Nationwide’s interim CMO moves to head up branch network

Nationwide’s interim CMO Mark Brayton has moved to a new role as Branch Network Director.

The role will see Mark lead Nationwide’s branch network in the North of England, Scotland, Wales and Northern Ireland and will see him lead branch colleagues through a period of existing transformation as part of the Society’s refreshed purpose and strategy.

Mark started in the interim CMO position in July 2022, his tenure coinciding with the UK’s cost of living crisis.

This period provided the chance for Nationwide to explain the benefits of mutuality to a much wider audience, with its marketing during this time highlighted the support it was offering to members, such as through its cost-of-living freephone helpline.

Prior to Nationwide Mark was at Yorkshire Building Society for over 18 months, where he oversaw a wide-ranging programme to embed the marketing function more effectively in the group, involving content, communications and engagement. This saw the launch of an app and the creation of new digital engagement capabilities and activations.

He started his career at Barclays, rising from its graduate programme through a range of roles to become Marketing Director for Barclays UK.

Commenting on the move, Mark said: “After 18 incredible months as Nationwide’s Chief Marketing Officer I was drawn to the branch network. I grew up in retail – it’s in my blood – and the opportunity was just too good to pass up. With a new strategy recently launched at Nationwide and a refreshed purpose I’m looking forward to playing my part in the next chapter of one of Britain’s most trusted brands. I’ve loved every minute as CMO and am taking everything I’ve learned into my new role, which will be an exciting challenge.”

Nationwide is currently undergoing a refresh of its brand across its communications and customer experience. In March, new CMO Catherine Kehoe began her role after her appointment was announced in August.

The mutual recently launched a major ‘Fairer Share’ campaign that included paying 3.4 million members with the deepest relationships £100 each. Eligible members had to have a current account and a savings or mortgage product. This followed a spike in the mutual’s annual profits.

Nationwide Marketing & Communications Director on marketing purpose during the cost-of-living crisis