Citi has revamped its marketing strategy under Alex Craddock to support its renewed focus on wealth management. The restructuring includes new leadership roles dedicated to various marketing areas, reflecting the bank's commitment to growth in its wealth segment. This move addresses previous struggles while aiming to enhance fee-based revenue. Craddock emphasizes a holistic brand approach and strategic content creation aligned with business goals, seeking to strengthen Citi's market presence through cohesive marketing efforts.
"We're not just producing content and putting out a 50-page white paper, he said. We're really thinking a lot more strategically about content format, distribution, and ensuring content creators are working closely with Citi's business units."
"Citi aims to think about its brand more holistically and make sure business marketing is aligned with the broader brand strategy," Craddock told Banking Dive last week.
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