Caleb Hunt Email & Phone Number

Advising startups and corporates on brand, marketing and business development. Creating value by simplifying complexity to enable focus on core business and relationship drivers. Engagements include positioning for healthcare AI startup, customer journey modelling and channel alignment for major re-insurer, business development for high-growth SaaS, international market entry for Martech platform, brand adviser to DTC incubator portfolio, communication strategy for NGO and nonprofits.

New York, New York, Us

Repositioned and rebuilt Citi brand following financial crisis. Led strategy, advertising, communication, brand infrastructure. Highly strategic position requiring robust response to political and reputational challenge while providing ongoing support for commercial growth across business lines. Launched new brand platform and major ad campaign to reboot image and reputation. Drove key brand attributes through thought leadership, media and content partnerships, political and influencer outreach, Olympics sponsorship, recruitment and internal comms. Spearheaded new segmentation and targeting. • Powerful positive impact (@50%+) impact on key image and reputational attributes • Multiplier effect on product adspend - @10-15% efficiency gains on $100MM+ budgets

New York, New York, Us

Headed Marketing, Digital, Customer Experience across Japan businesses. 70 person team, $100MM budget. Drove digital transformation, reinventing customer experience and powering customer acquisition and revenue growth. Global lead on development of Citigroup’s next-gen distribution ecosystem - psychographic segmentation, ethnographic research, digital and retail design, process reengineering, and value engineering. Cross-channel model tying together mobile, web, and physical channels. • Rolled out globally, @30% cost efficiencies, @20% NPS and brand image gains• Grew retail FX and structured products portfolio @+10% per year, footings by @$1BN overall• Developed “Powered by Citi” Asia-Pacific advertising campaign - 16 countries, @$250MM• Managed crisis communications, compliance/regulatory response, operational risk reduction• Led and integrated Marketing, Digital and Customer Experience groups across all Citi Institutional and Consumer businesses in Japan. Managed 70-person team, $100MM budget• Psychographic segmentation and persona development for deep client insight• Research, innovation and implementation of Citi's next-gen retail ecosystem (IA/UX/UI designfor digital and physical platforms) to drive customer experience as competitive advantageo Rolled out across Citi globally, @30% cost efficiencies, @20% NPS and image gains• Developed new positioning, identity, and communications campaign for Diners Card• Grew retail FX and structured products portfolio @+10% per year, footings by @$1BN overall• “Powered by Citi” advertising campaign across Asia-Pacific - 16 countries, @$250MM• Member Japan ExCo + Japan Business Risk Compliance Committee – managed compliance/regulatory responses, CAPs, process redesign for operational risk reduction, crisis comms

Drove large scale growth for multi-billion-dollar consumer lending business. Integrated two major acquisitions (total 300 retail outlets) under new brand, rebranding all touchpoints, improving brand awareness and perception. Increased marketing effectiveness with refreshed customer targeting aligned to risk model and new advertising. Significantly increased acquisitions and portfolio growth• Acquisition +25% per year, portfolio +400,000 to 2.1MM, brand awareness from 18% to 40%

Us

Established and built out brand consulting/strategy group. Transitioned boutique design studio to full service branding agency, expanding across APAC (Tokyo, Hong Kong, Seoul, Shanghai, Taipei, Singapore) and adding strategy, architecture, and verbal branding capabilities. • Grew consulting in Japan, South Korea, Taiwan and Hong Kong to 25% of region revenues

Founding manager of one of the first digital agencies in Japan, supporting clients (Coca Cola, Hibiya Kadan, UBS) through exploration and transition to digital marketing models and builds

Led brand strategy, positioning and creative development projects for Japanese and international corporate clients, including Sony, Toyota, Toshiba, Mazda, Hitachi, ANA. Managed creative and legal team, doubled unit revenues. Developing names, taglines, identities, strategies

Digital Marketing Strategies

Master Of Arts - Ma, Anthropology

Education record