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Work Background
CitiManaging Director, Head of Global Brand Management, Content & Citi Bike
Dec. 2020 - Dec. 2024Delivered exceptional leadership to diverse teams, developing strategic plans and governing the Citi brand in all forms globally to ensure greater consistency and continuous performance improvement. Oversaw the Global Content function, focusing on guaranteeing award-winning editorial content and brand development. • Created and led the Citi Bike sponsorships in NYC, New Jersey, and Miami. Facilitated Citi Bike NYC, North America's largest and most popular bike share program. Oversaw award-winning creative and brand activations to support sponsorship. • Promoted to Managing Director in 2022 for Global brand management, advertising, marketing, and team leadership accomplishments.
• Developed and launched global brand visual identity refresh for Citi, elevating and modernizing the brand through a new identity system including logo refresh, updated brand color palette, bespoke font creation (Latin, Chinese, Arabic) and accompanying governance, guidance and training for enterprise-wide adoption (200,000+ employees).
• Negotiated historic $200MM Citi Bike NYC contract extension through 2034.
• Built out an expanded global content strategy team, increasing product-focused content output by 200% in 2023. Elevated brand and aligned business needs by managing the creation and deployment of editorial strategies and content via the newsroom interaction model.
CitiDirector, Global Consumer Brand Strategy & Advertising
Sep. 2017 - Dec. 2020Greater New York City AreaOversaw award-winning US consumer product advertising, including consumer brands, credit cards, and retail banks, to enable digital-first and improved creativity for emerging platforms. Spearheaded key global campaigns with a focus on improving project outcomes and deliverables. • Oversaw production and budget with a focus on cost control and optimization. Provided card art design and innovation services. Led award-winning Citi Bike Program Sponsorship in NYC & Miami since launch.
• Led successful development and global rollout of consumer VIS ID, global brand guidelines, and marketing campaigns across APAC, EMEA, Mexico, and the US.
• Achieved brand performance goals by leading and guiding a team of 8 FTE + agency resources, managing brand strategy, advertising, and key sponsorships.
• Accomplished creative excellence by liaising with local teams and agencies while serving as brand lead for US & Regional CMOs.
• Directed effective development and launch of Citi's award-winning Voice Action/Skill on Google & Amazon platforms as part of the Citi Entertainment platform.
CitiSenior Vice President, Strategic Marketing, US Retail Bank
Aug. 2010 - Sep. 2017NYCResponsible for leading strategic and creative development of award winning marketing campaigns as well as leading Citi’s Citi Bike sponsorship. • Lead development of integrated marketing campaigns and communications for Citi’s Consumer Bank across key US markets, including strategic & creative development with focus on digital platforms, TV and other channels including bespoke content, social, and experiential brand engagement. Range of work has included campaigns for three Olympic campaigns (London, Sochi & Rio) and Citi Simplicity Card
• Among many key business driving successes, “Bank from Almost Anywhere” campaign (2014-2016) had 2X industry avg. advertising effectiveness scores - the highest since 2011 with strong positive effect on mobile app engagement, downloads and usage
• Manage agency creative teams, production budgets to endure delivery of high quality work and efficiency of resources • Responsible for Citi Bike sponsorship for Citi. Developed and launched award winning Citi Bike brand in NYC and Miami. In addition, lead working teams for ongoing activation, program development and KPI/ROI measurement, which has driven double digit growth of KPIs including: engagement, purchase consideration, unaided brand awareness and brand momentum in NYC & Miami
• Leadership role negotiating multiyear, multimillion dollar ($130 MM) sponsorship contracts for NYC and Miami • Maintain strong public/private partnership relationships with key officials & community leaders in Miami & NYC
• Featured speaker at meetings and conferences including: IEG Sponsorship Conference 2016, Google, Columbia Business School International Marketing Conference, ANA Brand Activation Conference and Citi internal events, among others
• Internal recognition includes: Citi Star Player Award (Q2, 2016) and Citi Leaders in Excellence Award (2012)
DIRECTVManager, Online Marketing
Mar. 2009 - Mar. 2010• Responsible for driving new customer acquisition across digital channels, affiliate relationships and co-branded marketing partnerships for DIRECTV
• Responsible for all email based and digital co-branded partner related and third party affiliate new customer acquisition for directv.com
• Managed and optimized online partner relationships including: American Airlines, American Express, IHG, Jet Blue and Papa John’s
• Developed and executed dynamic digital marketing strategy in concert with other business units, partners and additional offline initiatives
• Responsible for managing day to day operations of programs, ROI, meeting and exceeding acquisition goals
ScholasticSenior Marketing Manager, Online Learning Services
Mar. 2008 - Mar. 2009New York CityResponsible for developing a marketing strategy for StudyJams, a digital online learning property, driving acquisition and retention of members post launch.
• Marketing efforts translated to higher than projected (20%) new subscriber and monthly recurring revenue • Initiated and negotiated a content and revenue sharing deal with Dell to feature StudyJams! on Dell laptops and Dell related web properties
• Created and managed all marketing and advertising activities for StudyJams! including: UX optimization, SEM, email marketing, print, grassroots and cross-promotional initiatives
NCompass InternationalSenior Account Director
Mar. 2006 - Mar. 2008
RPMCAccount Director
Sep. 2003 - Mar. 2006
DogmaticDirector, Marketing & Business Development
May. 2001 - Jul. 2002New York City & Los AngelesDogmatic is a media and production services company • Drove new business and managed existing client relationships with top brands and agencies including: Interscope Records, MTV Networks, PepsiCo, Rockstar Games & Chandler-Chicco
ActivateAccount Manager, Broadcast & Entertainment Markets
Jun. 2000 - Dec. 2000New York CityActivate specialized in streaming media, digital broadcast services and technology Consistently drove revenue and created relationships with companies including: News Corporation & DreamWorks
etantrumDirector, Strategic Alliances
Jul. 1999 - Jun. 2000eTantrum was an early digital rights management & security technology company
• Responsibilities included creating content and technology partnerships, alliances and a network of affiliates
BTA Management & Cyd LeVin & AssociatesTalent Manager
Nov. 1995 - Jun. 1999New York City & Los AngelesPersonal Manager for film, television and stage actors in LA and New York
U.S. Chamber of CommerceStaff Assistant
Jan. 1993 - Dec. 1994
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