Career Branding • Personal Branding • Female Leadership

336 Central Park West, Suite 8F, New York, NY 10025 Phone: 212.662.4734 E-mail:

Brand Strategist, Speaker and Author: Branding is for People
From Madison Avenue to Wall Street to the halls of academe, Catherine Kaputa perfected her ability to market products, places, and companies. She first learned brand strategy from Al Ries and Jack Trout at Trout & Ries Advertising, then led the award-winning “I ♥ New York” campaign at Wells, Rich, Greene. For over ten years she was Senior Vice President, Director of Advertising and Community Affairs at Citi Smith Barney, and she taught branding and advertising at New York University’s Stern School of Business. Yet Catherine has discovered that the most important application for branding is not products, places, and companies. The best application for branding is for YOU.
• Recognized as an authority on personal branding and author of award-winning book, U R a Brand! How Smart People Brand Themselves for Business Success (2006): Winner of Ben Franklin award for Best Career Book 2007, Bronze IPPY award in the career category, and a finalist for Career Book of the Year 2007 from Foreword magazine. Acknowledged as a leader, mentor, and speaker on women’s leadership. Author of new book on women and success: The Female Brand, Using the Female Mindset to Succeed in Business to be published in May, 2009. Frequent speaker at corporations and women’s organizations including the women’s initiatives for Intel, UBS, and the Bank of New York, and the Pennsylvania and Massachusetts conferences on women. Pioneered successful global brand initiatives and advertising campaigns for Fortune 20 and other leading companies and organizations. Led innovative campaigns for leading financial brands: Smith Barney, Citigroup, Shearson Lehman Brothers, and Liberty Mutual Insurance. Created and launched the Community Investment Program at Smith Barney, a philanthropic and cause-related marketing initiative that used strategic alliances and program sponsorships of non-profit and community organizations along with active employee volunteer activities. Part of three-member Smith Barney team review for Travelers Foundation grants. Tapped to lead the “I ♥ New York” campaign (tourism and business development) at ad agency Wells, Rich, Greene. Recruited celebrities and Broadway shows to appear in the award-winning television commercials pro bono. The advertising was credited as the major factor contributing to a 30% increase in tourism revenues over a two-year period.


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    Branding and Marketing Personal Branding and Coaching Strategy and Tactics Women in Business Leadership     Public Speaking and Communications Writer and Thought Leader Collaborative Team Leadership Strategic Alliances and Partnerships

2002 – Present Brand Strategist, Speaker, and Writer Recognized as a leading brand strategist and author of award-winning book, U R a Brand!, featured on MSNBC, NBC, The New York Times, Investor’s Business Daily, Pink Magazine, PM Magazine, T+D Magazine,, and other leading broadcast, print, and internet media. Author of forthcoming book on


female leadership, The Female Brand, coming out in May, 2009. Clients include Intel, USA Today, UBS, The Bank of New York, Boehringer Ingelheim, Clear Channel, Merrill Corp, Interep, and the United States Department of the Interior. » Regarded as a thought leader and business coach in personal branding and female leadership and sought as a speaker, coach, and workshop leader by major corporations and organizations. » Tapped to write articles on personal branding for leading magazines and human resources publications including Pink Magazine and T+D Magazine, the leading magazine for talent development.
2003 Adjunct Professor, Marketing and Advertising Tapped to teach an advertising and marketing course to reflect the dynamic role of advertising and branding in selling and creating consumer culture with an emphasis on strategy, creative development, and integrated brand promotion.

New York University, Stern School of Business


1986 – 2001

Senior Vice President, Director of Advertising and Community Affairs Spearheaded all global branding and advertising for Citigroup Smith Barney and Citigroup Corporate and Investment Bank. Full P&L responsibility for worldwide advertising campaigns and key marketing and branding initiatives (budget ranged up to $75 million). » Led the brand strategy, creative development, and planning for successful global and regional marketing campaigns for Smith Barney, Shearson Lehman Brothers, and Citigroup Corporate and Investment Bank through multiple mergers, market reversals, and management changes including corporate image, tactical, and product advertising campaigns. Had key relationship with multiple ad agencies and marketing firms, and supervised projects for top executives in the U.S. and worldwide. Led a diverse group of professionals internally in advertising, new business development, internet marketing, and events. Tapped as part of a global eight-member corporate team charged with developing a new corporate identity and branding for Citigroup and its key brands. Supervised events and sports marketing, including the successful Shearson Lehman Brothers golf tournament. Directed advertising, PR, and events for all sports-related sponsorships. 1982 – 1986


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Wells, Rich, Greene

Vice President, Management Supervisor Recruited to lead the “I ♥ New York” tourism campaign featuring Broadway musicals and celebrities, and the New York State business development campaign. Accountable for all functional areas and P&L. » Led advertising campaign effort working closely with New York State Department of Commerce and New York City Theater League to create show-stopping television commercials. Recruited major celebrities and Broadway musicals, and supervised tight budget to produce award-winning commercials with high production values that transformed New York City’s image. Tapped to be part of the agency new business pitch team, and worked on the successful pitch and advertising launch for Liberty Mutual Insurance. Supervised and created pro bono advertising campaign on colon cancer for Memorial Sloan Kettering.

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Bachelor of Arts, Northwestern University Master of Arts, University of Washington Ph.D. Candidate, Harvard University



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U R a BRAND! How Smart People Brand Themselves for Business Success, Davies-Black, 2006: Winner of Ben Franklin award for Best Career Book, 2007; bronze IPPY award in careers category; and a finalist for Career Book of the Year from Foreword magazine. The Female Brand: Using the Female Mindset for Business Success, Davies-Black, 2009. “5 Ways to Build a Successful Personal Brand,” The New York Times Shifting Careers blog, August 12, 2008. “Creating a Brand Strategy,” T+D Magazine, April 2006. “Beauty Premium,” Pink Magazine, November 2006. Received over a half dozen advertising awards for Citigroup Smith Barney advertising and marketing campaigns, including two prestigious EFFIE awards. Executive leadership award, Shearson Lehman Brothers, 1988. Smithsonian Institution, Fellow, Washington, D.C. Japanese Ministry of Education, two-year fellowship at Tokyo University. Academic: Northwestern University full scholarship; University of Washington Teaching Fellow; Harvard University Teaching Fellow. You are a Brand! The Female Brand 10 Strategies for Career Success Keeping Your Brand in Demand Transforming an Organization, Product or Person into a Brand Speaking clients include: Intel, UBS, The Bank of New York, Boehringer Ingelheim, Clear Channel, U. S. Department of the Interior, Harvard University, The Harvard Club, New York University, and Northwestern University. The Advantage of the Female Mindset in Career Success: Speech to Pennsylvania Governor’s Conference on Women, Massachusetts Governor’s Conference on Women, Women in Communications, Financial Women of New York, and corporate women’s initiatives at Intel, Bank of New York, UBS, and others. Featured as a female mentor and leader. Women in Communications: Coach and mentor. Career Coach: NY Women in Communications (WICI) Board member: Columbia County (NY) Council on the Arts Former board member: International Advertising Foundation Interviewed on NBC Weekend Magazine, MSNBC, The New York Times, The Wall Street Journal,, Pink Magazine, Investors Business Daily, and many other media organizations.

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WOMEN’S LEADERSHIP — Women’s Talks, Mentoring, and Advocacy

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MEDIA: Interviews

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