203-561-0497 | ian.fettinger@gmail.com | linkedin.com/in/ianfettinger| www.ianfettinger.com
LEADERSHIP HIGHLIGHTS
Seasoned professional with 18 years of experience in Sports Sponsorships, Advertising, and Experiential Marketing, recognized for outstanding leadership on both client and agency sides, serving diverse B2C and B2B sectors
Spearheaded 50% year-over-year growth in Consumer Wealth & Sponsorship activations during my first year at Citi
Distinguished leader while at Momentum Worldwide, driving business excellence and securing prestigious industry accolades, including Cannes Lions, The One Show, Clio Sports Awards, American Business Awards, and Event Marketer Awards, underscoring the ability to deliver exceptional results within breakthrough creative concepts
Orchestrated the successful launch of The American Express Shop, a groundbreaking contactless payment store in the Barclays Center, marking a historic moment for American Express
Pioneered a transformative reorganization by establishing the Sponsorship Services division at Lagardere Sports & Entertainment's Grassroots Sports Tours. This innovative move consolidated four distinct regional roles into a unified group, optimizing the delivery of brand experiences and sponsorships.
EXPERIENCE
Citi - New York, NY - January 2022-Present
SVP, Experiential Marketing
Lead Executive within the Experiential Marketing division across Citi Personal Banking & Wealth Management for Citi Global Wealth & Proprietary Product Management (i.e. Citi Custom Cash Card) activations
Created and launched new vision, strategy and implementation plan for the discipline including new processes, standardization of tools and systems, thought leadership best practices, and integration between regions and clients, increasing client experiences by 47% YoY while reducing overall spend by 37.5%
Enhanced the full-funnel PPM ecosystem with first-of-its kind activations such as Styled by Citi Custom Cash Card and The Studio by Citi Custom Cash Card, reinforcing their respective value propositions driving product awareness, ultimately resulting in over 17MM PR impressions and an increase in product enrollments of 200%
Directed NBCU’s Citi Concert Series on TODAY 2024 refresh, orchestrating the bank's critical logo update—the first since 2015. Utilized rigorous audience testing and proprietary research to ensure impactful brand linkage and attribution, reaching over 21 million broadcast viewers.
Developed and implemented Citi US Personal Banking's inaugural sponsorship contribution valuation system. Evaluated direct business impact, benchmark alignment, and brand objectives in collaboration with the Sponsorship team to inform strategic decision-making on sponsorship contributions.
Bridge between the firm's Brand Health team and Retail Banking, Cards, and Wealth leads. Synthesize data to inform smarter briefs leading to more impactful campaigns, aligning with key audiences mapped to our risk appetite.
Serve as lead client for multiple agencies, spearheading efforts related to the creation of, and adherence to, agency MSA, project SOWs, reporting, and activation execution
Momentum Worldwide, New York, NY - APR 2012-December 2021
VP, Group Director - Business Leadership - AUG 2017-December 2021
Led the American Express, SAP and Subway accounts, across experiential activation, media partnership integrations, and branded content for sports partnership portfolios across 11 professional sports teams (Golden State Warriors, Chicago Bulls, Chicago Blackhawks, Boston Celtics, LA Lakers, LA Kings, LA Galaxy, Miami Heat, Dallas Cowboys, Seattle Seahawks, Brooklyn Nets) 5 major venues (Barclays Center, United Center, FTX Arena, Mercedes-Benz Stadium, Dignity Health Park) and 3 professional sports leagues (NBA, NFL, NHL)
Built and managed efficiently to agency scope of work and MSA, operating a profitable team of 6 FTEs abd 1 contractor while encouraging personal & professional growth
Developed partner media integrations for activations with external agencies for American Express, SAP & Subway
Led and mentored multiple teams of high-performing account execs (7) to create marketing campaigns, from creative strategy to execution
Served as lead Executive running cross-functional agency teams of Strategy and Insights, Creative, Production, Experience Design, and Live Events groups
Director, Business Leadership - MAY 2015- AUG 2017
Managed USTA & USGA partnerships, overseeing sponsorship activations throughout the year at flagship events such as The US Open (Flushing, Queens) and multiple U.S. Open (golf) Championships
Increased foot traffic through The US Open American Express Fan Experience YoY by 15% through thoughtful and strategic activation programming & communications
Managed integrated program elements including experiential platforms, branded/social content, video content, digital/ social, talent sourcing & utilization, print and radio
Manager, Business Leadership - APR 2012- MAY 2015
Managed 40+ events annually for high-value Cardmembers in the American Express By Invitation Only program
Lagardere Sports & Entertainment /, New York, NY - APR 2012-December 2021
Sponsorship Activation Manager & Regional Event Director
Managed relationship between Hoop It Up National 3v3 Tours and all national sponsors ensuring proper activation of all sponsorship benefits and delivering year end recap reports showing ROI
Created new activation ideas incorporating customer participation and social media integration
Generated additional revenue through National, Regional and Local sponsorship sales
EDUCATION
SUNY Cortland | Cortland, NY | B.S. Sport Management
BOARD MEMBER
SUNY Cortland Sport Management