NatWest recruits marketing chief

NatWest has recruited a senior United Biscuits executive to head its marketing department, as part of a drive to become more customer-focused.

Frazer Smith has taken up the position of strategic marketing director and will report to Norman Blackwell, NatWest’s director of group development. Smith was formerly managing director of United Biscuits in Western Europe.

Blackwell says: “We must become a leading-edge marketing organisation and that’s why we wanted someone with a background in packaged goods, who can take the consumer viewpoint rather than the producers.”

Smith is responsible for developing and implementing a unified brand strategy across the Nat-West group, which comprises 13 businesses.

He will liaise with managing directors and marketing departments in NatWest’s consumer-focused operations, which include its retail, card, commercial, mortgage and insurance businesses.

Smith’s appointment is part of a drive to centralise decision-making on NatWest brand strategy. Last year, the group dropped its roster of eight advertising, direct marketing and design agencies and appointed TBWA GGT Simons Palmer as lead consultancy.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here