She joins from Barclay’s advertising agency BBH where she headed the bank’s creative account. She will report to GRB vice-president Deanna Oppenheimer.
Her appointment follows the creation of GRB in November. The division includes the UK Retail Banking and the Barclaycard businesses and is led by former Barclaycard chief executive Antony Jenkins.
The creation of the global retail banking unit led to the departure of global retail and commercial banking and Barclaycard chief marketing officer Libby Chambers.
Barclays decided not to hire a direct replacement for Chambers and split her duties between David Rutley, global retail banking director, Emmet Burns, retail banking marketing director and Michelle Bottomley, CMO for Barclaycard US, who took on marketing responsibility for Barclaycard in the UK in addition to her US duties.
McEttrick is currently business director at BBH. Prior to this, she was director of integrated marketing at Safeco Corp and vice president for marketing at Allrecipes.com.