Under Chief Marketing and Content Officer Alex Craddock, the bank has restructured its marketing department to better support its broader vision, and hired for several new marketing roles, including a head of wealth marketing, a head of banking and markets marketing, a head of sponsorships and partnerships, and a head of marketing innovation, he said. Citi has doubled down on growth in its wealth segment, which had struggled in the past but has become a key piece to improving the bank’s business mix by adding more fee-based revenue. Craddock pointed to wealth as an area ripe for opportunity when it comes to reinvigorating the bank’s brand. With its marketing efforts, Citi aims to think about its brand more holistically and make sure business marketing is aligned with the broader brand strategy, Craddock told. Content also falls under Craddock’s purview, and the approach there has changed, too. “We unified a fragmented marketing team: Business marketing was embedded in the businesses, enterprise marketing was centralized. We see opportunities to reenergize the brand, and wealth is a great example. We recognized, as we were bringing all the individual parts of the wealth business together, we needed to develop a new proposition and a new brand platform to launch that proposition to market. So we reposition wealth in the minds of our clients and ensure that it meets the business that we are today, and not some perception of who we were in the past. We did a lot of work when I came in through last year, to really understand our clients’ needs, understand our landscape and identify a client audience that is the right kind for Citi to go after, and build a proposition and a platform to reach them. The world change-maker audience is focused on wealth creation, and often multigenerational wealth creation. They’re often international in the way they live their lives, but also in business. We’re focused on three key priorities. One is around content creation, and how we can start to accelerate creation of written and visual content. The other is around personalization: how can we use AI to personalize content, whether that’s for specific client segments, or how we personalize, for example, our credit card marketing real-time? That can be accelerated with [artificial intelligence]. The third is around validation. We are producing a vast amount of content across the firm. It’s hard for humans to make sure it is all on-brand. We can use AI to do that validation and make recommendations as to how we might want to augment certain aspects of our content to make sure that it is consistent with brand guidelines. The other part we’re exploring is compliance approvals: how do we accelerate the speed at which we are getting compliance approval for content, by using AI to do a lot of that heavy lifting for us? We’re building the expertise and knowledge in-house, but we’re complementing that with third-party AI solutions where it makes sense, because they bring something distinctive that we couldn’t build ourselves, or it would take too long to build.”