Keith Burks

Citi Retail Services named former General Electric and McKinsey & Co. executive Keith Burks to a new role as “head of commercial cards.”

Burks will be based at Citi’s Atlanta office. In this role Burks is “responsible for the P&L, cross-functional execution and oversight of credit cards and products for commercial customers and partners,” the company said.

Burks has more than two decades of experience in banking, financial services and payments. He previously served as the chief marketing officer of three divisions of GE, which included the company’s capital global banking unit.

Prior to GE, Burks served in a variety of executive roles at Liberty Mutual Group. At McKinsey & Co., Burks was an associate partner and leader of the firm’s Southeast corporate finance practice. In these positions Burks headed the “credit cards, deposits and commercial insurance P&Ls, corporate finance, strategy, digital execution, analytics, loyalty, business development and multiple award-winning advertising campaigns,” Citi said.

Burks earned a degree in economics from Morehouse College as well as an MBA from Harvard Business School.

Aside from Atlanta, Citi Retail Services has offices in New York, Chicago, Tennessee, Texas and Utah. “The commercial organization is particularly strong, and my focus is on future growth and further enhancement of the organizations’ franchise commercial capabilities,” Burks said.

Citi Retail Services offers a private label credit card program to the retail industry, which includes tailored marketing programs and targeted user messaging as well as other proprietary services. Citi Retail Services has about 90 million open accounts, conducting more than 600 million transactions each year.

The company works with its retail partners to develop personalized credit card programs that are designed for “hyper-connected consumers.”

Earlier this year, Citi Retail Services was named a finalist for a BAI Global Innovation Award. “Citi Retail Services is being recognized for its Entity Linkage Framework initiative, an industry-leading technological innovation that provides a comprehensive, unified view of data that can serve to mitigate fraud or credit abuse, enhance customer experiences and improve operating efficiency,” the company said in September.