Citigroup has announced the appointment of Dermot Boden as chief brand officer, stewarding the firm’s brand and assuming leadership of its brand strategy.
He brings more than a quarter of a century of experience to the firm, which he joins from LG Electronics where he worked as global chief marketing officer from 2007 onwards.
In his new position Boden will chair the Brand Council and supervise the Global Branding and Sponsorship groups.
He will also be tasked with ensuring that Citigroup’s branding and marketing is effective and consistent throughout its operations and will be directly responsible to Executive Vice President for Public Affairs Edward Skyler.
Chief Executive Officer Vikram Pandit praised Boden’s creativity and thoughtfulness and emphasised the importance of effective communication and branding for the firm’s success.