Barclaycard appoints CMO

Barclaycard has appointed former Intercontinental Hotel Group (IHG) marketer Nina Bibby as global chief marketing officer as the financial services brand tries to move away from being seen as just a credit card.

Nina Bibby
Nina Bibby

She replaces Michelle Bottomley, who had been acting CMO since Libby Chambers left in November last year.

The payment services brand says Bottomley decided to stay in her role as Barclaycard’s chief marketing officer in the US for family reasons.

In a statement, Barclaycard says Bibby will “lead Barclaycard’s marketing agenda and establish marketing approaches for the future”.

The brand has concentrated much of its recent marketing effort on music sponsorship and its payment solutions and services, such as Barclaycard Freedom, in recent months.

Bibby will work with Michelle McEttrick, who joined as chief marketing officer for global retail banking (GRB) in March.

McEttrick’s appointment, and Chambers’ departure, followed the creation of GRB in November. The division includes the UK Retail Banking and the Barclaycard businesses.

Bibby left her last known position, senior vice president for global brand management at IHG in December 2009.

Prior to this, she was commercial strategy director at Diageo.

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