Senior Vice President at Citi | Top B2B Marketing Strategy Voice
From Strategic Branding, Customer Experience Excellence to Crisis Management: The Versatile Expertise of Jaslyin Qiyu
In the ever-evolving landscape of digital marketing, leaders emerge who redefine the rules and set new standards. Jaslyin Qiyu, a C-Suite Brand, Marketing & Communications professional, stands at the forefront of this transformative wave. With a distinguished career spanning various industries, she brings a wealth of expertise to her role as Senior Vice President at Citi.
Professional Journey:
Jaslyin’s journey reflects a commitment to excellence and innovation. Currently serving as the Head of Client Marketing and Digital Capabilities at Citi, Singapore, she oversees strategic marketing planning for the consumer banking business. With a focus on brand management, content strategy, demand generation and mobile marketing, Jaslyin plays a pivotal role in steering Citi’s marketing initiatives across multiple channels
Strategic Leadership Across various Industries:
Jaslyin’s over two decades of marketing and communications leadership experience straddles across different industries in the Asia Pacific region, including professional services, banking & finance and real estate As the Senior Vice President at Citi, Jaslyin leads a team of over 20 marketers, both on-site and offshore, driving brand, content, and demand generation strategies. Her responsibilities include implementing marketing technologies, defining policies for controls and governance, and crisis as well as social media management. Her strategic approach underscores her role in shaping Citi’s brand and reputational narrative.
Digital Optimization Expertise:
Jaslyin’s proficiency extends to digital channel optimization, marketing analytics,marketing technology implementation and adoption and B2B/B2C omni-channel marketing strategy. Her certifications, including Google Squared Online, Forrester’s Sirius Decision Account Based Marketing Pathway and accolades such as the CEO Impact Award and recognition in the Global 200 Power Leaders in Marketing & Communications 2023, highlight her impact on the digital landscape.
Global Recognition and Thought Leadership:
Being recognized as one of the Global 200 Power Leaders in Marketing & Communications and CX Networks Top 20 Leaders to Watch 2024 Globally attests to Jaslyin’s international influence. Her thought leadership extends to various publications, including her insightful piece on “Living with epilepsy: loving someone with epilepsy.” Adept in English and Mandarin, she bridges cultural and linguistic gaps in her global endeavors.
Diverse Industry Impact:
Jaslyin’s career spans diverse sectors, including consultancy, finance, real estate, and market research. Her roles at JLL, Kantar, EY, Credit Suisse,State Street and OCBC Bank showcase her versatility and ability to lead high-performing teams across industries and highly matrix, often male-dominated environments. She believes that diversity in experience will help companies better shape their perspectives and prevent unconscious bias in their solutions delivery. This is also why Jaslyin believes that marketing should be one of the key decision makers, working alongside sales in formulating strategies to achieve tangible business objectives beyond flashy campaigns.
Educational Background:
Jaslyin’s academic pursuits include an Executive Certification in Digital Business Strategy from MIT Sloan School of Management, a Master’s in Science from University College Dublin, and a Bachelor’s in Mass Communications and Marketing from Upper Iowa University.
Mentoring and Giving Back:
Apart from her corporate responsibilities, Jaslyin is deeply involved in mentoring and talent development. Her role as a Brand and Digital Marketing Mentor at Xpertise Academy and during her free-time reflects her commitment to nurturing aspiring marketers and solopreneurs.She also sits on the Advisory Board of the CX Network, a globally renowned organization focusing on customer experience excellence and change management. This demonstrates her deep-rooted passion in helping companies to better shape their value proposition and build empathetic solutions to address their customers’ problems.
5 Leadership Lessons
- Adaptability as a Key Leadership Trait
- Strategic Vision Guides Action
- Mentorship for Team Growth
- Never Say “It’s always been done this way”
- Championing Diversity for Innovation
Editorial Note:
In the fast-paced world of digital marketing, Jaslyin Qiyu emerges as a trailblazer, blending strategic acumen with digital expertise. Her leadership at Citi and impactful roles across industries underscore her ability to navigate complexities and drive results. As she continues to shape digital futures, Jaslyin’s influence as a C-Suite professional and mentor solidifies her position as a visionary leader in the global marketing landscape.
