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
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. 

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here