Citi is shaking up its marketing leadership.
Jennifer Breithaupt, who has held the role of global consumer CMO since September 2012, is leaving the company, a spokesperson for Citi has confirmed. Carla Hassan, who has served as the bank’s chief brand officer since 2018, will be moving into the role of chief marketing officer where she will oversee both branding and marketing efforts for the company.
With Hassan moving into this new role, branding and marketing at Citi will also come together on one team. Hassan already oversaw Citi’s efforts in branding and sponsorships and will now “drive Global Consumer Banking’s marketing efforts and will continue to work closely with the Institutional Clients Group on their marketing and sponsorship activities,” according to a statement from the company.
“Since joining Citi in 2018 as Chief Brand Officer, Carla has led efforts to bring Citi’s mission of enabling growth and economic progress to life around the world,” a statement from Citi read. “She brings a breadth of consumer-facing brand and product experience to this new role as we seek to differentiate our products and services and accelerate our award-winning digital capabilities to deliver a world-class client experience.”
Hassan said that combining marketing and branding under one umbrella creates “an incredible platform to drive growth at Citi,” in a statement on Twitter. “Harnessing the power of these two organizations under one, performance-driven team, will further propel our business forward,” she added.
In her new role, Hassan will continue to report to Ed Skyler, Citi’s head of global public affairs. The global marketing team for global consumer banking will now report to her as well.
Breithaupt has resigned from Citi, a spokesperson for Citi confirmed to Adweek. They did not specify what she will do next.