Citigroup has appointed Dermot Boden as its chief brand officer, responsible for the company brand across all of its businesses, including wealth management.

In his new role Boden is responsible for ensuring Citi’s brand is consistent and effective throughout the group, and for leading strategy in this area.

Boden latterly worked at LG Electronics, where he was global chief marketing officer. Prior to that he worked in business and marketing roles at Pfizer and Johnson & Johnson in Europe, Asia and the US.

In related news, last month Citigroup named Venu Krishnamurthy as the head of its high net worth and affluent businesses, replacing Deborah Doyle McWhinney, who left recently. Prior to the appointment, Krishnamurthy was the global lead finance officer at Citi’s private bank.