Chase taps Citi's Carla Hassan as CMO
Chase has hired marketing veteran Carla Hassan as CMO; she was most recently CMO at banking rival Citi.
MikeTyes
Now, she’ll be taking her talents to Chase, replacing Leslie Gillin in the top marketing role. Gillin, who was appointed CMO just last year, left in March, a spokesman confirmed. It’s a fair amount of turnover for a role that was occupied for several years by Kristin Lemkau, a marketing leader who rose through the ranks at the brand to become CEO of U.S. Wealth Management in late 2019 after starting with the bank in global media relations in 1998. She was CMO for five years and became a well-known figure in marketing industry circles. Hassan carries a similar reputation as a highly regarded executive among marketing peers.
Hassan will also have a heftier marketing budget to manage. Last year, Chase spent about $295.1 million on measured media, a 2% rise over 2019, according to Ad Age's Datacenter. By comparison, Citi spent $112.8 million on media in 2020, a 12% decline over 2019, Datacenter reported.
