Barclays appoints Nina Bibby to new group CMO role as part of restructure

Barclays has appointed Nina Bibby to the newly-created role of group chief marketing officer.

Her appointment is part of a wider restructure taking place across the business. It follows the retirement of Richard French, the bank’s former group head of brand, events, insights and sponsorship.

It is a return to the Barclays business for Bibby who was global CMO for Barclaycard between 2010 and 2013.

In a LinkedIn post announcing the move, she stated: “I am so inspired by the focus, ambition and commitment of Barclays to fulfil its leading role in this vital sector.”

The past two years have seen a number of senior marketers at the business depart.

In previous years the UK’s biggest bank has made attempts to differentiate itself from the rest of the industry in its marketing. In 2019, it launched a campaign in partnership with BBH titled ‘Make money work for you’, which aimed to personalise and demystify banking.

Bibby joins Barclays from her role as senior vice-president for consumer segment marketing at US telecoms business Verizon. Prior to this she was CMO at O2, a role she held for eight years until 2021.

While at O2 Bibby was credited with the rise in the availability and application of consumer data for the company’s marketing success. She noted that efficient use of data would “become increasingly important and apparent in other marketing functions and sectors”, suggesting she will bring a similar approach to Barclays.

She also championed creativity with the aim of differentiating and humanising the brand.

Bibby stepped back from O2 following its merger with Virgin Media.