How CMO Jennifer Breithaupt Built Brand Love at Citi ‘From The Inside Out’

The Brand Genius honoree developed internal ‘rallying cry’ for employees and focused on experiential marketing

Jennifer Breithaupt at Brandweek
Breithaupt shared her approach at Adweek's annual Brandweek conference in Palm Springs. Sean T. Smith for Adweek

PALM SPRINGS, Calif.— When Jennifer Breithaupt took over as global consumer CEO of Citi in 2017, she was tasked with injecting more emotion into the financial services brand to differentiate the brand. As Breithaupt quickly found out, that required a near-complete overhaul after asking how the organization was showing up.

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@kelseymsutton kelsey.sutton@adweek.com Kelsey Sutton is the streaming editor at Adweek, where she covers the business of streaming television.