Lynden Greenfield

About Lynden Greenfield

Experienced global marketing professional MBA with extensive experience managing strategic partnerships and delivering high-impact consumer and colleague engagement and experiential marketing campaigns across multiple channels.Collaborative leader with a strong ability to guide cross-functional teams in executing comprehensive marketing and branding initiatives that drive business growth and elevate the customer experience. Demonstrated success in executing national campaigns focused on social responsibility and consumer engagement. Adept at designing and executing immersive experiences that amplify brand presence and foster meaningful consumer and colleague interactions. Skilled in leveraging data-driven insights to refine strategies, enhance campaign performance, and ensure alignment with evolving market trends. Proven track record of overseeing sponsorship negotiations and fostering long-term relationships with key stakeholders.Areas of Expertise: Purpose-Driven Marketing & Branding, Strategic Partnerships & Sponsorships, Multi-Channel Marketing & Activations, Agency Management, Consumer Engagement/Experiential Campaigns, Employee Engagement & Internal Branding, Budget Management & Financial Oversight, Data Analytics & Performance Optimization, Event Planning & Management, Brand Stewardship & Consistency, Content Creation & Distribution, Social Media Strategy & Execution, Retention Strategy, Talent/Celebrity/Influencer Marketing.Areas of Focus: Financial Services (consumer services including retail bank, credit cards); Culture and Entertainment; Beauty.

Experience

1. Senior Vice President, Purpose Marketing and Brand Engagement

   Citi

   Nov 2021 — Present · New York, NY, US

   Oversee strategic partnerships and national campaigns, driving brand alignment with key corporate responsibility initiatives. Manage collaborations with organizations including No Kid Hungry and 15 Percent Pledge. Deliver multi-channel campaigns through email, account online placements, and paid and earned media. Negotiate sponsorship renewals with key partners to ensure partnership sustainability. Oversee brand stewardship in partnership with legal teams for Citi Global Divestitures across APAC and EMEA markets, ensuring compliance with licensing agreements and maintaining brand continuity post-exit. Partner with leadership to manage budgets and develop presentations highlighting team accomplishments and client engagement strategies. Responsible for partnering cross-functionally across Citi to galvanize Citi colleagues to become brand ambassadors. Lead culture transformation work, management/strategy/execution of internal events and experiences, and community engagement to inspire Citi employees\' ownership and pride of the brand. Culture Transformation Work- Lead brand & marketing strategy for Citi\'s New WayGlobal Communication & Amplification of Key Initiatives - Create and manage a strategic framework for global communication of key initiatives (from events to campaigns to sponsorships)- Document best practices for amplifying key initiatives among global marketing and other Citi partners Global Marketing Community Engagement- Ensuring meaningful conversations happen regularly among the Citi marketing community, including creation of events and experiences such as marketing forums and speaker seriesTeam Measurement & ROI

Education

• University of Pennsylvania

  BA, English with a concentration in Creative Writing

  2007 — 2011

• The Chapin School

  High School Diploma

  1994 — 2007

• Columbia Business School

  Master of Business Administration (MBA), Marketing/Marketing Management, General

  2015 — 2017

Skills

• Editorial
• Beauty Industry
• Social Media
• Blogging
• Writing
• Fashion
• Cq5
• Editing
• Creative Writing
• Facebook
• Social Networking
• Publishing
• Storytelling
• Magazines
• Copy Editing