Game-Changer Alert: Virgin Money Appoints Waitrose’s Marketing Chief as First-Ever CMO
Emma Isaac, the head of marketing at Waitrose, will become Virgin Money's inaugural chief marketing officer by the end of October
Virgin Money has appointed Emma Isaac, formerly of Waitrose, as its inaugural chief marketing officer as the brand gears up for its ambition of becoming the leading digital bank in the UK. Prior to this, Gerry Magee, the head of brand and marketing, had overseen the marketing operations at Virgin Money. After five years with the company, Magee will bid farewell to Virgin Money at the end of the year. Isaac will officially assume her new role in late October.
Isaac has served as the head of marketing at Waitrose for more than two and a half years. During her tenure, she played a pivotal role in creating the supermarket's 'Food To Feel Good About' brand promise. Additionally, she spearheaded efforts to enhance marketing effectiveness by fostering collaboration with commercial colleagues and agency partners.
Recently, Waitrose made three new appointments to their marketing team. One of these hires includes the introduction of a head of brand and customer experience, a position that combines the customer and brand teams. This new role will be overseen by Helen Carroll, a former marketer from Co-op.
Prior to her tenure at Waitrose, Isaac had accumulated approximately seven years of experience as a senior marketer within the financial industry. Initially, she served at Barclays from 2013 to 2016, followed by her role at NatWest Group from 2016 to 2020. During her time at both companies, she held the prominent position of brand and marketing director.
Additionally, Isaac contributed 12 years to British Airways, ultimately attaining the position of head of brand. Furthermore, she significantly contributed to the field as a brand strategy consultant and partner at two respected brand strategy agencies, namely Circus and Serac Partners.
"I am thrilled to be joining Virgin Money during this crucial time, as we work towards achieving its mission of making people happier about their finances and propelling its advancement as the top digital bank in the UK," she expresses.
She further states that Virgin Money's goals of making a substantial positive impact, challenging the existing norms, and driving growth and meaningful change perfectly align with her own aspirations for her professional journey.
In 2018, the Clydesdale Bank Group purchased Virgin Money for £1.7bn. As part of this acquisition, it was revealed that the Clydesdale Bank and Yorkshire Bank brands would be gradually phased out in favor of the Virgin Money brand. Virgin Money now faces competition from emerging digital banks such as Monzo and Starling as it strives to establish itself as the leading digital bank in the UK.
In addition to her senior marketing positions at various brands, Isaac actively participates in WACL, an organization dedicated to advocating for gender equality in the marketing and advertising industry. She also holds a fellowship with the Marketing Academy.
