Nationwide has appointed Catherine Kehoe as its new chief marketing and corporate affairs officer.
Kehoe joins the bank after working for Nationwide’s rival Lloyds as chief customer officer for 15 years.
The new CMO will leave Lloyds Banking Group next month and will start her role at Nationwide at the beginning of next year.
Lloyds has said that current members of Kehoe’s team will take over her responsibilities until a replacement is found.
During her time as chief customer officer at Lloyds, Kehoe led around 500 marketers across brands such as Bank of Scotland and Scottish Widows. Prior to her time at the bank, known for its customary black horse, Kehoe oversaw a team of 100 industry professionals at Yell.
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“Catherine has an impressive career in brand, marketing and communications spanning over 30 years and shares Nationwide’s purpose, values and commitment to doing the right thing for members and colleagues,” a Nationwide spokesperson said.
Kehoe is credited with re-establishing the Lloyds brand and its marketing functions, as well as rebuilding its reputation after the 2008 global recession.
At a Oystercatchers Club Event in 2018, Kehoe touched on Lloyds’ brand revamp: “It was a really important time for marketing to help realign and recalibrate that relationship between our brands and our customers, where reputation matters, where trust matters, where what we stand for and what we do for our customers was really important.”
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