Citi promotes Carla Hassan to chief marketing officer

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Citigroup has promoted Carla Hassan to the new role of chief marketing officer, part of a move to combine its marketing and branding divisions.

Carla Hassan, chief marketing officer, Citigroup

Hassan, who joined Citi in 2018 as chief brand officer, will continue to manage its branding and sponsorships. In addition, she will lead the marketing efforts for Citi’s global consumer bank and work closely on marketing and sponsorship for the bank’s institutional clients group, the company said Wednesday.

Jennifer Breithaupt, who was named chief marketing officer for Citi's global consumer bank in 2017, has resigned, the company said.

Hassan will report to Edward Skylar, head of global public affairs.

She will be based in New York and directly oversee approximately 100 employees.

“Since joining Citi … Carla has led efforts to bring Citi's mission of enabling growth and economic progress to life around the world,” top executives wrote in a memo to employees. “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.”

The memo was signed by Jane Fraser, president of Citi and CEO of global consumer banking; Edward Skyler, head of global public affairs; and Paco Ybarra, CEO of institutional clients group.

Before working at Citi, Hassan was global chief marketing officer at Toys R Us and held several roles at PepsiCo during her nearly 13-year tenure at the food and beverage giant, including chief marketing officer of the company’s Middle East Africa region and senior vice president of brand management in the global beverages group.

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