Banking large Citigroup has appointed veteran monetary companies government Alex Craddock as chief advertising and marketing and content material officer in a newly created title, the corporate stated.
Craddock was most lately the CMO of BlackRock which, with some $10 trillion beneath administration, is the biggest world funding supervisor on the earth. Craddock has additionally served as world CMO for HP’s Private Techniques Group and has held down a number of advertising and marketing posts over a 12-year tenure at Visa, most lately senior vp, head of world model and product advertising and marketing.
Craddock’s appointment comes at a knotty time for Citigroup. In September 2023, CEO Jane Fraser commenced an in depth reorganization that included stripping out a layer of senior administration, closing down some operations and eliminating 5,000 jobs, all with the objective of “placing us on the entrance foot and enhancing our competitiveness,” Fraser stated in a memo reported by Reuters. In January, Citigroup reported a $1.8 billion loss for This autumn.
The highest marketer’s chair at Citi has been empty since October 2021, when CMO Carla Zakhem-Hassan left for JPMorgan Chase, the place she stays as CMO.
The job Craddock is assuming will probably be bigger than the one Zakhem-Hassan left. In response to an inside memo from chief shopper officer David Livingstone, “we created the Chief Advertising and marketing and Content material Officer function to supervise Citi’s enterprise and enterprise advertising and marketing and set the technique for producing unique content material and thought management.”
Craddock’s résumé contains greater than 25 years of expertise in enterprise growth and worldwide advertising and marketing. He holds a B.A. in European Enterprise and French from Nottingham Trent College. He’ll report on to Livingstone, a Credit score Suisse veteran who joined Citigroup in 2016. Livingstone’s full memo seems beneath.
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All,
I’m happy to announce that Citi’s new Chief Advertising and marketing and Content material Officer will probably be Alex Craddock, a confirmed trade chief who most lately served because the International Chief Advertising and marketing Officer of BlackRock.
As a part of the agency’s enhanced deal with shoppers, we created the Chief Advertising and marketing and Content material Officer function to supervise Citi’s enterprise and enterprise advertising and marketing and set the technique for producing unique content material and thought management. These actions are central to how shoppers expertise Citi. Bringing them collectively within the Shopper organisation improves their co-ordination and ensures our shoppers are on the coronary heart of our advertising and marketing and content material supply methods.
Alex is aware of firsthand what our shoppers count on from Citi, given his sturdy report of main advertising and marketing for one in all our greatest shoppers, BlackRock. Throughout a 30-year profession, Alex additionally led world advertising and marketing for Hewlett Packard’s PC and cell machine enterprise. Moreover, he spent 12 years at Visa Inc. the place he held numerous government advertising and marketing management roles, his final place being International Head of Model and Product Advertising and marketing.
Alex’s choice to affix Citi is one other instance of our skill to draw the trade’s finest expertise to our agency. At BlackRock, he was liable for growing and executing a worldwide advertising and marketing technique that accelerated the industrial progress of the corporate, enhancing BlackRock’s company model and driving progress for its core merchandise. I count on him shortly to place that have to good use as we combine our enterprise and enterprise advertising and marketing, set up management with our prime quality insights and content material, and speed up income progress by better affect with shoppers.
