With a long history of blue chip brand experience, Katherine Whitton was set the task of extending the Barclaycard brand into Europe. Starting out in financial services, Whitton understands the need to rebuild trust in a sector with a tarnished reputation. Along with rebuilding relationships with customers, she needs to manage the continuous developments in technology and payments including tags, mobile and near field communication, but finds the technological pace of change inspiring. It will be interesting to see if extending the brand across continental Europe – where the bank enjoys none of the heritage it does in UK – will provide insight into how to compete against new entrants to the financial market such as Apple and Google.
Best advice: "Try everything once and if you like it, try it again."