NAB Shakes Up Marketing Department Again With New CX Division

NAB Shakes Up Marketing Department Again With New CX Division
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National Australia Bank (NAB) has announced changes to its executive leadership team, as the major bank looks to become more customer-focused.

NAB’s customer products and services division has become the customer experience division, which will focus on building advocacy and loyalty through the design and delivery of NAB’s banking experience.

The division encompasses customer experience, marketing, digital, products, NAB Labs and NAB Ventures.

Rachel Slade will lead this division in the new role of chief customer experience officer. She has been executive general manager of deposits and transaction services since joining NAB in January 2017.

Former NSW Premier Mike Baird has been appointed as NAB’s chief customer officer of consumer banking. He will lead NAB’s retail banking business and also take a lead in the setting of the bank’s reputation agenda.

Baird has been NAB’s chief customer officer for corporate and institutional banking since April 2017.

David Gall moves to the role of chief customer officer for corporate and institutional banking, having been NAB’s chief risk officer and part of its executive leadership team since August 2014.

Shaun Dooley, who is currently group treasurer of NAB, replaces Gall as chief risk officer.

Andrew Hagger will leave NAB after 10 years, including the past eight years as a member of its executive leadership team. In that time, he led a number of divisions, including marketing and people.

NAB chief executive Andrew Thorburn said the changes would bring greater focus and momentum to NAB’s commitment to being a simpler, more customer-focused bank.

“We have a clear plan to transform NAB and create a sustainable business that puts customers first, and we are executing on that plan,” he said.

“Now is the right time to make these changes as we work to create a better bank and earn the trust of our customers.”

NAB had already made a number of tweaks to its marketing department in recent times, with Michael Nearhos exiting the bank after role as general manager of brand experience was made redundant, and CMO Andrew Knott also departing after two-and-a-half years.

Photo (L-R): David Gall, Shaun Dooley, Andrew Thorburn, Rachel Slade and Mike Baird

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