Senior VP of client marketing at Citi steps down

Citi's senior vice president, head of client marketing and digital capabilities in Singapore, Jaslyin Qiyu, has stepped down from the role after just under four years, according to Qiyu when MARKETING-INTERACTIVE reached out. Her last day will be at the end of April this year. 

"I am thankful for my time at Citi as well as the relationships I have built along the way. As a passionate marketer by profession and by choice, I believe there are still a lot of untapped opportunities for marketing teams to partner with the business functions to bring about real value for their customers," Qiyu said.

She added that since joining Citi, she has developed its mobile merchandising strategy using data insights, martech and content led engagement.

Qiyu said that moving forward, she has plans to focus on her marketing consulting business, Mad About Marketing Consulting, that she has been working on periodically from 2015.

"It's been something I have been pondering since last year to take a break and do something on my own. With the current global restructuring going on, it is timely to make that move," said Qiyu in a conversation with MARKETING-INTERACTIVE. 

Don't miss: Former Citibank SG CEO joins DBS to head up strategy and planning

"As the founder of the business, I will be providing advisory services to CMOs, CEOs and COOs on how to maximise, revitalise and transform their marketing organisation to be a true business enabler," she said. 

This covers processes, platforms and people looking at brand, value proposition, content, martech, customer experience and social selling transformation.

"I'll identify gaps to be plugged, untapped opportunities and simply to ensure nothing falls through the cracks based on my innate understanding of how marketing can and should work," she added. 

Prior to her stint 11 months stint as senior vice president, head of client marketing and digital capabilities, Qiyu was vice president, head of client and digital channels marketing. 

Before this she was senior director, head of South East Asia marketing at JLL. There, she oversaw the marketing strategy and regional team management for six markets of more than 20 talents. She also localised its content strategy to raise the profile and presence of the company in SEA.

Qiyu has also held leadership roles in companies such as Kantar, EY, Credit Suisse and State Street. 

Join us this coming 24 - 25 April for #Content360, a two-day extravaganza centered around four core thematic pillars: Explore with AI; Insight-powered strategies; Content as an experience; and Embrace the future. Immerse yourself in learning to curate content with creativity, critical thinking, and confidence with us at Content360!

Related articles:
MAS imposes SG$330m additional capital on OCBC for deficiencies in SMS scams
Behind Citibank SG's multi-million dollar marketing push for its digital wealth solution
DBS, Singtel and The Hour Glass top SG's strongest brands in new report