Barclaycard, the UK’s leading credit card company, has reappointed former head of brand marketing Colin Woodcock and promoted its direct marketing chief as part of a top-level restructure designed to move the brand into new areas.
Woodcock quit the company less than two months ago to join British Gas as head of marketing (MW August 10), but is now returning to Barclaycard in a new role, as head of marketing strategy.
Meanwhile, head of relationship marketing Mark Duckworth has taken over Woodcock’s previous role, head of brand marketing, which will cover both above and below the line.
Both will report to Barclaycard marketing director Paul Parmenter, whose own role has been expanded in line with the new strategy. He will add corporate and new venture business to his existing role, which covers UK and international consumer accounts.
A Barclaycard spokesman says: “This restructure will put marketing at the heart of our business as we move the brand into new sectors.”
He declined to say which sectors the company is investigating.
The company has come under increasing pressure from low-cost US credit card companies, such as Capital One, and UK entrants like Prudential’s Egg, but still holds 25 per cent of the UK market. Its nearest rivals, Lloyds TSB and NatWest, both hold about 12 per cent.
British Gas has yet to appoint a replacement for Woodcock.