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Citi elevates brand officer to marketing chief as it looks to unify operations

September 10, 2020


Citi bringing its marketing and branding functions together under one umbrella and one leader follows a path other companies have pursued as they look to blend performance-led strategies with more traditional brand-building ones. In a press statement, Citi called out a desire to develop a single, consistent voice across its franchise, along with reinforcing long-term customer loyalty.

In no longer keeping marketing and branding separate, Citi is also potentially looking to cut down on costs and improve efficiencies. Such belt-tightening measures have received a new imperative for many businesses due to economic pressures stemming from the coronavirus pandemic.

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