HSBC has appointed an insider to head up content across the business, as it increasingly centralises its marketing roles.
The bank appointed London-based Elena McMurdo to the position of Global Head of Content Strategy and Content Centre of Excellence in December.
She continues to hold her position of Global Head of Marketing for Business and MME Banking. Prior to this, Elena headed proposition development for ultra high net worth individuals and the firm’s private banking and wealth marketing strategy.
She previously held marketing roles at NOW TV and News UK, and in-house PR and communications roles.
The move to consolidate global content strategy comes after HSBC hired its first ever Global CMO, John McDonald, in October.
HSBC restructured at the end of 2024, splitting HSBC into four core divisions: UK, Hong Kong, CIB and International Wealth and Premier Banking.
Recent major marketing initiatives have included a global brand campaign, which has encompassed the ‘Originals’ content series with Bloomberg, Conde Nast and Vox Media, media presence across 23 global airports and investments in strategic brand partnerships in Hong Kong and the UK.
