Santander promotes Keith Moor to new CMO role

Santander has promoted brand and communications director Keith Moor to the newly created chief marketing officer role.

Santander has promoted Keith Moor to a new CMO role.

Moor will oversee the marketing budgets and activity for all the banking group’s products and services across its business and retail banking units. Previously marketing for the units had been handled separately.

In a statement, the bank says its “tremendous [brand] assets” need to be “managed centrally as a Santander UK resource.” Moor adds he hopes to provide a “holistic view” and help the bank achieve its objectives.

Santander has been investing heavily in media to try and tempt customers to switch their current accounts in the wake of the launch of a new service that promises to quicken the process up.

Investment in the ads for its 123 current account, which feature brand ambassadors Rory Mcllroy and Jessica Ennis, has shown early signs of paying off. According to a recent report by TNS, Santander attracted 20 per cent of those customers switching using the service in the two weeks following its launch on 17 September while the customers lost to rivals totalled 11 per cent. The net gain of 9 per cent was the highest enjoyed by any bank.

Moor was director of brand and communications and has been at the bank or its UK processor Abbey for 18 years. 

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