The high street finance brand has promoted head of corporate responsibility Caroline Hallatt to oversee service and performance for its retail operation.
A spokesman confirmed Hallatt’s role was new but declined to offer any further information.
The move, however, is in line with a recent push to highlight how its mutual status allows it to focus on customers. This includes the “Ten million savers. Seven promises. One focus” press campaign, which highlights the benefits of its services.
Nationwide has looked to bolster its savings business by improving rates. The strategy helped attract £423m of net funds in the six months to 30 September, compared with an outflow of £6.1bn last year.
Annette Kerlin, previously head of brand proposition, has replaced Hallatt as head of corporate responsibility. The building society plans to replace Kerlin with a newly named head of brand strategy.
Nationwide is reviewing its advertising business, currently held by Leagas Delaney. Its last major campaign ran earlier this year and featured characters from BBC comedy sketch show Little Britain. The business ended its 11-year sponsorship of the England national team in July.