Eva De La Rosa
Head of Global Payments Marketing
Citi
Alma Mater: Stanford University
Eva De La Rosa is Head of Global Payments Marketing in the Personal Banking and Wealth Management organization at Citigroup. As part of the business development and strategy group, she is responsible for leading consumer marketing partnerships with Mastercard and Visa, including digital innovation, advertising, customer benefits, and global sponsorships.
Previously, Eva was Director of Strategy and Business Development at American Express, responsible for managing a retail client portfolio with $2 billion in customer spend, comprised of the largest strategic partners for Amex, including Target, Nike, Crate & Barrel, Petco, Sony, Groupon, and others. She was also Chief of Staff to the Executive Vice President of Global Merchant Services,
responsible for rationalizing strategic initiatives, financial planning and analysis, customer satisfaction, and employee engagement.
Throughout her 10-year tenure at Amex, Eva held a variety of positions including B2B client management, commercial card sales, and global marketing. As part of the global marketing team, she led the launch of The Platinum Card in Latin America with issuing banks in the region. Eva also previously held business development roles with the OPEN Small Business group leading customer
acquisition and sales.
At Coca-Cola, Eva was Head of Product Commercialization and led the development and execution of new product launches across markets and in partnership with some of the largest retail partners, including Target, Walmart, and 7-Eleven. Her team developed commercial sales strategies and consumer campaigns for various beverage portfolios, including Coke Classic, Minute Maid, Sprite, vitaminwater, and Fanta. Eva also led product marketing amplification across regional markets for the Olympics and World Cup.
As Director of Marketing at British Petroleum, Eva led a cross-functional team that developed and executed marketing strategies for over 1,200 franchisees in the convenience retail channel for North America. She managed a diversified team responsible for leading strategic partnerships with food and beverage companies including Kraft, Nestle, Coca-Cola, and Anheuser Busch. Eva also
pioneered the Hispanic marketing strategy in the Western U.S.
Eva is a lifelong proponent of diversity, equity, and inclusion in the public and private sectors. At Citi, she serves on both the Global Diversity & Inclusion Council and on the Steering Committee for the Hispanic/Latino Employee Network. As an advisory member of the non-profit organization 5050 Women on Boards, she has advanced efforts to place more women on corporate boards in order to drive gender balance at companies in the Russell 3000 Index.
Eva also served as Co-President of the Stanford University Latino Alumni Association and was recognized by Duke University with the prestigious May-Penn Alumni Award for her longstanding leadership and service to Duke. In 2021, Eva was named by Hispanic Executive Magazine as one of its Leading Latinas in its annual tribute to industry leaders and diversity champions.
Eva holds a Bachelor of Arts degree from Stanford University and an MBA from Duke University. She is a native of Los Angeles and currently resides in Brooklyn Heights, New York.
