Barclays Secures Marketing Marvel as Former O2 CMO Assumes Chief Marketing Role

Nina Bibby has been appointed as the group chief marketing officer at Barclays. This marks her return to the Barclays business, as she previously served as the global CMO for Barclaycard from 2010 to 2013.

In a LinkedIn post, she announced, "I am greatly inspired by Barclays' determination, ambition and dedication to lead in this critical sector."

In past years, the largest bank in the UK has strived to distinguish itself from the competition through its marketing efforts. In 2019, it collaborated with BBH on a campaign called 'Make money work for you', aiming to make banking more personalized and accessible.

Bibby comes to Barclays after her position as senior vice-president of consumer segment marketing at Verizon, a telecommunications company in the US. Previously, she served as the CMO at O2 for eight years until 2021. During her time at O2, Bibby was recognized for her role in enhancing the utilization of consumer data, contributing to the company's marketing achievements. She emphasized the significance of effectively leveraging data, stating that this practice would extend to other marketing functions and industries. This suggests that she will apply a comparable strategy at 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.