Alex Craddock Joins Citigroup as CMO from BlackRock
Citigroup has hired Alex Craddock in a newly created role as Chief Marketing and Content Officer.
Craddock joins from BlackRock, the world’s largest asset manager, where he served for the past six years – first as Global Chief Marketing Officer for iShares, BlackRock’s ETF business, then as Global Chief Marketing Officer for the parent group.
At Citigroup, Craddock will report to Chief Client Officer David Livingstone. As the bank focuses on its advertising strategy to increase revenues, Craddock’s hiring comes at a critical time. His remit will be enterprise and business marketing, and strategies to produce original content.
Before the top marketing job at BlackRock, he served as Global CMO, Personal Systems at HP for two years. Immediately before that, he had been at BlackRock for 18 months as Managing Director, CMO and Global Head of Brand and Advertising, iShares.
He worked at Visa for eight years and Visa International for three and a half years. He held the posts of Senior VP, Head of Global Brand and Product Marketing; Senior VP and Head of North America Marketing – CMO; Head of US Marketing; Head of Global Commercial Marketing and Regional Director, Product & Channel Marketing, and Marketing Director S&SE Asia.
He was SVP and Regional Head of Marketing at Visa International, which he left for a year for the role of Group Head of Brand and Marketing at Xerox Corporation, before returning to Visa.
Craddock began his career in the automotive industry for nearly eight years, split between Groupe Renault and Honda Motor Europe in the UK.
He has a B.A. in European business from Nottingham Trent University.