Catherine Kehoe

Managing director, retail brands and marketing

Lloyds Banking Group

Kehoe is an extraordinary marketer. She’s calm in chaos and relishes the challenges that give many nightmares, from the distrust in the banking sector to its complex regulatory framework. This is just as well, because the past year has been full of challenges, culminating in the £100m-plus relaunch of TSB and Lloyds as distinct, yet complementary, sister brands. This was implemented over one weekend and affected 45,000 staff. She is hugely motivated by the banking group’s mission to "help Britain prosper", once describing this brand positioning as bold, ambitious, assertive, unequivocal and confident. The same could be said of Kehoe herself.