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Eric Fulwiler is continuing his mission to learn how the world’s hottest fintech start-ups and the biggest and most innovative financial service brands drive growth through modern-day marketing. Today's special guest is Carla Zakhem-Hassan, CMO at Citi. She talks about her experiences as an immigrant in the US, the importance of empathy - as a person and as a marketer - and how it's critical as a marketer to remember that you are working for your customer. She highlights the power of names in a person's identity, and the importance of Citi's recent team up with Mastercard to allow transgender and non-binary customers the ability to put their true name on their bank cards, hopefully the first of many similar initiatives. This season of Fintech Marketing Podcast is sponsored by Visa Whatever your payment plans, Visa, the world’s leader in digital payments, is on hand with the expertise, programs, solutions, and partner networks to help make it happen. Bring your big idea to life. Partner with Visa to do it bigger and faster. Visit visa.co.uk/fintech (https://www.visa.co.uk/partner-with-us/info-for-partners/info-for-fintechs.html). If you enjoyed the show, don't forget to subscribe to never miss an episode and leave a review on iTunes and every other podcast app! Spread the Fintech Marketing love by sharing or tweeting this podcast. Follow us on Twitter (https://twitter.com/FinTechInsiders) where you can join the conversation, alternatively email podcasts@11fs.com! Special Guest: Carla Zakhem-Hassan.