McQueen, currently the firm’s divisional director for mortgages and general insurance, takes over from James Boulton, who is to leave after less than two years in the role.
A spokesman for Nationwide says the decision to appoint McQueen was made “to maximise the potential of our brand”, adding that it “now needs to move our marketing and customer strategy to a new level”. McQueen will take the title divisional director for customer strategy and marketing.
It is not known if Boulton, a former HSBC marketing director, has a job to go to.
Nationwide has recently switched to focusing marketing activity on products benefits. A 2010 campaign starred characters from the TV show Little Britain.
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