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About Citigroup Incorporated
Citi's Global Consumer Bank serves more than 100 million customers(1) in the fastest-growing cities in 24 countries worldwide.
The Global Consumer Bank (GCB) operates four geographical business lines — Branded Cards, Retail Services, Retail Banking and Commercial Banking — in Citi's four regions: Asia; Europe, the Middle East and Africa (EMEA); Latin America; and North America. With more than a century of enviable brand and market leadership in markets like the U.S., Mexico and Asia, GCB is competitively well-positioned to grow a high credit quality customer base that benefits most from our global capabilities.
In 2015, GCB delivered meaningful progress on strategic initiatives and set the foundation for growth. We streamlined our product suite and sharpened value propositions to drive new customer acquisition, concentrated our retail presence in top urban centers with our distinctive Smart Banking® model and prioritized the digitization of our business today to reflect the massive shift in transaction acti