Bernice Tsai CC ’96 has been named senior executive director of Columbia College Alumni Affairs, Dean James J. Valentini announced on December 12.

Tsai, who will assume her responsibilities on January 7, comes to Columbia from Citigroup, where she headed a new team focused on driving engagement and loyalty. She previously spent 11 years at American Express, where she led marketing efforts for several of the company’s membership-based businesses. “Bernice brings significant experience working on brand loyalty, customer engagement, marketing and strategic planning, which will be of great benefit as she takes on our alumni relations program,” Valentini said.

After majoring in English and comparative literature at the College, Tsai earned an M.B.A. from the Kellogg School of Management at Northwestern. Following business school, she was the marketing manager at Jazz at Lincoln Center, where she developed a marketing plan to launch the center’s first educational curriculum, managed a large volunteer base and formulated marketing strategies to increase membership and revenue.

“Bernice has served as an Alumni Representative Committee volunteer for the College and is looking forward to working with our dedicated and committed alumni leaders and leading the Columbia College Alumni Affairs team. Her wealth of experience and familiarity with the College will help us achieve our goal of 100 percent alumni engagement,” Valentini said.