Senior VP of Entertainment Marketing, Citi
Concerts in the Citi
When Citi first partnered with Live Nation for exclusive tour presales in 2007, the financial services company accounted for a small part of the top promoter's overall ticket sales.
| My Mentor:"My parents have long been role models both at home and at work. My father's entrepreneurial spirit and ethics in building a development business instilled the value of personal relationships which are critical to growth, especially in entertainment. My mother has an infectious enthusiasm for music, and appreciation for the creative energy of artists."
Cut to 2012, and Citi has become a much more significant piece, helping artists like Madonna sell more than 17 million tickets during the presale alone. But giving card members exclusive access to tickets is only one part of the strategy Jennifer Breithaupt has been spearheading for the last five years as Citi senior VP of entertainment marketing. The company has been doubling down on creating exclusive events, including card-member-only concerts with the likes of Maroon 5 and Alicia Keys, increasing its overall events across music, sports, dining and family by 23% this year. Keys is also the face of a current Citi TV campaign that showcases her single "Girl On Fire," while acts like Carlos Santana and the Fresh Beat Band are key parts of a current promotion. "Music has universal appeal and it empowers stories," Breithaupt says. "Creating memorable moments through exclusive artist experiences before and after concerts has really helped us engage customers in a unique way and build loyalty and preference."