Barclays has announced the appointment of Nina Bibby to the newly-established position of Group Chief Marketing Officer as part of a broader restructuring initiative within the organization. This development comes in the wake of Richard French’s retirement, who previously held the role of the bank’s Group Head of Brand, Events, Insights, and Sponsorship.
Notably, this marks a return to Barclays for Nina Bibby, who previously served as the Global CMO for Barclaycard from 2010 to 2013. In a LinkedIn post, she expressed her enthusiasm for Barclays’ focus, ambition, and commitment to its leadership role in the financial sector.
Over the past two years, several senior marketers have left the company. In earlier years, Barclays embarked on marketing efforts aimed at setting itself apart from the competition. In 2019, they launched the ‘Make money work for you’ campaign in partnership with BBH, designed to personalize and demystify banking.
Nina Bibby joins Barclays after her role as Senior Vice President for Consumer Segment Marketing at US telecoms company Verizon. Prior to this, she served as the Chief Marketing Officer at O2 for eight years until 2021. During her tenure at O2, Bibby was recognized for her role in expanding the use of consumer data for marketing success, emphasizing the growing significance of data utilization across marketing functions and industries.
She also prioritized creativity as a means to differentiate and humanize the brand. Bibby’s departure from O2 coincided with its merger with Virgin Media.
