Citi Promotes Former Head of Advertising and Media to Global Chief Marketing Officer

17-year veteran Jennifer Breithaupt moves up

The new CMO led the development of Citi's entertainment division.
Citi

Citi, one of the four largest banks in America by total assets, has promoted longtime company veteran and marketing specialist Jennifer Breithaupt to the role of global consumer chief marketing officer.

She replaces Leslie Gillin, who held the CMO title for more than two years before accepting a job last month as president of co-brand credit cards at Chase.

Breithaupt has spent more than 17 years with the financial giant, which credits her with building its entertainment division and Citi Private Pass “from the ground up” and arranging such relationships as the Citi Concert Series on NBC’s Today Show.

Her recent work on events and celebrity partnerships (with a particular focus on pop music stars) has earned Breithaupt a spot on influencer lists published by trade magazines like Billboard, which included her on its “Power 100” list this year and last year.

Moving forward, Breithaupt will manage a sizable budget; according to Kantar Media, Citi spent $300 million on measured media last year.

In an internal memo, Citi global cards CEO Jud Linville wrote, “Part of bringing innovative, creative and energizing programs to our customers is exemplifying those very same qualities as well. Jennifer has been widely recognized as a leader in her field.”

A spokesperson declined to comment directly on Citi’s relationship with Publicis Groupe, which became its global creative agency of record in 2007 and its global media agency of record in late 2015 (WPP’s MEC had previously run that account in the U.S.).

One source close to the matter said Breithaupt’s promotion will not affect Citi’s partnership with Publicis. The company also works with other agencies on different portions of its business; Havas, for example, handles direct marketing efforts in the U.S.