New York – Citigroup has announced that Dermot Boden has been named Chief Brand Officer.
In this position, Boden will be the steward of Citi's brand, leading brand strategy and ensuring that branding and marketing are effective and consistent across the range of Citi's businesses. Boden will chair Citi's Brand Council and oversee the Global Branding and Sponsorship groups. He will report to Executive Vice President for Public Affairs Edward Skyler.
Vikram Pandit, Citi's Chief Executive Officer, said, 'Dermot Boden has shown creativity, thoughtfulness and the ability to execute a strategy over the course of a career during which he has contributed to the building of many different and successful brands. As Citi approaches its 200th anniversary next year, effectively communicating who we are and what we stand for takes on renewed importance and will help determine our success going forward'.
For more than 25 years, Boden has led businesses, built brands and driven creative marketing initiatives. He joins Citi from LG Electronics, where he served as Global Chief Marketing Officer since 2007. Previously, he held business and marketing positions at both Pfizer and Johnson & Johnson in Europe, Asia and the US.
Dermot Boden said, 'Citi is an iconic brand, with a tradition of innovation and an unparalleled global network. Citi's 200th anniversary is a great opportunity to build an even stronger brand so we can better identify and connect with the aspirations of our clients and customers as we help them achieve their financial goals'.