.

Directed end-to-end omnichannel marketing programs across search, display, email, and web for key banking segments.

• Delivered a 20% improvement in ROAS and cost efficiency through data-led channel optimization and more targeted segmentation.
• Partnered with cross-functional teams—product, compliance, analytics, procurement—to drive alignment and accelerate time-to-market.
• Strengthened measurement rigor through new KPI dashboards, quarterly business reviews, and systematic performance insights.
• Elevated creative quality, ensuring all communications met regulatory, brand, and customer experience standards.

Strategic Impact

• Advanced the bank’s ability to activate personalized campaigns with improved measurement and operational alignment.
• Established scalable practices for future omnichannel activations.

Designed and led a creative operations model supporting digital, multi-channel Financial Services campaigns.

• Built a new creative delivery pod to streamline development of enterprise digital assets and campaign narratives.
• Translated advisor insights into refined audience segmentation and more resonant customer journeys.
• Exceeded online enrollment goals by 35% through a stronger messaging strategy and improved activation workflows.

Strategic Impact

• Advanced personalization and segmentation maturity within Sun Life’s digital experience programs.

Led enterprise-wide marketing process transformation to support speed, quality, and analytics-driven decision making.

• Reduced end-to-end campaign cycle time by 40% through workflow redesign and cross-functional process changes.
• Developed performance dashboards to monitor ROI, campaign delivery, and operational throughput.
• Unified marketing, IT, and operations teams around a consistent governance and measurement framework.

Strategic Impact

• Enabled scalable, efficient operations supporting omnichannel experience delivery.

Led global marketing and storytelling programs across EMEA with a €1.5M budget, elevating brand visibility and customer engagement.

• Directed omnichannel campaign strategy, creative development, data-led messaging, and international brand activation.
• Strengthened audience engagement by 30% through data-driven storytelling and integrated campaign design.
• Managed a diverse ecosystem of agencies and stakeholders to ensure consistent execution at scale.

• Produced strategic narratives, executive briefs, and data-driven insights that guided decision-making for Financial Services leaders.
• Managed monthly and quarterly senior-level presentations, business reviews, and strategic workshops.
• Built cross-functional alignment across product, analytics, creative, digital, operations, and compliance teams.
• Written approximately 25 POVs on customer experience excellence, personalization maturity, content production, and analytics-driven strategy for senior executives.

Power BI • Google Analytics • Salesforce Marketing Cloud • KPI Dashboards • CDP/Segmentation Concepts • Journey Optimization • Procurement & Budget Systems • SEO/SEM • Campaign Analytics • Measurement Framework Design