RBS drafts in Sapient’s Popple to lead digital drive

Royal Bank of Scotland is set to ramp up its digital marketing and multi-platform efforts following the appointment of digital veteran Chris Popple to lead online strategy.

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Popple will oversee development of digital marketing, ecommerce and multi-channel strategy for the state-owned bank’s Royal Bank of Scotland and NatWest brands.

Use of mobile applications, social media sites and its online banking setup will all fall under his remit.

He will join on 15 September from digital marketing consultants Sapient where he advised brands on distribution strategy, online customer experience and digital marketing engagement. Prior to this, he had stints as head of online and head of ecommerce at Vodafone.

He replaces Christopher Morson, who is joining Virgin Money to take on the newly created head of digital development role.

Morson is to develop the bank’s customer-facing “digital platforms”, such as its mobile offering and social media sites such as Twitter and Facebook.

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