Chief Marketing Officer
Carla Hassan is the Chief Marketing Officer of Citi. As CMO, Carla leads Citi’s unified branding and marketing organization in building distinctive, impactful campaigns that differentiate the brand and fuel the firm’s continued growth and success. In this role, Carla oversees Citi’s Branding and Sponsorships, Global Consumer Banking marketing efforts and elements of the Institutional Clients Group’s marketing and sponsorship activities. Under her leadership, the team is differentiating Citi’s products and services and accelerating the firm’s award-winning digital capabilities to deliver a world-class client experience.
Carla joined Citi in 2018 as Chief Brand Officer and led efforts to bring Citi’s mission of enabling growth and economic progress to life around the world. In this role, Carla oversaw Corporate Branding, Advertising, Sponsorships, Experience and Media, as well as Insights and Analytics.
Prior to joining Citi, Carla was the Executive Vice President and Global Chief Marketing Officer of Toys “R” Us. In this capacity, she served as a member of the company’s global leadership team and oversaw the vision for the company’s brands, marketing and media strategy, creative, marketing communications, digital marketing, CRM, Analytics, Insights and Loyalty Programs. Prior to joining Toys “R” Us, Carla served as Senior Vice President, Brand Management for PepsiCo’s Global Beverage Group. In this role, she was responsible for driving growth on PepsiCo’s beverage portfolio across 50+ markets around the world, including leading brands Pepsi & Mountain Dew, creating new brands, and expanding Gatorade internationally. During her 13 year tenure at PepsiCo, she held a number of strategic marketing leadership roles for Quaker and Gatorade in the US, and was Chief Marketing Officer for the company’s Middle East & Africa business based out of Dubai. Prior to that, Carla held several marketing roles at The Kellogg Company, overseeing well-known brands including Keebler, Rice Krispies Treats and Eggo.
Carla serves on the advisory board of the Association of National Advertisers’ #seeher initiative and was named a 2016 Ad Age “Woman to Watch”. Carla holds a BA in communication, political science and economics from the University of Colorado, and an MBA from the Thunderbird Graduate School of International Management. Carla is also a member of the 2018 Class of The Henry Crown Fellowship within the Aspen Global Leadership Network at The Aspen Institute.