Susan is a global brand strategist with a driven client mindset and a dedication to finding solutions which drive revenue plus financial growth. She was the Head of Global Brand at Citigroup where she oversaw all brand marketing across institutional, wealth, and consumer business. Most recently, she was involved in launching the first-ever ETF for investing in the strongest brands.
Susan excels in creating brand relevance and getting ahead of industry disruption. At Citigroup, she recognized a need to better engage with female clients given their increasing control over US wealth. She successfully launched a segmentation strategy at Citigroup to grow the brand’s long-term value with female millennials. Her success at Citigroup led her to working directly with the management team and country CEOs in the US, India, Australia, Japan, and South Africa.
Susan is adept at threading a strategy to activities deployed by corporate functions such as HR and corporate communications, as well as those driven by a LOB (line of business) such as digital marketing and customer service. Brands aren’t just built by a marketing department; it is a team sport.
Her experience serving 30+ companies headquartered in 20 countries across 9 sectors helps Susan discover solutions and insights to upcoming trends and challenges.
Susan specializes in brand planning and insights, marketing budget planning and oversight, omni-channel marketing, new product development, brand economics and metrics, and customer experience and culture.