Carla Hassan
Citi has appointed Chief Brand Officer Carla Hassan to the role of chief marketing officer. The move, announced today, is part of a plan to unify the financial services company’s global marketing and branding organizations.
Prior to joining Citi in 2018 as chief brand officer, Hassan was the global CMO of Toys “R” Us. Before that, she was senior vice president of brand management for the global beverage group at PepsiCo, where she spent nearly 13 years in various marketing roles. Hassan will succeed Jennifer Breithaupt, who has served as the CMO of Citi’s global consumer bank since 2017.
In a memo sent to employees, Citi said it’s merging the marketing and branding organizations to streamline its messaging. In addition to her current responsibilities overseeing branding and sponsorships, Hassan will lead the global consumer banking’s marketing efforts and work closely with the institutional clients group on marketing and sponsorship activities.
“She brings a breadth of consumer-facing brand and product experience to this new role as we seek to differentiate our products and services,” the memo noted.
While she will continue to report to Ed Skyler, Citi’s head of global public affairs, Hassan will also report to Jane Fraser, CEO of global consumer banking and president of Citi. In stepping into the role of CMO, Hassan will join the global consumer banking’s leadership team and operating committee.
“It has been a joy and a privilege to bring the #Citi mission to life and I am beyond excited to continue that work as Chief Marketing Officer,” Hassan wrote in a post on LinkedIn. “Unifying our global marketing and branding organizations under one team better positions Citi to build distinctive, impactful campaigns that differentiate our brand and fuel our continued growth and success.”
