Geoffrey Sanders

Geoffrey Sanders


Results-driven, analytical, strategic marketer with 10 years financial services industry experience and 4 years internal & external consulting experience.  Expertise in acquisitions, loyalty and retention marketing.  Proven ability to drive business growth by creating & optimizing marketing programs, leveraging data to understand consumer needs and identify new opportunities, leading cross-functional teams across geographies, and recruiting & developing employees.  Experienced in digital, phone, and mail marketing.  MBA from Kellogg School of Management and Bachelor’s degrees in Economics and Biology from MIT.


Reading, gourmet cooking & wine, ancient history, computers, skiing, photography.

Work History

Work History
Jun 2011 - Present

Senior Vice President, Digital Marketing

Citi - Global Consumer Marketing & Internet Office

Develop and execute digital marketing campaigns driving credit card, bank, and mortgage acquisitions, banking service adoption and brand strength, on Citi’s U.S. consumer web sites with 35MM+ visits/month.  Lead 7-member team conducting over 250 web, mobile, and email campaigns per year.

  • Acquired 290M new card accounts in 2012, growing 11% YoY due to channel expansion, creative enhancement, placement optimization, and improved offer selection.
  • Executed 50+ A/B and multivariate tests on targeting, offers, landing pages, creative, and copy to enhance campaign performance.  Leveraged Adobe Test & Target, ad servers, and email split testing.
  • Reduced load time by 60% through asset optimization and streamlined site coding in order to improve user experience and organic search ranking.
Nov 2009 - May 2011

Senior Vice President

Citigroup - Citi Cards

Lead performance optimization and product development for U.S. Branded Bank Card customer service phone sales channel, generating over $280 million in revenue from 85MM calls.  Manage relationships with portfolio and product teams, phone sales support organization, and IT.  Managing one direct report.

  • Led team introducing new sales stimulation offers targeted at customer segments underpenetrated within channel, generating over $100 million in incremental card usage in 2010.
  • Increased 2010 revenue in card activation sales channel by $10 million through optimization of call mix handled within constrained sales agent capacity and enhanced routing strategy.
  • Managing sales strategy for Add-An-Account program to acquire 26,000 new accounts in 2010.
Mar 2008 - Nov 2009

Vice President

Citigroup - Citi Cards

Oversee development, optimization, and flawless execution of retention strategy for Citi Cards' U.S. Bank Card and Business Card portfolios, which generate over 2 million retention calls per year.  Charged with delivering $160 million in revenue to the business in 2009.  Managing a two-person team.

  • Increased revenue per call by 32% year-over-year through improved offer selection and targeting.
  • Delivered $1.5B in profitable receivables in 2008 by optimizing balance transfer pricing strategy.
  • Received 2008 Citi Cards Chairman's Leadership Award, given to 5% of employees annually.
  • Direct pre-emptive retention program, generating $11 million in revenue annually through reducing attrition of high value cardmembers by 35% while increasing card usage and balances.
  • Work with call center operations team to develop training and communications, incorporate customer and employee feedback, and align 350+ sales associates' compensation with business goals.
Jul 2007 - Feb 2008

Vice President

Citigroup - Citi Cards

Managed retention strategy for Citi Cards’ Travel & Affluent Markets portfolios, Business Card, and Oil & Bank partnerships, saved 400,000 accounts and $700 million in balances per year.

  • Managed 35-member cross-functional project team building new system functionality and offers in order to grow revenue, reduce losses, and improve call center associate effectiveness.
  • Received promotion to current responsibilities after seven months in role.
Aug 2006 - Jul 2007

Management Associate (2nd Year)

Citigroup - Citi Cards

Developed retention strategy for AAdvantage, Business Card, and Oil & Bank partnerships, saved 250,000 accounts and $500 million in balances per year.

  • Optimized AAdvantage portfolio retention strategy, increasing profit by $2.6 million, through creation of new retention offers and removal of offers from unprofitable customer segments.
  • Increased save rate by 427 basis points for the Shell Oil portfolio by developing and implementing a new type of rewards offer never used before in Citi’s Oil Co-Brand portfolios.
  • Led Citi Cards’ recruiting efforts at the Kellogg School of Management. Screened resumes and conducted interviews, hiring one Management Associate and one Summer Associate.
Aug 2005 - Jul 2006

Management Associate (1st Year)

Citigroup - Citi Cards

Developed and executed marketing strategy for the Citi Dividend product’s first-year population of 900,000 cardmembers, focused on driving sales activation, increased usage, and revolve behavior.

  • Managed creation and rollout of all first-year base communications and marketing materials for the new Citi Dividend American Express product.
  • Analyzed data to better understand first-year cardmember performance, leveraged insights to identify and target relevant offers focused on key business challenges to population sub-segments.
Jun 2004 - Aug 2004

Summer Marketing Intern, Duracell Major Cells

The Gillette Company

Led cross-functional teams consisting of creative services, demand planning and procurement, sales, store solutions, and packaging design on initiatives to maintain and grow Duracell's market leadership position.

  • Developed strategic recommendation and action plan to pursue a $40 million opportunity in the low price battery market and in discount retail channels. Presented to Duracell VPs and general manager.
  • Supervised execution of and provided creative direction for a national free standing insert with 42.3 million circulation, including Duracell's first multicultural FSI targeted at the Hispanic community.
Apr 2001 - Jul 2003

Senior Business Analyst

Capital One

Second external hire into internal strategy group reporting to Capital One's CEO.  Worked with business line managers to develop multi-year growth strategies, created communications for senior management and board presentations, and developed and implemented marketing strategy for multiple business units.

  • Developed and executed an advertising campaign and new product test in Capital One's Deposits business, generating over $13 million in new deposits in four weeks. Managed 11-member cross-functional team from creative development, call center, bank operations, and IT departments.
  • Led 4-member team increasing financial product sales to customers activating their credit cards. Improved sales scripting and product targeting, yielding a projected $15 million increase in profit.
  • Analyzed competitors and identified profit opportunity in a segment of the credit card market. Presented findings to senior management, leading to allocation of resources against that segment.
  • Evaluated and recommended against a life insurance marketing JV, saving $1 million in expenses.
Aug 2000 - Mar 2001

Business Strategist, Integrated Strategy Discipline

Sapient Corporation

Worked on cross-functional teams consisting of strategy, project management, technology, and creative development helping clients transform their businesses through technology.

  • Sold a $1 million e-business strategy project to a major telecommunications equipment manufacturer.
  • Performed build versus outsource analysis in redesigning a wireless telecommunications provider's web infrastructure.
Sep 1999 - Jul 2000

Business Analyst

Mitchell Madison Group
  • Redesigned direct marketing strategy for a training services provider, improving gross margins by 400%.
  • Developed corporate strategy for a large real estate brokerage, successfully joining team mid-project.


Sep 1989 - Jun 1995

Trinity School
Sep 1983 - Jun 1989

The Allen Stevenson School