Dermot Boden joined Citigroup in March 2011 as the company’s first Chief Brand Officer. In this position, Dermot is the steward of Citi’s brand, leading brand strategy and ensuring that branding and marketing are effective and consistent across the range of Citi’s businesses. Dermot chairs Citi’s Brand Council and oversees the Global Branding and Sponsorship groups.
For more than 25 years, Dermot has led businesses, built brands and driven creative marketing initiatives. Prior to joining Citi, he served as Executive Vice President & Global Chief Marketing Officer at LG Electronics since 2007 in Seoul, Korea. He created, defined and built a clear brand positioning, connecting emotionally with consumers, that drove sales for the range of the LG portfolio, including mobile communication devices, home entertainment and household appliances.