Citi has appointed Jennifer Breithaupt as its new global consumer chief marketing officer, the company announced today (April 25). In her new role, Jennifer will be responsible for Citi’s global marketing campaigns and brand positioning efforts of its card products.
Breithaupt, who joined the bank in 1999, previously served as managing director, media, advertising and global entertainment for Citi and has played a key role in building brand loyalty with the 33 million cardmembers in the US. She was instrumental in building Citi’s entertainment program Private Pass, which brought card members closer to their favorite artists through curated offerings and VIP experiences. Through Private Pass, Citi offered card members access to more than 6,000 events in 2016 featuring artists such as Guns N’ Roses, Coldplay, Selena Gomez, Andra Day and Luke Bryan.
“It’s not just putting our name on something,” she said in an earlier Drum interview. “We’re out curating and finding music opportunities for our customers or music fans across the board, from country to rock to pop. There’s something for everyone in there, including emerging music as well.”
Breithaupt also spearheaded several successful multi-year partnerships, including the Citi Concert Series on Today with NBC and Live Nation Entertainment.
She has held a number of key senior roles, including US cards advertising and social media, global entertainment, and experiential marketing and branded entertainment and built Citi’s entertainment program from the ground up into one of the largest consumer access platforms of any brand.
Not only did Breithaupt help bring the Citi brand to a wider audience but the work contributed to business results. Last year, total entertainment spend on Citi Cards in the US increased almost 13% in 2016 compared to 2015 and the program continued to drive brand preference in a competitive marketplace.
In an internal memo, Jud Linville, CEO, Citi Global Cards at Citi, wrote: “Part of bringing innovative, creative and energizing programs to our customers is exemplifying those very same qualities as well. Jennifer has been widely recognized as a leader in her field by Billboard Magazine (Power 100 list; Most Powerful Women in Music) and AdAge ("Woman to Watch”), among others.”