David Wheldon RBS

David Wheldon

RBS

Chief marketing officer

Wheldon’s appointment as CMO in April was a big deal for RBS, because he was the first marketing chief to sit on the bank’s executive committee. The fact that he was poached from rival Barclays is no surprise when you look at Wheldon’s previous job title and responsibilities there – managing director of "brand, reputation, citizenship and marketing", with a remit covering reputation management and rebuilding trust, two things RBS desperately wants to succeed at post-financial crisis. The bank will hope Wheldon can replicate what he did at Vodafone when he helped propel it to being the world’s fifth-most valuable brand.

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