In the fast-evolving world of financial services, where competition is fierce and consumer expectations are constantly shifting, the role of the Chief Marketing Officer (CMO) is more critical than ever. At JPMorgan Chase & Co., one of the world’s leading financial institutions, Carla Hassan has emerged as a transformative figure in this space. As the Global Chief Marketing Officer, Hassan oversees a marketing organization of 3,000 people, steering the firm’s branding, advertising, and customer engagement strategies across its Chase, J.P. Morgan, and corporate brands. Her leadership has not only driven growth but also redefined how a financial giant connects with its customers in an era of digital transformation, diversity, and purpose-driven marketing. This article explores Hassan’s journey, her impact at JPMorgan Chase, and her vision for the future of marketing in the financial industry.
A Journey Rooted in Resilience and Ambition
Carla Hassan, also known as Carla Zakhem-Hassan, was born in Lebanon and is a war refugee, a personal history that has shaped her resilience and perspective as a leader. Her journey to becoming one of the most influential CMOs in the world is a testament to her determination and ability to adapt to diverse industries and challenges. Hassan holds a Bachelor’s degree in communication, political science, and economics from the University of Colorado and an MBA from the Thunderbird School of Global Management. Her academic foundation, combined with her global outlook, set the stage for a remarkable career that spans consumer goods, retail, and financial services.
Before joining JPMorgan Chase in October 2021, Hassan built an impressive track record across several high-profile roles. She began her career at The Kellogg Company, where she honed her marketing skills by managing well-known brands such as Keebler, Rice Krispies Treats, and Eggo. This early experience in consumer packaged goods (CPG) gave her a deep understanding of brand positioning and consumer engagement, skills that would prove invaluable in her later roles.
Hassan spent 13 years at PepsiCo, where she held strategic marketing leadership positions, including Senior Vice President of Brand Management for the Global Beverage Group. In this role, she drove growth for iconic brands like Pepsi, Mountain Dew, and Gatorade across more than 50 markets worldwide. She also served as Chief Marketing Officer for PepsiCo’s Middle East & Africa business, based in Dubai, where she navigated complex cultural and market dynamics to expand the company’s footprint. Her time at PepsiCo was marked by innovation, including the creation of new brands and the international expansion of Gatorade.
In 2017, Hassan took on the role of Executive Vice President and Global Chief Marketing Officer at Toys “R” Us, where she led efforts to revitalize the brand during a challenging period that included the company’s bankruptcy. Despite the difficulties, she spearheaded initiatives to modernize the Toys “R” Us and Babies “R” Us brands, focusing on digital marketing, customer relationship management (CRM), and loyalty programs. Her ability to navigate the complexities of a struggling retail giant demonstrated her strategic acumen and resilience, qualities that would later catch the attention of major financial institutions.
Before joining JPMorgan Chase, Hassan served as Chief Marketing Officer at Citi, initially as Chief Brand Officer, and later assumed the top marketing role in 2020. At Citi, she led campaigns that emphasized pay equity, diversity, and inclusion, aligning the brand with purpose-driven initiatives that resonated with modern consumers. Her work at Citi, particularly in accelerating digital capabilities and launching products like the Citi Custom Cash Card, showcased her ability to blend creativity with measurable business outcomes.
A New Chapter at JPMorgan Chase
When JPMorgan Chase announced Hassan’s appointment as CMO in July 2021, it signaled a bold move to bring a consumer-focused, innovative marketer into the fold. Hassan succeeded Leslie Gillin, who had served as CMO briefly before stepping down for personal reasons. The transition occurred at a time when the financial services industry was facing rapid digitalization, increased competition from fintech disruptors, and growing consumer demand for personalized, value-driven experiences. Hassan’s unconventional background in CPG and retail, combined with her recent experience in financial services, made her uniquely suited to tackle these challenges.
At JPMorgan Chase, Hassan oversees a sprawling marketing organization responsible for advertising, media, performance marketing, sponsorships, entertainment, and talent. She also manages customer insights, analytics, and firmwide impact marketing and communications. Her team’s mission is to drive growth for the firm’s Chase, J.P. Morgan, and corporate brands while fostering deeper connections with customers, ranging from small business owners to institutional investors.
One of Hassan’s core priorities has been customer centricity. In an interview with Adweek, she emphasized the importance of understanding customer use cases and telling authentic stories that resonate with diverse audiences. For example, she highlighted the story of Access Trax, a small business backed by JPMorgan Chase that makes outdoor experiences accessible for people with disabilities. By amplifying such stories, Hassan has worked to position JPMorgan Chase as a brand that supports entrepreneurship and inclusivity, aligning with the firm’s $30 billion commitment to closing the racial wealth gap and driving economic inclusion for Black, Hispanic, and Latino communities.
Innovating in a Regulated Industry
One of the most striking aspects of Hassan’s approach is her ability to find opportunities within the constraints of a highly regulated industry. In an interview with The Financial Brand, she noted that working within regulatory “boxes” can spark creativity. This perspective has enabled her to push boundaries while ensuring compliance —a delicate balance in financial services marketing. For instance, Hassan has adopted emerging trends such as the metaverse and non-fungible tokens (NFTs), with JPMorgan Chase opening a virtual lounge in Decentraland to engage customers in innovative ways. However, she remains pragmatic, emphasizing that such initiatives must be relevant, measurable, and aligned with customer needs.
Hassan’s focus on personalization has also been a game-changer. In a 2023 interview with Business Insider at the Cannes Lions International Festival of Creativity, she stressed the importance of treating customers as humans rather than data points. By leveraging data-driven insights, her team creates tailored experiences that deepen customer relationships, whether through targeted campaigns or personalized financial solutions. This approach is particularly critical in an era where consumers expect brands to anticipate their needs and deliver seamless digital experiences.
Another key pillar of Hassan’s strategy is diversity, equity, and inclusion (DE&I). At both Citi and JPMorgan Chase, she has prioritized representing diverse groups in marketing campaigns, both in front of and behind the camera. Her commitment to DE&I aligns with broader societal shifts and has helped JPMorgan Chase connect with younger, more diverse audiences. This focus has earned her accolades, including being named one of Forbes’ World’s Most Influential CMOs in 2021, 2022, and 2023, as well as an AdColor Legend in 2021 and one of Business Insider’s 31 Most Innovative Chief Marketing Officers in 2022.
Data-Driven Marketing and Organizational Leadership
Hassan’s leadership extends beyond creative campaigns to the strategic use of data. In a podcast with Knotch, she discussed the intersection of data and content, emphasizing that data should drive decisions, not just validate successes. At JPMorgan Chase, she has restructured the marketing organization to integrate data teams more closely with growth initiatives, fostering a culture where analytics and creativity work hand in hand. This approach has enabled the firm to optimize ad spend, improve lead generation, and enhance content strategies, as evidenced by her partnership with Knotch to deliver high-performing content for young home shoppers.
As a leader, Hassan is recognized for her ability to inspire and motivate global teams, even in a post-pandemic world where remote work and employee burnout present significant challenges. At the Marketers That Matter Forum, she emphasized the importance of modeling a clear vision and fostering a positive environment that enables teams to thrive. Her empathetic leadership style, rooted in her own experiences as a war refugee and global citizen, has made her a respected “culture carrier” within JPMorgan Chase.
Recognition and Impact
Hassan’s contributions have not gone unnoticed. In addition to her Forbes and Business Insider recognitions, she received the Authentic Leadership award from the Choose Creativity Awards in 2024. She serves on the boards of St. Jude, the Ad Council, and the Association of National Advertisers, further amplifying her influence in the marketing and social impact spheres. As a 2018 Henry Crown Fellow within the Aspen Global Leadership Network, she has also demonstrated a commitment to leadership development and global engagement.
Looking Ahead
As JPMorgan Chase navigates an increasingly competitive landscape, Carla Hassan’s vision for modern marketing will be pivotal. Her ability to blend creativity, data, and purpose-driven storytelling positions her as a trailblazer in the industry. By prioritizing customer centricity, embracing digital innovation, and championing inclusivity, she is not only driving growth for JPMorgan Chase but also redefining what it means to be a CMO in the 21st century. As she continues to lead with authenticity and boldness, Hassan’s impact will undoubtedly shape the future of financial services marketing for years to come.
