Executive Profile: Robin Morrow, Head of Competitive Intelligence at Citi

Robin Morrow is head of competitive intelligence at Citi, where she has held leadership roles for over four years. Morrow previously served as the company’s head of research and user experience strategic capabilities, as well as lead for insights and design strategy.

Having dealt mostly with CI roles, Morrow has expertise in consumer needs, innovation, and UX and capabilities for strategic direction, insight generation and thought leadership, according to her LinkedIn profile.

Prior to joining Citi, Morrow offered freelance services, mainly ad-hoc support and consulting engagements, for select clients such as eBay, IBM and Taco Bell between 2012 and 2016. Specifically, she conducted qualitative and quantitative research, including voice of the consumer research, trend reporting and user experience surveys. She dedicated another three years to doing freelance consumer insights consultation for various companies from 2005 to 2008. By conducting ethnographic and archetypal analysis, she helped one of her clients, Gillette, develop its Venus razor.

Morrow also provided consumer insights for American Express, where she designed, managed and provided recommendations for primary and secondary research projects, covering all customer touch-points and media vehicles for product development, positioning and advertising, among others. She also helped in the development of American Express’ digital site by translating consumer needs and overall strategic input.

She was also the co-owner of the website called BigSkyTent, an online import business that catered to the luxury retail sector.

Morrow holds a bachelor’s degree in marketing from Syracuse University and a Master of Business Administration degree in marketing from New York University.