Citi poaches ex-Toys R Us marketer for chief brand officer role

Citi, the US multinational investment bank, has hired ex-Toys R Us marketer Carla Hassan to take on the role of chief brand officer.

Hassan will be tasked with developing Citi's marketing and sponsorship efforts.

Starting later this month, Hassan will succeed Dermot Boden, who left the bank at the start of 2018. She will report directly to Ed Skyler, Citi's executive vice-president of global public affairs.

Since relaunching in 2012, Citi bank has been heavily focused on growth. Last month, it reported that shares had grown by more than 2%, with third-quarter earnings of $1.73 per share; a 22% increase on last year.

On the news of Hassan's appointment, Skyler commented that: "Carla is the right person to continue to help move our brand forward, working collaboratively with our colleagues in global consumer marketing and in our institutional businesses."

With a background in trade, Hassan was most recently the executive vice-president and global chief marketing officer of Toys R Us – which filed for bankruptcy in 2017.

While at the toy retailer, Hassan set the vision for the company’s brands, managing its marketing, media strategy, CRM, analytics and loyalty programs across traditional and digital platforms.

Prior to her work for Toys R Us, the exec previously ran branding and marketing for PepsiCo’s beverage arm, driving growth across PepsiCo’s beverage portfolio in more than 50 markets.