Amanda Rendle was HSBC’s global head of marketing, commercial banking and global banking and markets between 2010 and 2015. She left the role in December 2015 to become a director at Jaren Consulting. Rendle joined HSBC in 2000 after working on both client and agency side. One of her biggest challenges is knowing what the marketing function of the future will need to look like following the unprecedented pace of change. She adds: “Our role in the business is to be obsessive about customers and put them at the heart of what we do. What does the customer’s brand experience really look like and how as marketers are we equipped to support across all touchpoints? It means a very different role.”