Barclays picks head of CRM for retail banking arm

Barclays has appointed Ellen Kinney to lead CRM strategy for its UK retail banking business

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Kinney joins as director of response-based marketing and will be responsible for the planning and execution of physical and electronic direct mail activity.

She replaces Emmet Burns, who took over from Dave Jeppesen as marketing director for UK retail banking last August. Kinney will report to Burns.

Barclays has restructured its retail marketing department this year following the creation of the Global Retail Banking (GRB) division last November.

GRB includes the UK Retail Banking and the Barclaycard businesses and is led by former Barclaycard chief executive Antony Jenkins.

The creation of the unit led to the departure of global retail and commercial banking and Barclaycard chief marketing officer Libby Chambers.

The bank has since appointed BBH executive Michelle McEttrick as chief marketing officer for GRB.

Barclays has not hired a direct replacement for Chambers, splitting her duties between David Rutley, global retail banking director, Emmet Burns, retail banking marketing director, and Michelle Bottomley, CMO for Barclaycard US, who took on marketing responsibility for Barclaycard in the UK in addition to her US duties.

Kinney has previously held senior marketing positions at US banks JP Morgan Chase and Washington Mutual.

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