It is hoped the group retail unit will help the mutual develop a more cohesive retail strategy by more closely aligning all aspects of the marketing mix with the branch network.
The role of marketing director Andy McQueen is unaffected by the change and he will continue to report to Rhodes.
The changes come in the week Nationwide reported a 100 per cent increase in new customers switching their current accounts to Nationwide from rivals in the six months to 30 September.
The mutual aggressively targeted disgruntled customers of banks in the period with its “On your side” activit that declared “you don’t need a bank but you do need a bank account”.
Rhodes is to take on the responsibilities of group distribution director Matthew Wyles, who is to leave next week.