HFC Bank is reviewing its marketing structure, creating three senior marketing positions for each of its business units, in an attempt to become more product focused.
The bank, which is behind the credit card brands Marbles and GM Card, plans to appoint a marketing director for each business division: credit cards, personal banking and direct marketing services. The recruits will report to group marketing director Mark Robinson.
Andrew Johnson has already been installed as personal banking marketing director. He replaces Andrew Richmond, who has moved to become branch operations director for personal banking. It is expected that the other positions will be filled internally by existing marketing staff. Possible candidates include director of database marketing Richard Wade and e-commerce and business relationship marketing director Stuart Haire.
HFC declined to comment on any names. “We are reviewing how we are structured,” says commercial director Martin Rutland. “We are looking at how to give our business units greater support.”
HFC is reviewing its media account through the AAR. The account is split between Starcom Motive and The Media Shop. HFC’s creative account is handled by Clark McKay & Walpole.
In October, HFC, which also produces affiliate credit cards, teamed up with PC World to launch a branded credit card for the computer retailer.