Deutsche Bank appoints new CMO as it pushes on with “Global Hausbank” strategy

Alex Sword


The Financial Services Forum

Deutsche Bank has appointed a new CMO with agency and out-of-sector experience.

Tim Alexander took on the new role, which also carries the title of Head of Global Brand & Marketing, in April.

His previous role was Chief Marketing and Chief Experience Officer at the private bank arm of Deutsche Bank, titles which he had held since 2017 and 2019 respectively.

Prior to joining Deutsche Bank, he worked in the telecoms industry, including Swisscom and Telefónica Germany.

Tim also has experience of the automotive sector from Daimler and agency experience from SAATCHI & SAATCHI International.

Founded in 1870, Deutsche Bank is a Frankfurt-based bank with € 1.5tn in AUM, as of 2021. It operates across four core business divisions, including a European corporate bank, an investment bank, a private bank and an asset manager.

In 2019 it launched a transformation strategy built around being a “Global Hausbank” strategy, which roughly translates to being a global regular or local bank. The strategy aims to make Deutsche Bank “the first point of contact in all financial matters”.

In 2022, it saw profit before tax rise 65% year on year to €5.6 billion, while revenues rose 7% to €27.2 billion.

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