Head of Marketing and Experience Design
at Citi FinTech
June 2015 - May 2019
Part of the original founding members of Citi Fintech which is a start-up inside the Global Consumer bank dedicated to creating innovative digital solutions to deliver game changing customer experience and model the change in how the company will think and operate. Asked to be Head of Design and leader of the experience design and marketing team in the FinTech innovation center of excellence located in Singapore. Built and managed the first-ever in-house design and creative center of excellence for Citibank across 16 countries; hired 36 designers, UX specialists, strategists, producers and developers. Responsible for complete re-design and ongoing development of investing and wealth management customer experience for affluent and HNW segments. Concepted, designed and implemented all new mobile banking experience launched in October 2017 with region-wide deployment over 2018
Senior Director, Global Marketing
June 2009 - June 2015
• Led redesign and positioning approach for Citigold (consumer wealth management segment) globally. • Led design, positioning and marketing strategy for Citi Priority globally. • Developed regional marketing strategy for Citi’s AIA insurance partnership. • Responsible for identifying, developing and managing global consumer marketing initiatives in collaboration with regional and country business and marketing teams in APAC and EMEA • Partnered with EMEA regional marketing to deploy marketing hub and agency support network. • Led initiative with APAC Sales and Distribution team to streamline promotional offers and simplify sales event communications and approach resulting in significant increase in qualified traffic. • Manage advertising and media agency relationships for APAC.
Director of Consumer Experience/Global Branding
May 2005 - June 2009
• Responsible for the global deployment and implementation of new brand positioning and identity program across entire organization. Program included brand purpose/values, logo/identity, house-style, and business/product naming oversight. • Developed multi-sensory brand elements including audio identity program. • Led redesign of over 1200 consumer finance (CitiFinancial) retail branch interiors worldwide • Guided strategic realignment of brands (Citigold/Citigold Select) serving the affluent consumer segment (identity, brand experience, product naming, etc) • Managed multiple design and creative agencies; responsible for briefing, negotiating contracts, managing work output and delivery. • Led brand activation within global sponsorship opportunities; naming rights and activation of Citi’s sponsorship of Met’s stadium (Citi Field) and for Citi Performing Arts Center in Boston.
Bachelor of Arts
at Indiana University
1984 - 1998 (14 years) Indiana
Knowledge and keywords