Focused on the transformation and modernisation of a complex global marketing matrix; building the operational infrastructure, digital capabilities, and measurement frameworks required to attribute marketing performance to commercial growth.

Led Citi’s enterprise digital platform strategy across the bank’s web and digital marketing ecosystem. Accountable for a global portfolio spanning websites and digital platforms, MarTech, analytics, measurement and reporting. Driving brand/UX consistency across touchpoints, stack harmonisation and scalable capabilities including SEO, performance marketing enablement, CRM/CMS integration, experimentation and governance.

Led global digital strategy and growth initiatives for Citi Private Bank, focused on UHNW client acquisition and relationship deepening. Oversaw public web, CRM/email, social, performance marketing (PPC/display), SEO and digital PR, plus end-to-end measurement linking digital activity to pipeline and commercial outcomes. Defined and governed visual identity across digital and offline channels, including events and sponsorship activations, and built a high-performing global team delivering cross-market initiatives.

Held global responsibility for digital marketing programme delivery as a member of the Digital Leadership Team. Led web, SEO and analytics; delivered major platform programmes (including site rebuild/migration) and strengthened marketing technology and measurement to support sales pipeline growth.

Led the Group’s digital marketing strategy and channels, including global website and social presence. Delivered global campaigns and always-on content; implemented social listening/publishing and reputation monitoring; and partnered with country teams and agencies to strengthen digital governance, customer engagement and performance across markets.

Led digital strategy for corporate and commercial banking and private bank segments, overseeing website development, UX, content strategy, SEM/SEO and optimisation. Delivered high-impact digital campaigns, accelerated organic growth through SEO, and introduced performance marketing capabilities to improve acquisition and engagement.

Negotiation Mastery, Launching Tech Ventures & Entrepreneurship Essentials