The world’s biggest bank, Citibank, has drafted in a new UK marketing director from food giant Kraft Foods following an internal promotion.
Peter Wilkes, Kraft marketing director for the Middle East and Africa, replaces Mike Dennehy, who is taking on a new international role at Citibank.
Wilkes’ remit will be to extend the bank’s retail expansion programme and to promote its palm-top machine, made by Psion. The machine, which was launched this year, allows Citibank customers to transfer money, order cheques books and pay bills. Further new products are being planned for next year.
Dennehy has become planning and research director for the bank. He will spearhead international marketing initiatives and technological innovations.
The bank targets AB customers, usually with salaries over 30,000 a year, and has extensive international networks allowing charge-free international money transactions. Though it has a small number of UK branches, Citibank is expanding its direct operation.
Wilkes was at Kraft for two years. He has previously worked for Jeyes, the household cleaning company, SmithKline Beecham and Boots.
The bank is thought to be planning a big advertising campaign this year through Foote Cone & Belding.
In April Citibank restructured its international management to target industry and product groups.